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E-Commerce Guidelines for Merchants The Internet has become a new frontier for marketers and advertisers. Research shows that more than 25 percent of U.S. retailers have sales web sites. And, by 2001 an estimated $300 billion in commerce will be conducted on the Internet. If you're a merchant looking to increase your sales through the Internet, the Better Business Bureau offers the following tips to help build consumer trust in your web site. Include a profile of your business at the web site. Provide information on your physical location, address and telephone number, and the names of the business owners. Successful sites look professional, are easy to read and navigate, and work flawlessly. Broken links can destroy the trust of consumers. Consider qualifying for a meaningful third party seal of approval from a credible organization like BBBOnLine. Advertising to children online raises special issues. The Children's Advertising Review Unit has published specific guidelines that merchants will find helpful when targeting messages to children under the age of 12 (www.bbb.org/advertising). Adhere to ethical advertising practices online. Be sure your advertisements are truthful and accurate. Use claims that can be substantiated. Provide details on your customer service and return policy. Protect shoppers' payment information. Use a secure payment protocol program. Respect the privacy of consumers and their confidential information. Post a privacy policy indicating how information will be gathered, how it will be used, and with whom it will be shared. Respond promptly and fairly to any complaints that may arise. For more information on ethical e-commerce, visit the BBBOnLine web site at www.bbbonline.org.