TRUSTe Wins Silver 2014 US Mobile & App Design Award

We’re excited to announce that the TRUSTe Privacy App has won the silver 2014 US Mobile & Design Award in the Utilities category!

This award program acknowledges the shift in the importance of mobile apps in our everyday lives and celebrates the courage of innovators in one of the great design nations of the world.

“As we’re only at the start of this new revolution in personal devices, the design and function of mobile apps is still in the beginning phases, however there is clear excitement and innovation in the apps that are being produced,” said Mark Bergin, CEO and founder of the U.S. Mobile & App Design Awards. “We’re excited to present this award to TRUSTe for their groundbreaking new Privacy App.”

The TRUSTe app is the first advertising privacy app that allows consumers to set their preferences and tell advertisers the type of ads they want to see. The app combines the market-leading privacy compliance solution, TRUSTed Ads with TRUSTed Interests, the first privacy-friendly interests management solution that puts consumers in direct control of their digital experience – a win-win for both advertisers and consumers.

Mark Bergin, CEO and founder of the U.S. Mobile & App Design Awards presents the silver award to TRUSTe's VP of Product Kevin Trilli.

We’re extremely honored to receive this award for our privacy app! You can download the app for free from the App Store (iPhone, iPad and iPod touch), or at Google Play (Android).


TRUSTe’s Agreement with the FTC

Chris Babel, CEO

At TRUSTe we take very seriously the role we play in the privacy ecosystem and our commitment to supporting our customers. And if we fall short, we admit it, we address the issue, and we move forward.

Today, an agreement was announced with the Federal Trade Commission (FTC) settling a complaint about two of our prior business processes. The FTC did not find any issues with TRUSTe’s privacy practices, but there were two processes that needed to be fixed – and we have addressed both.

The first item is that we did not ensure all certified websites removed a reference to TRUSTe as a non-profit entity in their privacy policies after we transitioned to a for-profit enterprise in 2008. The second is that we did not complete the annual review step of certification from 2006 until January 2013 for clients who had signed up for multi-year agreements. This represents less than 10% of the total number of annual reviews we were scheduled to conduct during that time.

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Rise in Privacy Investment Evident as Companies Rush to Join New DPM Platform Beta Program

Today we’re excited to announce that the beta program for our Data Privacy Management Platform has reached full capacity. Numerous well-known international brands have signed-up to participate in this program, which will give them access to this comprehensive and intuitive privacy solution.

The interest we’ve seen since announcing this program is a strong indicator that enterprises are eager to invest in privacy by implementing privacy compliance tools, and also highly value the opportunity to become privacy leaders within their respective fields.

The TRUSTe DPM Platform is a comprehensive privacy management solution. The beta program features the latest module of the DPM Platform, the TRUSTe Assessment Manager module, which provides automated capabilities to assess and manage privacy risks including compliance reviews, gap analysis and program management.

The beta period runs through the end of December, during which time the participating companies will provide feedback about the platform. General availability for the Assessment Manager Module as part of the TRUSTe DPM Platform is expected this December.

“This beta program is a great opportunity for companies who want to be early adopters of a solution that can help them to keep pace with the evolving privacy and regulatory landscape, and for TRUSTe to gain some valuable insights for further development of the platform,” says TRUSTe CEO Chris Babel.

Privacy has become a key focus for organizations that wish to address growing consumer concerns and minimize compliance risk. According to a recent survey of 1,000 Chief Privacy Officers conducted by the International Association of Privacy Professionals (IAPP), privacy spending for the Fortune 1000 is expected to approach $3 billion in 2015, with 38% of respondents indicating an estimated increase in budget of 34%. This signifies major growth in the privacy sector and validates that a real need exists for solutions that help privacy professionals manage these needs across their organizations.

To learn more about the DPM Platform, read our latest press release or visit our website. To request a demo, contact TRUSTe at 1-888-878-7830.


Survey Shows Growing Data Privacy Concerns In the Farming Community

“As the Internet of Things expands and data collection remains a multi billion dollar business, we’ll see concerns about data privacy in every sector, industry and profession,” says TRUSTe CEO Chris Babel.

A recently published survey of 3,380 farmers from The American Farm Bureau Federation (AFBF) conducted from late July to September this year found that the majority of farmers feared their data could be used without their consent. The farmers surveyed cite privacy as a top concern when it comes to their data –particularly keeping their data anonymous so it cannot be traced back to their operation. Key takeaways from the survey:

  • Three out of four farmers are concerned that their farm data could get in the hands of an entity and used for regulatory purposes.
  • More than 50% of farmers indicated that they plan on investing in new or additional precision data technologies in the next couple years.
  • More than half of farmers indicated that they were unsure whether or not their farm data could be shared with an off-farm company’s third party, business partner, or affiliate.

Today’s farmers utilize technology to measure yield, soil conditions, fertilizers used and much more. For major operations, this software is necessary to compete with other farms. Understandably, privacy is a concern for farmers because if their competitors were able to access this data, they would know everything about their operation including the farmer’s cost structure. This would allow competitors to successfully bid for land or seeds. The companies that make this software for farmers hold the keys to the kingdom of a farmer’s operation, which is why it’s essential for these companies to have a solid privacy policy in place. Farmers want to use this helpful software but companies need to ensure transparent and compliant privacy practices are in place in order to assuage consumer concerns.


