Good Practices and Innovations in Public Governance 2003-2011

2003 Category 1: Singapore
Asia and the Pacific
Singapore
2003 Category 1 Winner
Infocom Development Authority (IDA)
National Trust Council and TrustSg Programme
Singapore
Description
Building confidence amongst businesses and consumers in order to spur
e-Commerce growth in Singapore.
The Problem
To encourage accreditation of reliable e-commerce websites through the use of trust
marks and third-party certification processes.
The Solution
The process started with the establishment in 2001 of the National Trust Council
(NTC) and the conceptualization of the TrustSg Program, a nationwide trust mark
initiative aimed at addressing the private sector’s concerns. Since the launch of the
TrustSg Program, NTC and IDA have been actively accrediting online businesses as
well as organizing and supporting various marketing activities to boost consumer
confidence in online transactions. Existing and potential Trust Mark providers such
as trade associations, chambers of commerce and businesses are encouraged to accredit
themselves under the TrustSg Program. If their Code of Practice meets the
standards set by NTC, they will be appointed as Authorized Code Owners (ACO) and
given the authority to award the TrustSg seal to the online businesses within their
industry. NTC, with the support of IDA, has also put in place an effective system to
answer questions and complaints. ACOs affiliated in the TrustSg Program are required
to come up with a way to address questions involving its accredited businesses.
The mechanism must include either internal procedures for answering complaints
or other procedures facilitating Alternative Dispute Resolution (ADR)
methods. NTC is charged to specifically look into areas of trust marks, risk and fraud
management, as well as good practices in e-commerce.
Its main objectives are to:
• Help businesses and consumers increase trust and confidence in e-commerce;
• Develop and promote the TrustSg Program;
• Develop and promote the best e-business practices and trustworthy e-commerce
environment;
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