ARLINGTON, VA - May 1, 2002 - Too many consumers realize too late that they should have taken the time to research an online company's reputation and location, advertising claims, customer satisfaction policies, privacy notices and complaint history before doing business with that company. Other consumers, who were savvy enough to gather and verify such information on their own, found the process to be frustrating, time-consuming and cumbersome. Either group would benefit by knowing about the BBBOnLine Reliability seal program and learning to "click" on the symbol from the Better Business Bureaus (BBBs) attesting to a web site's trustworthiness.

Businesses that have agreed to BBB membership standards can request a review of their web site to determine their eligibility to participate in the BBBOnLine Reliability program. If the BBB identifies the business and its site as one that adheres to ethical online advertising and selling practices, the web site will be granted permission to display an online seal that signifies to potential customers that it has met BBB standards for e-commerce.

The Better Business Bureau, which is a not-for-profit organization, uses several key questions to determine whether a business' web site qualifies for a Reliability seal. Consumers can use the same criteria to assess whether to do business online when no seal is visible. These include the following:

• Is Information Truthful and Accurate? Are the advertising claims on the site truthful, and can they be substantiated? Are there "get rich quick" claims that seem too good to be true? Are there outlandish "miracle cure" or other health claims? Are price claims believable? Does the online advertiser misuse hyperlinks to create the false impression of affiliation or endorsement?

• Is It Easy to Contact the Company? Does the online merchant disclose specific contact information about the business, including a street address or P.O. Box, telephone number, fax number, and the name of an individual to contact?

• Are There Privacy and Security Statements? Is there an easy-to-find, easy-to-understand privacy policy? Does the policy advise customers of choices regarding the business' collection, use and, disclosure of personal information?

• Are Terms of Sale Clearly Disclosed? Are the terms and conditions of the sale clearly stated, including product availability/shipping information, prices and customer costs, return or refund policies, and warranties and guarantees? Does the merchant provide an opportunity to review and approve the transaction, prior to its completion? Is the consumer provided the option to receive a confirmation of the transaction after it's been completed?

• Does Site Promise Customer Satisfaction? Does the merchant have a satisfactory record with the BBB? Does the merchant seek to ensure their customers are satisfied by answering questions and offering to resolve customer complaints and disputes in a timely and responsive manner? Does the online merchant offer either an unconditional money-back guarantee or third-party dispute resolution?

According to a recent Neilson report, more than 85 percent of U.S. adults with Internet access have made an online purchase at one time or another - a total of more than 111.5 million people. Judging by the increase in complaints at Better Business Bureaus (BBBs) nationwide, many consumers who are not satisfied with online transactions are those who failed to take the time to carefully research and confirm a web site's business practices and reliability.

The BBBOnLine Reliability seal program, which is a voluntary, self-regulating initiative, signals that the participating company is a member of the local BBB, has met truth in advertising standards and adheres to the BBB Code of Online Business Practices, has been in business for at least one year, and is committed to dispute resolution. Another related program, the BBBOnLine Privacy seal, provides assurance that the business has made a strong commitment to respecting the privacy preferences of visitors. All valid BBBOnLine seals are "clickable", and will link to BBB confirmation of the company's right to show the seal.

Additional details are available at www.bbbonline.org, where thousands of companies that already have met BBBOnLine standards can be identified in a simple searchable database. Businesses can apply to participate in BBBOnLine's Reliability program at www.bbbonline.org/reliability/apply.asp.

About BBBOnLine
BBBOnLine (www.bbbonline.org) brings the Better Business Bureau system's 90 years of experience in consumer protection, dispute resolution and voluntary self-regulation to e-commerce. Guided by its mission to promote consumer trust on the Internet, and working in concert with the 142 local BBBs in the United States and Canada, BBBOnLine encourages sound and ethical online business practices through its Privacy program, Reliability program, BBB Code of Online Business Practices, and an international initiative to promote safe e-commerce in cooperation with organizations worldwide. The Better Business Bureau is a not-for-profit organization.

# # #