Trust Matters Building Trust Standards on the Web

Trust is a fundamental currency on the web. In a virtual world, where you never
know for sure who is controlling the website you are viewing or consuming
the information you are sharing, meaningful interaction is impossible
without high levels of trust. Increasingly, as cybercriminals have become more
sophisticated in setting up spoof phishing sites to fool users into handing
over personal details and passwords, sites need more than standard
certificates to engender trust. Thawte commissioned a survey aimed at establishing how trustworthy IT managers in three European countries believe their websites to be. This paper reports the findings of the survey and raises some additional questions around
building trust for website owners and managers.