Time to establish secure standards

Internet use and ecommerce sales may be increasing, but most consumers have yet to be fully convinced about the security of trading online.

Research repeatedly highlights security doubts and a reluctance to send credit card details over the web.

A study from the University of California Los Angeles published last week shows that over 92 per cent of US citizens are 'concerned' about credit card security when shopping online.

The UK is stuck in sixth place in a study of online trading within leading economies (Computing 5 December), which suggests there is a lack of enthusiasm to fully embrace ecommerce as a viable channel.

Several organisations have tried to develop trust in ecommerce by issuing hallmarks and accreditation logos to web sites that meet published security criteria.

The best known initiative was the Consumers' Association's (CA) Which? Web Trader. But the CA pulled the plug on the scheme last week amid spiralling costs, despite having 2,700 endorsed web sites.

'We've just reached the point where if we are going to make the scheme bigger and better we need to spend a lot more money,' said Paul Kitchen, CA head of online.

It is clear that building trust and confidence is fundamental to the adoption of ecommerce in the UK.

There are other accreditation schemes around, but none have made major inroads in terms of adoption and recognition (see box on page 4).

An alternative, supported by the government, by business and industry, now seems the logical way to progress.

'The demise of the Which? programme means that the problem should now be addressed in other ways, most likely through a central government sponsored scheme,' said Frits Janssen, chief executive of best practice group BuyIT.

Industry body Intellect also believes it is now time for more attention to be paid to ensuring ecommerce trust.

'If your employ a lawyer or a builder, and they have some kind of kitemark, it makes you feel comfortable and there's some comeback, said Beatrice Rogers, Intellect ebusiness programme manager.

Peter Scargill, national IT chairman at the Federation of Small Business says some kind of assurance needs to be given to ecommerce users.

'I think we need a standard but I'm always a bit weary of setting standards because of what they contain,' he said. 'Just because we get a new technology doesn't mean people are more scrupulous.'

To support our Question of Trust campaign, Computing will bring together representatives from government, business and industry to discuss the best way to achieve trust and confidence in ecommerce.