EMOTA, the European Multi-channel and Online Trade Association, has revealed its new European Trust Mark for e-commerce.
Launched on 1st July 2015, the European Trust Mark consists of ten key principles for online trading, which cover every aspect of consumer protection:
Proper protection of personal data
Clear and accurate product and seller information
An overall service which is ‘convenient, reliable, safe and legally compliant’
Display of total landed costs and conditions
That these costs or charges are complete and transparent
Accessible order information
Delivery as expected
Delivered goods arriving in an acceptable condition
Proper support with unsatisfactory or attempted deliveries
A clear and straightforward returns process
Several principles stipulate that the consumer should be notified prior to a purchase being completed, such as clear product information and total landed costs, to ensure a smoother transaction for both the consumer and the business.
The European Trust Mark is linked to national trust mark schemes, which need to adhere to the ten principles to join this new Europe-wide network. Businesses that are part of a national scheme and comply with the Trust Mark can use the official logo on their websites, reassuring their customers of a straightforward e-commerce experience.
Věra Jourová, European Commissioner for Justice, Consumers and Gender Equality, has highlighted the importance of the European Trust Mark in encouraging cross-border e-commerce, as ‘currently, only 15% of European consumers buy online from other member states’.
About David-Alexandre Krupa