To help consumers better understand how Web sites use their personal information, TRUSTe has launched a new initiative called the Privacy Symbols and Labels Initiative. TRUSTe also hopes to expand its privacy protections beyond the Internet to other electronic devices, such as cell phones and Personal Digital Assistants (PDAs), that are capable of gathering personal information.
TRUSTe is calling on industry, government, and privacy advocacy groups to form a coalition around the new initiatives—an approach that TRUSTe says makes the most sense. "Four years ago, TRUSTe began the movement toward informed consent with a challenge to industry: Create transparent business practices that give people control over their privacy," said Lori Fena, co-founder and chairman of TRUSTe's board of directors. "Internet companies have made significant headway in meeting this challenge; however, in today's increasingly networked environment, it is time to re-new our challenge. We invite all organizations to join us in our efforts to build trust by allowing consumers to know at-a-glance what is happening to their data and to better understand privacy practices, not only on the Web, but wherever they exchange information.