 If you don't know an online retailer by its brand or reputation, these tips can help you determine whether they're operating a secure and trustworthy Web site before you enter your credit card number or personal information. Before you select a store| • | Do a background check. Look for a physical address (not a Post Office box), request a catalog by mail, or call and talk to a company representative. | | • | Explore the Web site for third-party seals of approval such as: 
BBBOnLine (Better Business Bureau Online) or 
TRUSTe Companies can put these seals on their sites if they abide by a set of rigorous standards—such as how complaints and disputes will be resolved and how personal information can be used. If you don't readily see these seals on the site, look in the privacy policy or "Terms & Conditions" which should be clearly posted on the site.  Tip: If you do see the seals above, click them to make sure they link to the organization that created them. Some unscrupulous merchants will put these logos on their sites without permission, and they're less likely to get caught if they don't link back to the site. | | • | Find out what other shoppers have to say about an online store on comparison sites such as Epinions or Bizrate. These sites have customer evaluations built into their design with a number of smiley faces or stars. | | • | Review their shipping methods and policies to determine what carriers they use, their shipping rates, and if they provide tracking and insurance. Also find out where they ship from—goods are sometimes sent from international locations, which require customs and extra time. |
Before you enter your credit card numberSo, you've found the perfect item at the perfect price and you're ready the purchase. Before you enter your credit card number, make sure the store you've chosen abides by the following rules. | • | The company should only require personal information that's necessary to complete the purchase. You will probably enter your credit card number, address, and telephone number. Be wary if they ask for other information such as your Social Security number, bank account numbers, or your mother's maiden name. Note: Some reputable companies might ask for your interests by having you check certain boxes. This information should not be required to complete the purchase. | | • | The Web site should use secure technology. When you get to the screen where you enter your credit card number or other personal information, make sure that the Web address begins with https (for example, https://www.tailspintoys.com/) and check to see if a tiny locked padlock appears at the bottom right of the screen, as shown in the following image.
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 Example of a Web site that uses https in the address and a secure site lock icon If you use Internet Explorer 7 you will get another layer of protection with sites that use Extended Validation (EV) SSL Certificates. The address bar should turn green to alert you that there is more information available about the Web site. The identity of the Web site owner is also displayed on the address bar.  An EV SSL certificate not only helps ensures that the communication with a Web site is secure, but also includes information about the owner of the Web site, which has been identified by the Certification Authority (CA) issuing the SSL Certificate. For more information, see Internet Explorer and Extended Validation SSL certificates. Update your Web browserInternet Explorer 7 includes improved security features that make it easier to see which sites provide more secure data exchange, so you can shop and bank online with confidence. To learn more see Internet Explorer 7: Help protect against identity theft and more. Visit the Internet Explorer Web site to download and install the browser now. Trust your instinctsIf a site matches all the criteria above, then there's a good chance that the site is both legitimate and reliable. But as with most things online or off, if you get a bad feeling about a store, skip it and shop somewhere else.
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