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This paper will help one make an informed decision about this balance between privacy and personalization, a topic that is very much a part of enabling the Human Network. Websites gain trust by providing the information that need and by using private information in ways that help one. Most websites strive to be trustworthy, and many participate in organizations and processes that validate their trustworthiness. One indication that a website is trustworthy is a Privacy Seal, obtained by complying with certain standard practices prescribed by a certifying organization. TRUSTe and Entertainment Software Rating Board (ESRB) are two well-known certification organizations. The ESRB, primarily used for rating gaming sites, uses a rating system similar to the Motion Picture Association's film ratings.
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