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Erschienen in:
Introduction: Privacy and Data Protection Seals Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

6. Controversies and Challenges of Trustmarks: Lessons for Privacy and Data Protection Seals

verfasst von : Paolo Balboni, Theodora Dragan

Erschienen in: Privacy and Data Protection Seals

Verlag: T.M.C. Asser Press

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Abstract

While trustmarks have already existed for many years, until now very few have managed to successfully establish themselves on the market in terms of consumer trust and adoption by online businesses. This chapter will deal with the challenges and controversies related to trustmarks and will highlight some significant lessons learned from the experience with trustmarks. Based on this, it will identify key factors that can contribute to the success of privacy and data protection seals in the years to come. The chapter will combine theoretical knowledge with empirical observations to establish a reliable yardstick to measure the effectiveness and impact of trustmarks and, finally, will identify the legal challenges that need to be overcome for trustmarks to gain and maintain relevance in the fast-paced world of e-commerce.

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Vorheriges Kapitel Privacy Seals in the USA, Europe, Japan, Canada, India and Australia
Nächstes Kapitel The Potential for Privacy Seals in Emerging Technologies
Fußnoten
1
The House of Lords 2016.
 
2
PostNord 2015, p. 5.
 
3
European Consumer Centres Network 2013, p. 7.
 
4
Eurostat 2015.
 
5
Rosner 2014, p. 8.
 
6
OECD Digital Economy Papers 2013, p. 17.
 
7
OECD Digital Economy Papers 2013, p. 17.
 
8
EMOTA Trustmark, more information available at: http://​www.​emota.​eu/​#!ecommercetrustma​rk/​c1jas. Accessed 26 April 2016.
 
9
EuroPriSe Trustmark, more information available at: https://​www.​european-privacy-seal.​eu/​EPS-en/​Certification. Accessed 26 April 2016.
 
10
European Consumer Centres Network 2013, pp. 15–16, figures 1.1 and 1.2.
 
11
European Consumer Centres Network 2011, p. 20.
 
12
Rule 2002, p. 107.
 
13
The House of Lords 2016.
 
14
“Data Protection. The report concludes that consumer trust in online platforms is ‘worryingly low’ because consumers do not fully understand how online platforms collect and use personal data, and that there is a lack of competition between platforms on privacy standards. The Committee recommends that a kite-mark is created for websites and applications to indicate to consumers the quality of their privacy policies. In order to foster competition and drive up privacy standards, this kite-mark should include a graded, traffic light style, scale. Harnessing the power of corporate reputation, the report recommends that online platforms should be required to notify users when they are found to have breached privacy rules.” The House of Lords EU Committee European Union Committee’s report on Online Platforms and the Digital Single Market, 20 April 2016. Available at: http://​www.​publications.​parliament.​uk/​pa/​ld201516/​ldselect/​ldeucom/​129/​12902.​htm. Accessed 26 April 2016.
 
15
Mayer et al. 1995, pp. 709–734.
 
16
E-Consultancy 2011.
 
17
Shankar et al. 2002, pp. 325–344.
 
18
See Balboni 2009, pp. 207ss.
 
19
European Consumer Centres Network 2011, p. 20.
 
20
Directive 97/7/EC of the European Parliament and of the Council of 20 May 1997 on the protection of consumers in respect of distance contracts.
 
21
Directive 2011/83/EU of the European Parliament and of the Council of 25 October 2011 on consumer rights, amending Council Directive 93/13/EEC and Directive 1999/44/EC of the European Parliament and of the Council and repealing Council Directive 85/577/EEC and Directive 97/7/EC of the European Parliament and of the Council.
 
22
Leitmotiv is a recurrent theme that is associated with a particular person or idea.
 
23
For example, the reliability of the US trustmark provider TRUSTe was widely criticised because “despite having handled thousands of disputes, to date [it] has never revoked a single seal”, Cortés 2011, p. 63.
 
24
REGULATION (EU) 2016/679 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of the 27th of April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation).
 
25
European Consumer Center Network 2013, p. 57.
 
26
De Bruin et al. 2005, p. 9.
 
27
Rosner 2014, p. 24.
 
28
Rule 2002, p. 107.
 
29
E-Commerce News 2015.
 
30
Der Tagesspiegel 2012.
 
31
Ibid.
 
32
Rosner 2014, p. 2.
 
33
Financial Times 2015.
 
34
The Economist 2013.
 
35
Building Digital Confidence in Europe 2012, p. 40.
 
36
Building Digital Confidence in Europe 2012, pp. 65–75.
 
37
Balboni 2009, p. 53.
 
38
Out-Law.com, at http://​www.​out-law.​com/​page-3223. Accessed 26 April 2016.
 
39
More information on this topic can be found in Sect. 6.7.2 of this chapter.
 
40
See Balboni 2009, pp. 33ss.
 
48
Balboni 2009, p. 54.
 
52
Stanford Encyclopaedia of Philosophy entry, available at http://​plato.​stanford.​edu/​entries/​trust/​. Accessed 26 April 2016.
 
53
Balboni 2009, pp. 207ss.
 
Literatur
Balboni P (2009) Trustmarks in E-Commerce. The Value of Web Seals and the Liability of their Providers. TMC Asser Press, The Hague
Cortés P (2011) Online Dispute Resolution for Consumers in the European Union. Routledge, Abingdon
Mayer RC, Davis JH, Schoorman F (1995) An integrative model of organizational trust, Academy of Management Review Vol. 20, No. 3 (July 1995), pp. 709–734
Rule C (2002) Online Dispute Resolution for Business. Jossey-Bass, San Francisco
TNO Innovation for Life and Intrasoft International for the European Commission DG Communications Networks, Content & Technology (2012) EU online Trustmarks: Building Digital Confidence in Europe
Metadaten
Titel
Controversies and Challenges of Trustmarks: Lessons for Privacy and Data Protection Seals
verfasst von
Paolo Balboni
Theodora Dragan
Copyright-Jahr
2018
Buch
Privacy and Data Protection Seals

Print ISBN: 978-94-6265-227-9

Electronic ISBN: 978-94-6265-228-6

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-94-6265-228-6_6