C. Good business practices
63. To complement the efforts of Governments and civil society to build trust in e-commerce, businesses must also play an important role. There is a need for better business practices to enhance consumer trust, especially in cross-border e-commerce. Businesses may respond to such needs by engaging in self-regulation, trustmarks, codes of conduct and best practices. 64. The Better Business Bureau promotes good business practices and self-regulation in the field of consumer protection and is especially active in e-commerce. Its code of business practices includes eight principles – build trust, advertise honestly, tell the truth, be transparent, honour promises, be responsive, safeguard privacy and embody integrity – and its ratings contribute to consumer trust in the digital market . 65. The field in which self-regulation has perhaps yielded the most tangible results is that of advertising. There are multiple initiatives in developed countries, such as the codes adopted by the European Advertising Standards Alliance (see http://www.easa-alliance.org) and the Self-Regulatory Principles for Online Behavioural Advertising in the United States . In addition, the Network of the Latin American Self-regulation Advertising Organisms was created in 2007 to promote responsible advertising and freedom of speech .
