What is an Internet trust organization?

An Internet trust organization is a company that verifies that a Web site has met certain standards on privacy and other criteria.  The Better Business Bureau’s Web site, BBB Online, for example, has a place for consumers to file complaints about sites, then tracks their responses and rates their efforts to respond to customer issues.  Web sites approved by Internet trust organizations are able to display the privacy certification seals, although some unscrupulous Web sites might display the trust logos fraudulently.  Two other Internet trust organizations are TRUSTe and WebTrust.