Truste takes data protection campaign into Europe

US online privacy campaigner, Truste, is to expand its campaign for self-regulated data protection to Europe.

The group has announced the appointment of investment banker, Adrian Friend, as its interim European director.

Until now, battles over data protection have been strictly territorial - with the EU advocating strict legislation, while the US favoured industry responsibility. But Truste's move will blur the lines.

Friend described Truste's expansion as the first step towards creating a global brand for online privacy. He will liase with Europe's data protection officials to ensure that the group's European program reflects cultural and legal differences over here.

Truste, whose US sponsors include America Online, Microsoft, Netscape and IBM, has already signed a sponsorship deal with European software vendor, Scala Business Solutions.