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YOUR SECRETS ARE SAFE WITH USWEB MERCHANTS DREAM about electronic commerce as the perfect medium for one-on-one marketing, where advertising can be tailored to each individual consumer. That idea will work, however, only if consumers are willing to share details about themselves--and many of them won't. Now, the Electronic Frontier Foundation intends to assure those consumers who tell all online that Web merchants won't spread information about them without their permission. The service, TRUSTe, will hold information about consumers and reveal only what they authorize to companies who pay TRUSTe a fee for the privilege.
EDITED BY KELLEY HOLLAND
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Updated June 23, 1997 by bwwebmaster
Copyright 1997, by The McGraw-Hill Companies Inc. All rights reserved.
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