Our web confidence campaign moves up a gear

today launches a campaign to stimulate debate on the issue of online accreditation in the wake of the UK's leading web site standard mark.

The Which? Web Trader scheme raised confidence in online transactions among consumers. Its closure last week is a further blow to the country's aspirations to lead the world in ecommerce.

Computing is calling for a replacement for the Which? Web Trader, as part of our Question of Trust campaign.

'Trust and confidence is no longer a marginal consideration. It is at the centre of business development in the UK,' said editor Michael Gubbins.

Department of Trade and Industry statistics show the UK lagging behind its international counterparts in ecommerce adoption, so it is essential that action is taken now.

The problem is recognised by business leaders, politicians and experts.

'Our thinking has been for quite some time that these sort of things are important,' Jeremy Beale, head of the ebusiness group at the Confederation of British Industry told Computing.

'There have been too many efforts and not enough critical mass,' he said.

Frits Janssen, chief executive of best practice group BuyIT says Computing's, initiative 'is very welcome and addresses a real need in the business community.'

Stuart Okin, chief security officer at Microsoft UK says the issue of trust has moved towards the top of the business agenda.

And a Department of Trade and Industry spokeswoman told Computing it will 'get involved wherever possible to facilitate and support a self-regulated industry approach'.