Concerning the general definition of a "trustmark” as an instrument of self-regulation, it can be said that it is a certificate of sorts (a confirmation), a mark, a symbol, etc., whose use is connected with compliance with obligatory rules as set by the "certifying authority,” where the vendor voluntarily enters into said compliance. The content of a certificate-holder’s (an internet vendor’s) commitments should be above standard (better conditions than those guaranteed by law), including the provision of out-of-court means for settling consumer disputes. An independent third party monitors compliance with these rules.

The goal of a trustmark is to increase the level of buyer trust in an internet vendor (behaviour, products or services offered, which are considered trustworthy on the basis of a certificate awarded by a certifying body).


Lists of such, certified vendors can be found in the "trustmarks” operating in the Czech Republic: 

                 The Association for Electronic Commerce — APEK: www.apek.cz

                 The Direct Marketing and Mail Order Business Association — ADMAZ:  www.admaz.cz

                 The Consumers Defence Association — SOS: www.spotrebitele.info


In Europe the following trustmark organisations, for example, are well known:

                 www.euro-label.com

                 www.trustedshops.de

                 www.confianzaonline.org

Of all ECC network members, the Danish ECC is the most involved in matters of trustmarks:

www.consumereurope.dk.