• silicon.com
• Technology
• Security

By Sally Watson, 25 February 2000 00:30

NEWS Greece has become the eighth European country to back the Consumer Association's Which? Web Trader scheme, as the online kitemark project continues its bid to become a global standard. The accreditation initiative, which last week announced support from Belgium, France, Holland, Italy, Portugal, Spain and the UK, hopes more consumer associations worldwide will follow its model. According to Alan Stevens, editor of Which? Online, the association is also in talks with representatives from Australia and New Zealand. Stevens told Silicon.com: "It's important the Which? Web Trader scheme spreads out across Europe and globally, because consumer confidence is the big issue on the Internet. If people can see a kitemark they recognise on Web sites around the world, then they'll be able to shop there with confidence. "There's a strong potential to make Which? Web Trader into a global scheme," he added. Last week the initiative received E1.3m (£800,000) from the European Union to support its expansion. "The money we've received will ensure we can actually publicise the Web Trader scheme across those European member states," Stevens said. "More importantly," he added, "it will make sure we can keep the scheme free, so companies and small traders who want to join don't have to spend thousands of pounds just to get themselves accredited." The kitemark model means that although individual countries have different consumer laws, each association promises to work together to settle international disputes. Although different national consumer associations put their name on the kitemark, the basic design - a grey and orange circle - remains the same for each. The scheme was strengthened last week with the launch of TrustUK, an initiative led the Direct Marketing Association and backed by the UK government. Stevens said TrustUK is an umbrella body that accredits other schemes. "There isn't any prospect of them working in competition with us. What they're doing is overseeing all other kitemarks for ecommerce and making sure they come up to approved standards," he added.