Frequently Asked Questions

We've assembled answers to the most frequently asked questions we get from users regarding online privacy and our TRUSTe seal program.

How does the TRUSTe trustmark protect my privacy?
Can a Web site pirate the TRUSTe trustmark? How can I tell if it's authentic?
Where can I find a Web site's privacy policies?
How do Web sites collect personal information?
What are cookies?Can I get rid of them?
How does TRUSTe ensure that Web sites stick to their privacy policies?
Where can I get more information about online privacy?

Q: How does the TRUSTe trustmark protect my privacy?

A: The TRUSTe seal is awarded only to Web sites that adhere to established privacy principles and comply with our verification and consumer resolution process. In teaming up with TRUSTe, our licensees agree to not only post a privacy statement that you can easily access and understand, but also to adopt and implement privacy principles that reflect fair information practices.

When you see our trustmark, you can be assured that the Web site will tell you exactly what personal information is being gathered about you, how it will be used, with whom it will be shared, the choices available to you regarding how collected information is used, the safeguards in place to protect the information, and how you can correct any inaccuracies in your information.

Q: Can a Web site pirate the TRUSTe trustmark? How can I tell if it's authentic?

A: First, an authentic trustmark is always linked to a privacy statement. If it's not, the seal is being used improperly. Also, you can verify a trustmark's authenticity by checking our list of current TRUSTe licensees. Unfortunately, there's no 100 percent guarantee that our trustmark won't be pirated or misused. We have taken measures to guard against improper use, including a "click-to-verify" seal that, when clicked on, takes you from the Web site displaying the seal to TRUSTe's site.

The "click-to-verify" seal.

There, you'll find either a list of all our licensees or a statement authenticating that the origin Web site is indeed a program participant.  In addition, TRUSTe has partnered with Imagelock so that we can use its spider technology--which scans 99% of the Web--to track illegal use of the TRUSTe privacy seal.

Q: Where can I find a Web site's privacy policies?

A: If the Web site is a TRUSTe licensee, you'll find its polices spelled out in a privacy statement, simply by clicking on the trustmark displayed on the site. As for other Web sites, many do provide links to their privacy policies, usually on their homepage. But unless a site or Internet service provider posts its information-gathering and dissemination practices online, it's up to you to ask about them.

Q: How do Web sites collect personal information?

A: You can reasonably assume that some level of information gathering or tracking will be done when you log onto the Internet and navigate through the Web. The information can be collected in a variety of ways: directly by information you provide voluntarily (e.g. registering at the site or signing a "guest book"); and indirectly through your browser when you connect to the Web site or through a "cookie" file (see below).

Most information collected online is "usage data", or data about where you go and how much time you spend at an individual site. Online services, for example, must track sign-on and sign-off times for billing purposes. On the other hand, personally identifiable information (information that can be traced specifically to you) usually isn't gathered surreptitiously on a widespread basis.

Q: What are cookies? Can I get rid of them?

A: Some Web sites may track your activity with a "cookie," a block of text the site places in a file on your computer's hard drive. While a code in the cookie file enables the site to label you as a particular user, it doesn't identify you by name or address unless you've provided the site with such information or set up preferences in your browser to do so automatically.

Newer versions of browser software let you decide whether you want to receive cookie files, and some programs notify you when a Web site is about to deposit a cookie on your hard drive. You can check for cookies on your computer.

If you have a PC, look for a file on your hard drive called "cookies.txt" or for a file labeled "magic cookies" if you have a Mac. You can delete these files from your hard drive. There are also utility software programs (called "cookie cutters" or "anonymizers") that allow you to edit cookie files selectively within Web browsers. Please take a look at our privacy links and resources page to get more information.

Q: How does TRUSTe ensure that Web sites stick to their privacy statements?

A: Web sites that display our trustmark all agree to comply with our established verification and consumer resolution process. We monitor our licensees for compliance through a variety of measures, including initial and periodic reviews, technology tools, and online community and user input. In fact, we encourage you to contact us directly with inquiries or complaints regarding how your personal information is collected and used by a TRUSTe-licensed Web site. If we cannot reach a satisfactory resolution to an inquiry or complaint, an escalating investigation is conducted. The process may result in an on-site compliance review of the site by an outside CPA firm, revocation of the trustmark, termination from the TRUSTe program, breach of contract proceedings, or referral to the appropriate law enforcement authority.

Q: Where can I get more information about online privacy?

A: TRUSTe has compiled a list of top Internet resources for you! See privacy links and resources for all the additional information you need about privacy, online and off.