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1 H12-

2 ECOM Online Shopping Trust Online Shopping Trust Online Shopping Trust e Trust Mark e i

3 EC The Direct Marketing Association (UK) Ltd Office of Fair Trading ; Consumers' Association European Commission (International Society DG, Internal Market DG, Health & Consumer Protection DG) FEDMA (Federacion European Direct Marketing Association) (Federation des Entreprises de Vente a Distance) (Federal Ministry of Economics and Technology) Trusted Shops (Deutscher Direktmarketing Verband e.v) ii

4 iii

5 1 (ECOM 01 ) 3,360 (99 )8,240 (00 ) ( EC, 99 6,629 ( 157%)( ) EC ( EC ) ADR () 00 5 Online Shopping Trust Mark (etrustmark01 3 ), (BBBReliability Program ), (Trust UK ) e-japan ADR ECOM (00 3 ) JIS EC JIS (01 ) JIS EC EU,, ADR OECD 99 ADR GBDe,ADR ILPF ADR NPO 72 1

6 2 EC EC EC EC EC 2

7 3 3.1 ECOM Online Shopping Trust

8 Online Shopping Trust Online Shopping Trust Online Shopping Trust () /03/22 ECOM Web

9 EC 5

10

11 EC SWG EC BBBBetter Business Bureau BBB Online Reliability Seal Program ,

12 Trust UK Trust UK Web Trader Online Shopping Trust e Trust Mark (1) EC e Trust Mark 2000 (2)

13 e Trust Mark e Trust Mark KIEC=Korea Institute for Electronic Commerce 22 ECRC e Trust Mark (1) (2) 300,000 (3 ) (3) e Trust Mark (4) 3 (5) e Trust Mark 9

14 (1) (2) (3) Kim Tae Chang Choi Yei Taek-Chung Beomsoo Park Kang Hyun Ku, Lee Won Jae (4) e Trust Mark Online Shopping Trust Mark 10

15 (5) EC (6) e Trust Mark i-safe Mark (7) (1) 2001 (2) e ethe Global Business Dialogue on Electronic Commerce 11

16 / / e e e (1) (2) (3) 12

17 Better Business Bureau Trust UK Trusted Shops e-com trust (4) (5) 20 Tempest 13

18 EC EC (1) 14

19 (2) Better Business Bureau Internet policy and Forum(ILPF) ECOM

20 JIS 2000 / 16

21

22 EC

23 5.1.4 (1) (2) (3) ADR (4) (5) (6) (7) (8) 19

24 (9) (10) TrustUK (11) ADR (12) (13) OECDFTC EUe-confidence e I / /

25

26 ClickNsettleCybersettle BBBonline Cybercourt Dispute.org e-resolution OnlineOmbudsOffice Squaretrade EASA Webassured CybercourtEASA BBBonline Dispute.org eresolution.caonlineombudsoffice ClickNsettleCybersettle SquareTradeI-courthouseWebassured EASAClickNsettle CybercourtCybersettle Dispute.orgeResolution.caOnlineOmbudsOfficeI-courthouse BBBonlineSquareTradeWebassured CybersettleDispute.orgeResolution.ca CybercourtOnlineOmbudsOffice 22

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31 7 7.1 EC SWG (1) (2)

32 (3) ISO (4) (1) 2 (2) (3) 28

33 (1) (2) (3)

34 ECOM ECOM WG

35 7.2.2 The Direct Marketing Association (UK) Ltd Haymarket House, 1 Oxenton Street, London SW1Y 4EE :0012: (1) Colin Lloyd Chief Executive (2) Robert Dirskovski Policy Advisor - Telecommerce (1) Trust UK OFFICE Performance Innovation Unit 2 EC EC DTI EC Trust UK E EC 85% EC (2) Trust UK TrustK 31

36 (3) Trust UK 5 DMA(Direct Marketing Association)CSSA(Computing Services and Software Association)CBI (Confed -eration of British Industry)e-centreUKEFI(Federation of Electronics Indus -try) Alliance 90% Alliance Alliance Alliance DTI Trust UK (4) Trust UK (5) Trust UK Alliance Trust UK Trust UK 3 (6) 32

37 (7) TrustUK CodeOwner DMA E-Trader Consumer (8) Trust UK (9) TrustK 33

38 Office of Fair Trading ; torrington Place London WC1E 7HW :0016: (1) Mike Lambourne ; UK & International Liaison Consumer Affairs divisuion (1) (2) Buckingham Palace Road London SW1W 9SS :0012:00 34

39 (1) David Love Director, international Communication policy (2) Martin Bond ; Assistant Director, Consumer Affairs directorate (3) Richard O'neill ; European Communications Policy Unit Communications and Information Industries Directorate (1) (2) (3) 6 (4) Trust UK Trust UK Trust UK (5) 35

40 (6) (7) Consumers' Association Marylebone Road London NW1 4DF :0016: (1) Ajay Patel Principal Lawyer (1) Web trader (2) 36

41 70 10 (3) Trust UK Code of Conduct Web Trader Trust UK Code Trust UK (4) Trust UK Trust Trust UK Trust UK Web Traders Trust UK Trust UK Trust UK (5) (6) 6 37

