Unprecedented Internet Campaign Addresses Critical Consumer Privacy Issue

A major breakthrough in consumer protection has been made with the launch of the Privacy Partnership, an unprecedented grassroots online campaign aimed at educating consumers about protecting their personal privacy on the Internet. Eight leading Internet gateway companies, including America Online, Excite, Infoseek, Lycos, Microsoft, Netscape, Snap, and Yahoo!, have teamed up with TRUSTe to raise awareness of privacy issues and promote online trust. The campaign's ultimate goal is to create a grassroots network of hundreds of companies that support the campaign.

Key Takeaways:

• The Privacy Partnership aims to educate consumers about online privacy protection measures through a series of rotating banner ads and by promoting the Partnership's privacy goals on their Web site.
• The campaign has secured the support of 8 leading Internet gateway companies, with a combined reach of 85.7% of home users and 89.2% of work users in the U.S.
• The campaign's initial goal is to place the banners and messages on as many Web sites as possible to achieve a prevailing privacy consciousness across the Internet.
• The campaign has been supported by TRUSTe, a non-profit organization dedicated to building global trust and confidence in online transactions.
• The eight companies initiating the campaign contributed more than 150 million online advertising impressions worth more than $3 million to kick off the campaign.
• The campaign's banner ads will link to a welcome message from the Privacy Partnership, providing information on how to protect online privacy and promoting the Partnership's privacy principles.
• The Online Privacy Alliance, a coalition of global businesses committed to fostering privacy online, has applauded the initiative to raise consumer awareness of privacy issues.
• Although the eight Internet gateway companies were the first to sign on, a number of other leading companies have quickly followed, including AltaVista, CNET, CyberCash, eBay, E-LOAN, Harris Black International, IBM, Juno, MatchLogic, Netcom, and Siegel & Gale.

Statistics:

• 85.7% of home users and 89.2% of work users in the U.S. are within the combined reach of the 8 leading Internet gateway companies.
• 81% of Internet users were concerned about threats to their personal privacy online, according to a recent study by Louis Harris & Associates.
• The campaign has secured the support of 8 leading Internet gateway companies, including America Online, Excite, Infoseek, Lycos, Microsoft, Netscape, Snap, and Yahoo!
• The campaign's initial online advertising blitz is worth more than $3 million and includes over 150 million online advertising impressions.

Sources:

• "The Internet is an unparalleled medium for communications and commerce, but users' anxiety and uncertainty about sharing personal information are preventing people from taking advantage of the Internet's full potential. That's why this campaign is needed," said Susan Scott, executive director of TRUSTe.
• According to a recent study by Louis Harris & Associates, concern over privacy was the leading reason cited by non-Internet users for staying off the Internet.
• "The very fact that these eight competing companies, and many other Internet leaders, have come together to address consumer privacy shows how important this issue is to the future of the Internet," said Scott.
• About TRUSTe - www.truste.org
• About the Privacy Partnership - www.truste.org/partners/