Online branding scheme meets with warm approval

The UK Consumer Association's call to set up a worldwide online branding scheme has been warmly received across Europe, with six countries announcing plans to launch parallel schemes.

The 'kite mark' scheme, which launched in the UK last week, is designed to protect consumer security online. Sites that want to display the logo must sign up to a strict code of practise.

Alan Stevens, editor of Which? Online, said: "We've been talking to consumer associations all over the world. Everyone's in favour of the scheme but some have moved quicker then others."

The Dutch consumer organisation, Consumentenbond, unveiled its version on Friday. Belgium, Spain, France, Italy and Portugal will all follow suit in the next few weeks.

According to Stevens, all the logos will look similar, with one basic design superimposed by the lettering of the individual association. "Each country has its own independent scheme, so consumers can consult locally," he said.

Stevens added that he expected most major countries where online goods can be bought to have their own versions up and running by the end of the year.

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