euk consumer trust and confidence on-line colin lloyd dma
TRANSCRIPT
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eUK
Consumer trust and confidence on-line
Colin LloydDMA
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Competitiveness White Paper
“that by the year 2002 the UK will have the best environment in the world for electronic trading”
DTI
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Key Deliverables
Trust and confidence from UK consumers and businesses
Favourable trading environment for companies operating and entering eUK
Help for SME’s
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eUK USP’s
Favourable regulatory environment.Advanced state of self regulationCritical mass of consumersEnglish language‘British’ ethicsStable - vis: Financial ServicesBritish marketing creativity
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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”
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Alliance for Electronic Business
DMA - CBI - CSSA - FEI - e-centreComprises 12,000 member companies
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DMA ‘Alliance’ responsibility.
Data ProtectionConsumer Trust and Confidence
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Consumer Strategy White Paper
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Key components
Existing Industry Codes
•Key principles•OFT
E-Commerce Codes and Safeguards
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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
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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
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The Digital Hallmark
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“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’
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Trust issues
Balance consumer protection with business needs
Meet reasonable expectations of consumers
Open/transparentConsistent,flexible and stable
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Components of a Trust Mark
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AuthenticationAuthentication
VerificationVerification
Adherence to CodesAdherence to Codes
RecourseRecourse
PolicingPolicing
Privacy policyPrivacy policy
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Adherence to industry Codes
British Code of Advertising and Sales Promotion
Sectoral industry codes DMA - ABTADMA children's on-line codeICC CodesConsumer organisation codes
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Privacy
Adherence to Data Protection DirectiveOn-line privacy policy statement
Privacy policy generator
Opt-out facilities Children's privacy policy
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E-mail preference service
SPAMGlobal opt-out scheme to recognise
consumer choiceLed by US DMAUK interfaceGlobal adoption
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Recourse
Timely complaint processingCross border complaint resolution
protocolsCountry of origin /destination principlesLegal certainty
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Recourse Authorities
Use proven existing structures: ASA DM Authority Consumers Association Self - Regulatory and regulatory infrastructure
Revocation proceduresOn-line directory of accreditation's
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EC Directives affecting e-mail
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Data Protection
Data subjects given the right to objectRequires opt -outProcessing data - fair and lawful if right to
object is used.
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Distance Selling Directive
Article 10 (2)Distance Communication may only be
used where there is no clear objection from the consumer (vis: opt out)
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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
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Financial Services Distance selling
Use of telephones, electronic mail automated calling systems requires prior consent.
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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.