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eBay Named Most Trusted Brand in America

Yahoo and Facebook Also Crack the Top 10

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TRUSTe has released the results of its analysis of the privacy practices of the largest brands in the US, and found that eBay is the most trusted company. Other web brands in the top ten include WebMD, Yahoo, and Facebook. Interestingly enough, Google didn’t crack the list.

Here is the top ten:

Top Ten Trusted Brands

"According to the 2009 survey results, eBay is the Most Trusted Company for Privacy, proving that the e-commerce site can protect consumer privacy, all while handling massive volumes of sensitive data across the globe," says TRUSTe.

"Year in and year out our Most Trusted Companies for Privacy study is a fascinating snapshot of public sentiment toward business, and the overall drop of financial services organizations in 2009 continues that trend," says Dr. Larry Ponemon, chairman and founder of the Ponemon Institute, who commissioned the study. "With the banking industry at the center of a national financial crisis, it’s no surprise to see a loss of trust reflected in the rankings of even those top performers on this list. Meanwhile, the continued strong showing of e-businesses such as eBay, WebMD, Yahoo!, and Facebook seems to demonstrate consumers’ growing comfort with doing business online."

eBay was certainly happy about its ranking on the list. "We are honored to learn that TRUSTe and the Ponemon Institute have recognized our leading practices for privacy, security and trust – all qualities we feel are synonymous with our brand," said Scott Shipman, CPO of eBay "At eBay, we constantly and carefully listen to customer feedback and respond with program enhancements to improve the high level of trust and satisfaction our members enjoy."

I wonder if eBay’s trusted reputation will be tarnished after news of a lawsuit from Skype’s founders, who claim the company has been using their source code without permission. That’s not really a privacy issue though.

eBay Named Most Trusted Brand in America
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  • http://www.durashopping.com Guest

    I trust Ebay! I trust that Ebay will get every penny out of me for fees that is allowed by law.
    I trust them to continue to be greedy A- holes.

    Scott Shipman CPO of eBay “At eBay, we constantly and carefully listen to customer feedback and respond with program enhancements to improve the high level of trust and satisfaction our members enjoy.”

    Thats so funny!! LOL!

  • Rockman

    Let me translate for you hayseeds, TrustE is throwing a nice little PR bone to some of their bigger clients. Otherwise, how on earth would FaceBook even make the top 10? And Verizon? The guys that got busted by the FCC for selling phone numbers? Right. Sorry, but I don’t trust Ebay, the haven of scams and ripoffs, any further than I could throw a piano.

    Here’s some perspective – a survey conducted by Benjamin Edelman in January 2006 found that sites with TRUSTe certification were 50% more likely to violate privacy policies than uncertified sites. Hayseed explanation coming – if you are paying TrustE fees for their silly little site badge there’s no way they will discipline or terminate you and throw away that revenue. TrustE even admits this saying “…punishing bad guys and terminating rule breakers does not further TRUSTe

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