The SafeBuy Assurance Scheme for web-based retailers is operated by Software Research Ltd. It is endorsed by TrustUK, the industry self-regulatory body set up by the Consumers' Association and the Alliance for Electronic Business, supported by the UK Government.

The Scheme, amongst other things, requires web retailers to:

• adhere to the terms of the Sale of Goods Act, the EU Distance Selling Regulations and the EU Directive on Privacy and Electronic Communications;
• conform to the Data Protection Act 1998;
• provide security for the processing of credit card transactions;
• include physical location and contact details for themselves on their website;
• display the total price consumers must pay for goods including delivery costs and provide a clear explanation of the delivery procedures;
• advise the consumer if 'cookies' are required for the processing of data;
• not use 'spam' for marketing purposes;
• avoid exploitation of children.

With a reported 11 million domestic PCs in the UK and web sales on track to reach at least £14 billion in 2003, making 6% of all retail sales (IMRG), the standards required in the SafeBuy Scheme are a springboard to retailers who wish to differentiate themselves from less reputable or secure operations.

Unlike other web retailer schemes, SafeBuy is not designed to be a shopping directory. SafeBuy vets all sites prior to accreditation and continuously carries out “mystery shopper” exercises to check that retailers are adhering to the Scheme.