Complex Task Of Auditing Web Content Leading To Dip In Online Confidence

Non-compliance caused by the sheer complexity of managing privacy and data security on the Web is leading to erosion in online consumer confidence.

According to online risk specialist Watchfire, simply complying with privacy statements requires a 14-point minimum checklist. These include an inventory of all forms collecting personal data, monitoring cookie and Web beacon usage, checking third party links, monitoring opt-in and opt-out usage for permission-based marketing and checking links to privacy statements.

Organisations must also monitor and check the quality of their websites taking into consideration issues ranging from checking spelling, making sure weblinks are valid, content is searchable and browser compatibility. Further, organisations may also have site accessibility and site security checklists to comply with. Complicating matters is that all of these must be replicated across every Web page, and across every website within the organisation.

The process is so complex that it is either never completed, or is done with a high degree of inaccuracy within organisations. This is leading to an increase in high-profile security breaches and privacy leaks and a corresponding decrease in consumer trust and confidence online.

This is supported by research from Forrester Research – 94% of consumers agree that the risk of providing personal information online outweighs the benefit; 61% indicated that security and privacy concerns caused them to curb their willingness to give their credit card information online. Furthermore, 36% have scaled back their purchases of goods and services online. Similarly, confidence when transacting online had declined significantly, even amongst experienced users.

“Manually monitoring a website is like painting the Forth Bridge, with no tangible impact on privacy or security,” said Mark Hughes, UK managing director, Watchfire. “But it doesn’t have to be this way. Stopping the erosion in consumer confidence comes down to two fundamental basics - respecting customer privacy and delivering on the promise of data security. In other words inspect what you expect.”

“This in turn demands constant vigilance and monitoring - in effect, an automated risk management solution that incorporates application vulnerability tests, compliance with industry regulation and the ability to monitor compliance with bespoke corporate standards.”

“This information must then be delivered to the right people at the right time, in order to ensure a fast resolution. Only by proactively monitoring and improving the overall security, privacy accessibility and quality compliance of this important channel can consumer confidence be restored,” Hughes concluded.

About Watchfire
Watchfire provides software and services to manage online risk. More than 250 enterprise organisations and government agencies, including, Vodafone, Sky, Nationwide Building Society, Boots, IBM, and Dell rely on Watchfire to monitor, manage, improve and secure all aspects of the online business including security, privacy, quality, accessibility, corporate standards and regulatory compliance.