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Companies may not qualify for the online seals of approval big retailers get
By Anick Jesdanun
Updated: 3:56 p.m. ET Dec 24, 2006
NEW YORK - As an online shopper, Claudia Race knows she must look out for scams. So as an Internet entrepreneur working out of her home in New Braunfels, Texas, Race wants to use all the tools available to assure customers they can trust the vacation-rentals service she is about to launch.
But because her small business is so new, Race said she might not qualify for the online seals of approval that Overstock.com Inc. and other larger, established companies are getting to instruct Microsoft Corp.'s Internet Explorer browser to display a green address bar for "safe" when people visit her site. (MSNBC.com is a Microsoft-NBC Universal joint venture.)
"It would put me at a disadvantage," Race said. "I do not want anyone to have any questions, hesitate or have any fear factor. They have to know that I didn't just go grab a logo from somewhere and stick it on my site. I want them to know I'm a legitimate business."
