The Electronic Trust foundation (eTrust) is an organization dedicated to the promotion of online privacy through the establishment of best practice and policy.

The programme is currently available to online businesses and web sites operating internationally or nationally.

eTrust understands information needs of both consumers and businesses in key areas where consumers perceive the most risk in online transactions: privacy and security. We aim to give consumers the information they desire about online business practices and to help businesses better understand the concerns of their customers.

Better information means addressing important consumer questions - What private information does the site collect and what does the site do with it?