What is a seal of assurance?

In response to consumer demand for evidence that a web-based business is trustworthy, a number of trusted third-party organizations are offering seals of assurance that businesses can display on their website home pages. To legitimately bear the seal, the company must show that it complies with certain business practices, capabilities, and controls. Examples of seal are: Better Business Bureau (BBB), TRUSTe, Veri-Sign, Inc., International Computer Security Association (ICSA), AICPA/CICA WebTrust, and AICPA/CICA SysTrust.