New privacy certification solutions have been released by TRUSTe to help UK businesses address consumer privacy concerns.

Its research found that 90 per cent of consumers were concerned about their privacy online, and 88 per cent would not conduct business with companies that they felt were failing to safeguard their online privacy. However a survey of 2,000 adults in the UK found that half were aware of the TRUSTe green privacy seal.

Once a business is certified with the privacy certification solutions, it can display the green TRUSTe Certified Privacy Seal on their site. The solutions include full-service consumer dispute resolution services, which enable businesses to address consumer privacy complaints, while TRUSTe's combination of privacy solutions enable a business to address regulatory compliance.

Chris Babel, CEO of TRUSTe said: “Good online privacy practices are not just about meeting regulatory compliance, but also building consumer trust. With the underlying reality that data is easier to collect, cheaper to store and faster to analyse than ever before, it is even more important that companies can easily demonstrate to consumers that they take privacy seriously.

“TRUSTe's Certified Privacy Seal does just that. We have helped thousands of companies manage their online privacy practices for 15 years, and it is a natural step to extend these services to the UK market.”

Brands such as Apple, eBay, LinkedIn and Microsoft have adopted TRUSTe certificates, with participation growing by over 60 per cent in 2011, with over 4,000 new businesses certified under the TRUSTed websites programme.