The SafeBuy Assurance Scheme for web-based retailers is operated by Software Research Ltd. It is endorsed by TrustUK, the industry self-regulatory body set up by the Consumers' Association and the Alliance for Electronic Business, supported by the UK Government.

Supporters include Carphone Warehouse, the Institute of Directors and the Institute of Direct Marketing.

The Scheme, amongst other things, requires web retailers to:

adhere to the terms of the Sale of Goods Act, the EU Distance Selling Regulations and the EU Directive on Privacy and Electronic Communications;
conform to the Data Protection Act 1998;
provide security for the processing of credit card transactions;
include physical location and contact details for themselves on their website;
display the total price consumers must pay for goods including delivery costs and provide a clear explanation of the delivery procedures;
advise the consumer if 'cookies' are required for the processing of data;
not use 'spam' for marketing purposes;
avoid exploitation of children.

With a reported 11 million domestic PCs in the UK and web sales on track to reach at least £14 billion in 2003, making 6% of all retail sales (IMRG), the standards required in the SafeBuy Scheme are a springboard to retailers who wish to differentiate themselves from less reputable or secure operations.

Unlike other web retailer schemes, SafeBuy is not designed to be a shopping directory. SafeBuy vets all sites prior to accreditation and continuously carries out “mystery shopper” exercises to check that retailers are adhering to the Scheme.

In the event of a consumer purchasing problem, SafeBuy has a mediation service, at no cost to the consumer or retailer, which can be referenced via the contact tab. Mediation covers the buying process but does not cover the fitness of the goods or services for their purpose or the delivery procedures.

The consumer has a further right of redress through the EEJ-Net scheme run by the Chartered Institute of Arbitrators.

Software Research have been evaluating high-tech products and services in the UK since 1987 and independently reporting to subscribers and report purchasers. It produced the 800-page Corporate PC Millennium Report for the Sunday Times and continuously publishes the Good Software Guide. It has no connection with any manufacturer or service provider and does not take any advertising or sponsorship. The SafeBuy scheme is funded by charges on retailers.


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