Third accreditation scheme launched

A new ecommerce accreditation scheme has been launched with the endorsement of industry self-regulatory body TrustUK.

SafeBuy, established by high-tech research company Software Research, will provide electronic retailers with a hallmark guaranteeing their web site is secure. The scheme is designed to fill the gap left by the demise of the Which? Web Trader initiative earlier this year.

Companies will be able to gain accreditation by paying a fee of £145, plus VAT, and meeting pre-determined criteria established by SafeBuy.

'When Which? Web Trader closed in January it seemed to us that we were well positioned to find a new system,' Richard Jones, SafeBuy founder told Computing. 'We've always been independent and have never taken money from anybody.'

'The Which? Scheme had over 1,800 web sites. We contacted them all and 800 have asked for further information,' he said.

In its role as a government-backed self regulatory accreditation scheme, TrustUK has endorsed the new hallmark which is intended for use by consumer-orientated sites.

SafeBuy will bring the number of schemes TrustUK endorses to three, along with ABTA and the Direct Marketing Association.

TrustUK is also working with MOPS (Mail Order Processing Scheme) to establish a further programme.

'I would like to see as many different schemes as the market can bear,' said TrustUK secretary Robert Dirskovski. 'It really depends on the consumer reaction and the amount of money that code owners are willing to put behind that brand to gain consumer awareness.'

Jones says there could be some opposition to the fee attached to the accreditation - The Which? Web Trader was free, and ultimately closed because administration costs became too high.

'The dream is to be as successful [as Which?] but I don't think we can make something that people pay for more successful than something that is free,' Jones said.