Privacy policies will be more useful once they are standardized and once simple consumer-recognized representations are available.
For instance, TRUSTe and BBBOnline are both working to create consumer brands that represent trust for E-commerce sites. These
brands may create special logos that consumers learn to recognize as an assurance that the site meets a particular level of privacy
protection. To date, however, no such trusted brand name has emerged, in part because of confusion on the part of E-commerce sites,
in part because of confusion on the part of consumers, and in part because of missteps by the privacy brands themselves. TRUSTe,
for instance, earned widespread disapproval for its slow reaction to Real.com secretly recording customer information and
transmitting it to its servers while displaying the TRUSTe banner.