Privacy Certifications and Trustbrands In the EU: A Comparison of US Law, EU Law, and Soon-to-be EU Law

In the United States, privacy certifications, or “trustbrands,” are seals licensed by organizations to place on their homepage or within their privacy policy. The seals typically state, or imply, that the organization has high privacy or security standards, or has had its privacy or security practices reviewed by a third party. Some seals also imply that the organization has agreed to join a self-regulatory program that may provide consumers with additional rights, such as a mechanism for resolving privacy-related disputes. Certifications or trustbrands, however, are voluntary in nature, and, for the most part are not offered by government agencies and companies are not required to obtain them. …

Privacy certifications