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Trust Marks: What's Behind the Label Counts

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Executive Summary

The Internet is a more dangerous place than ever, as organized cybercriminals focus on identity theft as a source of revenue. Trust marks can go a long way toward making e-commerce less stressful for consumers. Consumers who restrict themselves to using sites with valid and effective trust marks cannot just reduce stress, but increase their security and reduce their likelihood of identity theft. SMBs can benefit in two ways by displaying trust seals that show they've taken measures to protect customers' identities. Such seals can be both an effective marketing tool as well as just good Web security practice. To that end, Yankee Group recommends six ways consumers and SMBs can become more knowledge about what trust marks mean, and how they should be used.

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