TRUSTe Certifies Web Privacy Practices for Pepsi

September 16, 2008 (San Francisco, Ca.) - TRUSTe, the recognized authority on privacy best practices on the Internet, today announced it has certified the Web privacy practices for Pepsi, demonstrating the company's commitment to protecting consumer privacy.

Pepsi (www.pepsi.com) now offers safe member registration for those who wish to receive special promotions and company news. This registration process is protected by TRUSTe's email seal of approval and information is not shared with any third parties. TRUSTe awards its privacy seal only to companies that complete the rigorous TRUSTe certification process and agree to comply with ongoing oversight and TRUSTe's consumer dispute resolution process.

"Pepsi acknowledges the importance of online privacy in a networked world," said John Vail, director, Interactive Marketing Group, Pepsi-Cola North America. "By enlisting the help of TRUSTe, we'll enhance our privacy processes while providing consumers with an optimal online experience."

The TRUSTe Privacy Seal is one of the most recognized branded symbols of trust among consumers. The TRUSTe Privacy Seal communicates that a Web site has posted a privacy statement and that its information gathering and dissemination practices follow guidelines for notice, choice, access, security and redress outlined in the Federal Trade Commission's Fair Information Practices. Specifically, TRUSTe seal holders agree to:

• Disclose their information gathering and dissemination practices;
• Give consumers choice to limit any secondary uses of their personal information through opt-in or opt-out;
• Provide users with access to their personal information to correct any inaccuracies; and
• Ensure that reasonable security mechanisms are being used to protect the data that is collected.

Ongoing monitoring and the Watchdog Consumer Dispute Resolution mechanism are cornerstones of the TRUSTe Privacy Seal and Certification Program. Through automated MAXAMINE monitoring, TRUSTe systematically monitors the practices of seal program participants to ensure ongoing compliance with program requirements. In addition, TRUSTe provides consumers and organizations an effective, easy-to-use method to resolve privacy disputes through its online Watchdog Dispute Resolution service.

"By becoming a TRUSTe seal holder, Pepsi is sending a clear signal to consumers that they are serious about protecting privacy and respecting the wishes of the people who visit their Web sites," said Fran Maier, CEO of TRUSTe. "We are proud to have Pepsi, a bona fide brand, join the ranks of thousands of other organizations committed to building consumer trust online. Its participation in the TRUSTe Privacy Seal program will allow millions more consumers to enjoy heightened online privacy protection each month."

A recent survey found that consumers are becoming more concerned with online privacy -- 94% of consumers view privacy as an important issue(1) -- confirming the growing market need for credible third party validation of online trust and privacy. TRUSTe currently monitors and validates privacy practices on 2,400 Web sites, responding to increasing demands for consumer online privacy and protecting more than 240 million consumers per month.

About TRUSTe
TRUSTe helps millions of consumers identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. TRUSTe ensures online privacy and protects confidential user information on more than 2,400 Web sites and many of the most highly trafficked, including Yahoo, AOL, Microsoft, Disney, eBay, Intuit, Pepsi and Apple. Independent research shows that when a TRUSTe web seal is present, visitors and customers are more likely to share personal information, register at higher rates and spend more money. To learn more about internet privacy visit www.truste.org.

(1) TNS & TRUSTe Annual Consumer Privacy Study, 2008