Digital Agenda for Europe
A Europe 2020 Initiative

How can you improve user confidence online?

Article

---Posted by Michal HRBATY, DG INFSO, Legal Officer, Workshop organiser at Digital Agenda Assembly

Lack of trust is seriously hampering e-commerce in Europe. Almost two thirds of consumers who had not made a cross-border distance purchase in 2010 were worried about falling victim to scams or frauds or cited concerns about what to do if problems arose and half of them were worried about delivery.

To address these concerns, various online trust mark schemes already exist in Europe, but what is their real impact on consumer behaviour and what does it take for the successful schemes to be sustainable and scalable?

These issues will be discussed at the Digital Agenda Assembly in Brussels on 16-17 June in a workshop called "building confidence for the digital single market".

Keep yourself updated about the Digital Agenda Assembly by following #daa11eu on Twitter. Give feedback on this workshop with the #daa11trust hashtag!

Comments

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Can you give examples of well-known, successful trustmarks? Also, I suggest to look at collaborative peer-to-peer mechanisms. Trust naturally is conveyed through social networks and contacts. I trust my friend more than a trustmark. Are there examples of trustmarks exploiting social networks?
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2 What 4 actions could be taken immediately to address trustmark issues especially in cross border e-commerce?
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What existing and deployed technologies exist to support building consumer and business confidence in cross border e-commerce?
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What mechanisms, available today, would assist in raising consumer and business awareness of trustmarks?
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I am a friend of internet but I do not trust "trust marks". Since everything can be faked, so can be "trustmarks". In fact, they can be faked much more easily than anything else!
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I regularly shop via internet, but never pay attention to the various trust marks as they are not credible.  There seem to be too many and they do not address the correct issues. It is easily possible for someone who is who he says he is to fail to supply the goods and services or for the goods to be defective and the cost of return to be prohibitive. It is even easier for someone to set up a fake or misleading site and take money. Something that might help build confidence would be (credible) statements about size, turnover, company creation date and address and tax payments if these could be guaranteed by a legal or quasi-legal authority such as tax authority in combination with a company registration authority. The current SSL providers do not perform meaningful checks for the majority of certificates, and so the possession of an secure domain and web site simply shows that the operator can use a credit card.
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Regards,
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