Word has reached us that the Interactive Media in Retail Group (IMRG) is preparing to re-launch its ‘Internet Shopping Is Safe’ scheme, which aims to reassure UK consumers about online security.

The programme, first launched in 2001 to accredit etailers that adopt its best practices, is receiving a new logo, as well as an updated code of conduct that will reference some of the UK and EU regulations brought in since it began.

Also set for a revamp is the sister campaign called ‘Internet Delivery Is Safe’, which will hopefully persuade more etailers to improve the reliability and convenience of deliveries for shoppers.

"We're completely reinventing and repositioning [the scheme]," says James Roper, IMRG CEO.

The move, expected be announced in the next couple of weeks, seems a timely one, coming in the run up to Xmas and with various studies showing that consumer trust is still something etailers need to tackle. The logos are also starting to look a bit dated.

ISIS is only one of a number of etail kitemark programmes out there - Trust UK, Safebuy and Web Trader UK, for example – and we’re not sure how helpful that is for consumers or firms.

At the end of last year, fulfillment company Zendor reported that only 18 of the UK’s top 100 etailers had bothered to put safety trustmarks on their sites, and even some firms that had been ISIS-accredited were not doing anything to promote it.

However, ISIS is now believed to have the backing of over 1,000 merchants, and a quick glance through the 15 sites covered in our must-read Online Retail User Experience Benchmarks report shows 12 are involved in the programme.


Published 16 October, 2006 by Richard Maven

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