November Monthly Spotlight — IAPP Data Protection Congress, pii2014

  • November 6, 11 a.m. PT/ 2 p.m. ET

When Worlds Collide – Redefining the Relationship Between Privacy and Compliance 

Webinar Privacy and compliance no longer exist in separate worlds — these areas are fast becoming inter-related and the relationship is being redefined. It’s crucial for governance, risk, and compliance professionals to understand data privacy as changing regulations and emerging technologies produce complex compliance challenges. Join this webinar hosted by TRUSTe’s VP of Product Management Kevin Trilli and GRC20/20 Research’s Principal Analyst Michael Rasmussen to learn about the following:

  • The new ground rules between privacy and compliance.
  • The latest market trends toward privacy automation.
  • The use of GRC tools in the privacy function.

Register here for this webinar.

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COPPA is Not Just for Kids’ Websites Anymore

By Joanne Furtsch, director of product policy at TRUSTe, CIPP/C, CIPP/US

This article was first published in the IAPP Privacy Tracker blog on 10/28/14 

It’s not just online services and websites targeted toward children that need to be diligent about following Children’s Online Privacy Protection (COPPA) regulations. A few months ago the Federal Trade Commission (FTC) took two companies to court for violating COPPA.

These most recent cases highlight two ends of the spectrum of COPPA violators: One was an app specifically targeted toward children, while the other was a popular app for all audiences that had a faulty age-gate mechanism and was collecting personal information from children under age 13 who were using the app.

Regardless of the audience a website or online service is intended for, these recent cases underscore the importance for companies to ensure they comply with COPPA.

COPPA first went into effect in 2000. It only applies to children under 13 because that age group was deemed the most vulnerable to online marketing (although best practices suggest asking parental permission for all minors). Two years ago the FTC revised the COPPA Rule to keep pace with rapidly changing technology by adding five additional regulations to the existing set of rules. The updates include expanding the types of personal information companies cannot collect from minors under the age of 13 unless the company gets verifiable parental consent (VPC).

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Women In Security & Privacy Event Packs TRUSTe Office

On Oct. 28, a large group of privacy and security professionals — from lawyers to engineers to program managers — gathered for the “Women in Security & Privacy Networking Kickoff” event at the TRUSTe offices in San Francisco.

The event was organized by representatives from six companies: Kenesa Ahmad of Promontory, Elena Elkina of McKesson, Debra J. Farber of TRUSTe, Alya Gennaro of Sunera, Julia Hoffmann of Yapstone, Fatima Khan of Airpush and Katrin Anna Ruecker of Sunera. The event’s sponsors were Promontory, Sunera and TRUSTe.

Organizers of the Women In Security and Privacy event on Oct. 28. From left to right: Debra Farber (TRUSTe), Alya Genarro (Sunera), Kenesa Ahmad (Promontory), Elena Elkina (McKesson), Fatima Khan (Airpush), Katrin Anna Ruecker (Sunera). (Not picture is Julia Hoffmann who was traveling at the time).

Women In Security and Privacy Group Event at TRUSTe office.

Organizers of the Women In Security and Privacy event on Oct. 28. From left to right: Debra Farber (TRUSTe), Alya Genarro (Sunera), Kenesa Ahmad (Promontory), Elena Elkina (McKesson), Fatima Khan (Airpush), Katrin Anna Ruecker (Sunera). (Not picture is Julia Hoffmann who was traveling at the time).


The purpose of the event was to share stories, exchange ideas, drive innovation and empower other women working in security and privacy. This was the first event by the Women in Security & Privacy group.

Sr. Privacy Consultant and Product Manager at TRUSTe Debra Farber said, “We wanted to organize this event to connect people in security and privacy so we can come together with our peers.

“One of our goals is to advance leadership opportunities for women in our industry,” she added.

Guests mingled, enjoyed h’ordeuvres and beverages for about 30 minutes before the organizers delivered a short speech thanking attendees and encouraging more meet-ups such as these in the future so women in security and privacy can connect. Then, the crowd split into break-out sessions to do ice-breakers and discuss privacy and security issues. The night ending with more mingling and sharing stories.

“Women need support, especially in privacy and security fields,” said McKesson Sr. Manager, Privacy Office Elena Elkina, who was also an organizer of the evening’s event. “The goal for this group is to provide women a venue to get inspired, connect and grow professionally.”

For more information on the Women in Security & Privacy group, and to hear about future events, join the group’s LinkedIn page.


73% Open to Wearables at Work but Potential Privacy Issues Could Be a Concern

If you use wearables at home, it might be evident how these little tracking devices could be beneficial in the workplace. However, the potential for companies to collect this information without employee knowledge or consent raises the issue of transparency with regards to data collection.

Whether monitoring our daily steps, using intelligent I.D. badges to access buildings and rooms, or wearing smart glasses to check email on-the-go (and much, much more!), a majority of workers (73%) are open to the idea of bringing wearables into the workplace, according to a study released on Monday, October 27, from Kronos Incorporated conducted by Harris titled, “Wearables at Work.”

Nearly 10,000 workers from Australia, China, France, Germany, India, Mexico, Great Britain and the U.S. were surveyed about their thoughts on wearables at work. The majority agreed that these devices could increase efficiency, productivity and safety.

Although privacy was cited as a top concern of U.S. workers interviewed for the survey, less than half (44%) said they believe privacy could be an issue with wearables.

According to a TRUSTe survey from this year, 22% of survey respondents “felt that the benefits of smart devices outweigh any privacy concerns.” However, the vast majority of people surveyed want to know what data is collected and how that data is collected.

Sure, wearables could offer great value to an organization, increase efficiency, and streamline operations if used properly. However, these devices could provide employers with never-before-available information about employees – from their health, to their daily tasks and places they access within the building.

Would you use a wearable device for your job?

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