1 An icsa white Paper

3.1 Privacy 
3.1.1 P3 
The Platform for Privacy Principles (P3) is backed by the World Wide Web Consortium, the 
Direct Marketing Association & (originally) Microsoft24 
. This standard helps describe and 
define limitations on the collection and use of private information from users of Web sites. 
3.1.2 TRUSTe 
TRUSTe (formerly known as eTRUST) is non-profit initiative25 that 
certifies the respect for users' privacy by Web sites26 
. Users are empowered to control 
how much information about themselves will be revealed while they are online. The TRUSTe 
trustmark indicates that a Web site is committed to protecting user privacy; its privacy assurance 
program is backed by periodic reviews by TRUSTe, which also seeds the site with personal user 
information to see if it is misused. In addition, Coopers & Lybrand and KPMG Peat Marwick 
audit sites randomly; TRUSTe also receives feedback from users about trustmarked sites27 
. The Trustmark from TRUSTe helps users feel 
confident about their personal privacy. There are three levels of Trustmark: 
Third-party exchange is the lowest TRUSTe level: the vendor shares information with other 
vendors; 
One-to-one exchange: vendor keeps information at the Web server but uses it only for 
interactions with that specific client; 
No-exchange warranty is highest TRUSTe level: vendor does not capture or keep client data at 
all28 . 
24
FTC Summit To Kick Off Privacy 
Programs. By Will Rodger. 
25
TRUSTe home page. 
26
FTC Summit To Kick Off Privacy 
Programs. By Will Rodger. 
27
About the TRUSTe Privacy Program: Why It Matters to You. 
28
 Whom Can You Trustmark? By Jim 
Seymour 

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Copyright © 1997 M. E. Kabay & ICSA. All rights reserved. Page 13 of 33
3.1.3 SSL 
Netscape Communications Corporation, creators of the widely-used Netscape Navigator 
browser, created the Secure Sockets Layer (SSL) protocol to protect information being 
transmitted through the Internet. In addition, the SSL provides for authentication of Web 
servers
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