42 7.2.6 European Commission (International Society DG, Internal Market DG, Health & Consumer Protection DG) Rue de la loi/wetstraat 200,B-1049 Brussel :0019: (1) Timothy FENOULHETPolicy Planning Unit (2) Andrea SERVIDA ; Project Officer (3) Tobias MACKIE ; Administrator Financial Transactions and Payment Systems (4) David MAIR ; Administrator Policy Development (5) ArnoldVahrenwald Prof.Ph.D. ; European Commision Joint Research Centre (6) Pia LINDHOLM ; Administrator The Media, Communication and unfair Competition (1) (2) 38

43 EEJ-NET (3) 7 Web Traders EASA(European Advertisement Standard Association) FEDMA (Federacion European Direct Marketing Association) Av de Tervuren,B-1150 Brussel :3017: (1) Alastair Tempest Derector General Government Affairs & Self-Regulation (2) Malcolm Quigley ; Public Relations and Communications Manager (3) Asuncion Caparros ; ABN-AMRO Bank:Manager European Affairs (1) TrustUK mark EU BBB EC EU EU 39

44 GBDe (2) ADR (3) Ring of Confidence , boulevard Vincent Auriol Paris CEDEX :3017: (1) Aline Peyronnet Sous-directrice de la Protection du consommateur 40

45 (2) JoelD'angio ; Charge de mission des nouvell technolpgies de Information (3) Marie-ThereseMarchand ; (1) 98 Mediator 7 Web Trades Code (2) (Federation des Entreprises de Vente a Distance) , rue La Boetie Paris :0018: (1) Dominique du CHATELIER; Secretaire General

46 (1) 99 6 L@BELSITE (Federal Ministry of Economics and Technology) Scharnhorststr D Berlin Federal Republic of Germany :0012: (1) Dr.Raphael L'Hoest ; Deputy Head of Division (1) Distance Selling EU

47 Withdrawal 7 14 EU 3 UWG AGBG Neuenburger Strabe 15 D Berlin :0015: (1) Dr.Jurgen Schmidt-Rantsch; Ministrial Counsellor (1) Information and Communication Service Act 1997 (liability of providers of teleservices) 43

48 (2) (3) Haustur geschaffs widerrufsgesetz1986 (4) Act against Unfair Competition 6 Pyramid Schemes Multi Level Marketing Multi Level Marketing Multi Level Marketing 6 1 Multi Level Marketing Pyramid Schemes 6 Multi Level Marketing Multi Level Marketing Sales Structure recruting structure Pyramid Schemes 44

49 (5) (6) Inertia Selling (7) opt-in system (8) Trusted Shops Theodor-Heuss-ring 23 D Koln :0011: (1) Jean-Marc Noel ; Managing Director 45

50 (2) Carsten Fohlisch ; Legal Counsel (1) 70 IMPACT 30 AGV (2) shop (3) Trusted Shops (4) 2 1,000 15, (5) Trusted Shops 46

51 30 TrustedShops (6) (7) 1 30 (8) (Deutscher Direktmarketing Verband e.v) Hasengartenstabe WiesBaden

52 :0016: (1) Bottina Hofner ; Leiterin Neue Medien (1) (Euro Handels Institut: 60 ) 11 2 (Deutscher Direct -marketing Verband: ) (2) (3) DDV EHI (4) 48

53 SWG 49

54 9 50

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59 JIS Z Ver () Consumer Protection in Electronic Commerce - Guidelines a b c d e f 55

60 Z a b c d 4.2 a b c d e f g a b c d e f a b c d

61 Z a b a b c a b c

62 Z a b c d

63 Z a b c

64 Z

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73

74

75 qualified clearing house 71

76 SquareTrade Cybersettle i-courthouse 50 "fair and effective" Best Practice Model CaseTrust

77 Clearing House Consumers International enforce "No Teeth" Consumers Association UK "Which? WebTrader" TrustUK "Scheme of Schemes" 73

78 3.2.2 e-privacy Mail Order Rule Sweepstake code of conduct Consumer Complaint Resolution Mechanism Yes/No 74

79 ClickNSettle fully-automated "blind bid" 30 settled Online Resolution Face-to-face 75

80 funding SQUARE TRADE low value, high volume SquareTrade AuctivaAuctionWatch.com

81 E resolution cybertribunal guarantee unbiased ECODIR (Electronic COnsumer DIspute Resolution) Nora (Professor and President, Inter-Mediacion. Inc.) 77

82 Drahozal (Professor, University of Kansas School of Law) low value 3.6 mandatory voluntary binding non-binding mandatory accreditation enforce

83 Court Web fair effective Mbone cross-border

84 binding Barbara Wellbery Morrison & Foerster voluntary mandatory binding non-binding binding define "light-touch" National Privacy Protection Law code code

85 3.9.4 policy framework code Trust code code Network Solutions National Consumer League 81

86 co-regulation code enforcement good practivce National Consumers League e-wise Network Solutions "Ethical Net Vendor" 82

87 4 83

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