Privacy Seal

A privacy seal (also called a privacy trustmark) is a visual certification mark displayed on websites and in marketing materials indicating that an organization has met specific privacy standards verified by an independent third party. Privacy seals are awarded by certification bodies or industry associations after assessing an organization's privacy practices against established criteria. Well-known privacy seal programs include TRUSTe (now TrustArc), BBB Accredited Business Privacy, PrivacySeal, and others. Obtaining a privacy seal typically requires implementing comprehensive privacy policies, conducting privacy assessments, undergoing independent audits, committing to dispute resolution processes, and paying ongoing certification fees. Privacy seals serve multiple purposes: they signal to consumers that privacy protections are in place, provide competitive differentiation, simplify vendor due diligence, and demonstrate good faith compliance efforts. Under the GDPR, privacy seals can serve as certification mechanisms that help demonstrate compliance with data protection principles. However, privacy seals don't guarantee complete legal compliance or prevent enforcement actions—they're indicators of privacy commitment but not absolute protections. Some research suggests consumers have limited awareness of what privacy seals actually mean. Organizations considering privacy seals should evaluate the reputation and rigor of certification programs, ensure ongoing maintenance of certification requirements, use seals appropriately in communications, and combine seals with substantive privacy practices.