E-tailers to get strict code of practice

An industry-led initiative designed to foster online shoppers' confidence in ecommerce is to be launched today. The Alliance for Electronic Business and the Consumers' Association will unveil TrustUK, an initiative designed to regulate online codes of practice.

The government-backed project aims to foster consumer trust in ecommerce by ensuring any organisation that provides a 'kitemark' for online services is fully regulated. Minister for ecommerce, Patricia Hewitt, and e-envoy, Alex Allan, will both attend the launch.

The AEB comprises the Computer Software and Services Association, the Confederation of British Industry, the Direct Marketing Association, e centre UK, and the Federation of the Electronics Industry.

The scheme is based on principles set out by the Department of Trade and Industry (DTI) in a White Paper last July. The call for an online Office of Fair Trading (OFT) was echoed in the Cabinet Office Performance and Innovation Unit paper, ecommerce@its.best.uk, published in September 1999.

Colin Lloyd, director of TrustUK, said: "There are 42 different industry codes of practice offline and they're all accredited by the OFT... we've persuaded the government not to put ecommerce under the OFT because we want the light touch of self-regulation."

Any certification provider signing up to http://www.trustuk.org.uk must ensure their members provide clear information about price, goods, delivery and privacy.

"TrustUK will be the final point of recourse for the consumer if the certification provider can't solve the problem," said Lloyd. "We'll also help to set protocols for international complaints."

Christopher Upton, managing director of Clicksure, an Oxford-based code of practice organisation and one of TrustUK's first members, welcomed the move. "This will strengthen our credibility, provided the accreditation is strong enough."

"I like the way it's a joint government/private sector initiative," Upton continued. "But the guidelines will need to be fairly rigorous. If they let in too many variations it will be devalued."

Another of TrustUK's first partners is the Consumer Association's own Which? Web Trader scheme.