eUK
Consumer trust and confidence on-line
Colin LloydDMA
Competitiveness White Paper
“that by the year 2002 the UK will have the best environment in the world for electronic trading”
DTI
Key Deliverables
Trust and confidence from UK consumers and businesses
Favourable trading environment for companies operating and entering eUK
Help for SME’s
eUK USP’s
Favourable regulatory environment.Advanced state of self regulationCritical mass of consumersEnglish language‘British’ ethicsStable - vis: Financial ServicesBritish marketing creativity
Draft directive on ‘certain legal aspects of e commerce’
Calls for:
“A system of self-regulation to achieve suitable controlled environment within which e-commerce can thrive”
Alliance for Electronic Business
DMA - CBI - CSSA - FEI - e-centreComprises 12,000 member companies
DMA ‘Alliance’ responsibility.
Data ProtectionConsumer Trust and Confidence
Consumer Strategy White Paper
Key components
Existing Industry Codes
•Key principles•OFT
E-Commerce Codes and Safeguards
What is needed?
Single accrediting body for e-commerce self regulation On-line codes Digital Hall Mark E-Mail preference service Privacy Policies Best Practice
DMA summit meeting
DMA (Chair) - Consumers AssociationIMRG - Inst. Chartered AccountantsInternet Ad. Bureau, ASAInternet Watch FoundationNat. Fed. of Consumer GroupsBBA - ICC - MOPS -IBM- AOLMicrosoft - DTI - OFT - Oftel
The Digital Hallmark
“the digital hallmark initiative aims to increase consumer confidence in internet shopping by allowing websites which comply with a code of best practice to display an on-line hallmark. It will be led by the private sector, building on work of private sector bodies including the AEB and CA”‘DTI’
Trust issues
Balance consumer protection with business needs
Meet reasonable expectations of consumers
Open/transparentConsistent,flexible and stable
Components of a Trust Mark
AuthenticationAuthentication
VerificationVerification
Adherence to CodesAdherence to Codes
RecourseRecourse
PolicingPolicing
Privacy policyPrivacy policy
Adherence to industry Codes
British Code of Advertising and Sales Promotion
Sectoral industry codes DMA - ABTADMA children's on-line codeICC CodesConsumer organisation codes
Privacy
Adherence to Data Protection DirectiveOn-line privacy policy statement
Privacy policy generator
Opt-out facilities Children's privacy policy
E-mail preference service
SPAMGlobal opt-out scheme to recognise
consumer choiceLed by US DMAUK interfaceGlobal adoption
Recourse
Timely complaint processingCross border complaint resolution
protocolsCountry of origin /destination principlesLegal certainty
Recourse Authorities
Use proven existing structures: ASA DM Authority Consumers Association Self - Regulatory and regulatory infrastructure
Revocation proceduresOn-line directory of accreditation's
EC Directives affecting e-mail
Data Protection
Data subjects given the right to objectRequires opt -outProcessing data - fair and lawful if right to
object is used.
Distance Selling Directive
Article 10 (2)Distance Communication may only be
used where there is no clear objection from the consumer (vis: opt out)
Electronic commerce
Article 7 (2)Member states shall take measures to
ensure that consumers can have themselves entered in an opt-out register which service provider must check regularly
Financial Services Distance selling
Use of telephones, electronic mail automated calling systems requires prior consent.
eUK Challenge
Create a world class on-line self regulatory/regulatory framework
Government, regulators, industry and consumer groups must work together for the UK to No.1.
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