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The emergence of the Internet as a commercialization method has offered organizations many opportunities. However, when buyers want to execute a transaction online, a certain distrust typically accompanies the need to provide personal data. To address this problem, assurance seals have been designed for use on websites. Different guarantee logos certify compliance with buyer protection laws and offer transparency in the commercial process. Thus, assurance seals displayed on the websites of sellers that adhere to a specific trust system allow consumers to choose among entities that have publicly committed to best business practices. We researched 130 sellers in Europe and Latin America that adhere to assurance seals in order to determine the influence of such seals. Our research shows that the use of trust seals increases Internet sales for more than 66% of these companies, improves their corporate image, enhances the number of potential buyers who visit their websites, and generally captures consumers’ attention.

Purpose ”“ The purpose is to examine the degree of privacy protection in the social networking field. In this sense, we analyze the benefits of the self-regulation of the industry as a complement to the regulations. Methodology/approach/design ”“ We study the Spanish and the European regulations regarding personal data protection with respect to social networks. Findings ”“ The legislative regulations on this subject are insufficient due to their intrinsic limitations in the field. Therefore, we should encourage the approval of good legislation that complements and fills the gaps. Practical implications ”“ The advantages that are derived from the research on this subject are useful for service providers and the public and private sectors in the information society. Therefore, they are useful for society in general. Originality/value ”“ This research article includes the examination of the general utility of society. The aspects that are addressed are applicable to the industry and those who use social networks. The government must prevent infractions that damage consumers and/or users.

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