World Trustmark Alliance is developed from Asia Trustmark Alliance (ATA), which established by 4 founding members from Japan, Singapore1, South Korea and Taiwan in 2003. During 2011, member and partners of ATA, including CNSG (CommerceNet Singapore), CASE (Consumer Association Singapore), EC Network (Japan), EcomViet (Vietnam), NIPA(South Korea), Qartas Corporation (Philippines), Secure Online Shopping Association (Taiwan), TradeSafe (Japan), DBD (Thailand), TRUSTe (USA) and AIMX (Mexico) proposed collaborating with eConfianza, BBB online, Global Trustmark Alliance, and expanding to a world organization, World Trustmark Alliance (WTA).
WTA remains a membership-based organization with 37 trustmark operators from 30 countries as mentioned by Cybersecurity (Malaysia) in 2014. In the transition periods from Asian framework into the global scale, ATA has been able to be participate in Pathfinder Projects in E-commerce Steering Group/Data Protection Subgroup of Asia-Pacific Economic Cooperation. since 2007. WTA had honorarily recommended by Global Business Dialogue in E-commerce to be the guest at APEC from 2012 until now.
Along with the speedy technological breakthroughs, digital trade had played a critical role through B2B and B2C Ecommerce in every economy. WTA realized Trustmark scheme needs to work closely with industry and trade partners to operationalize the best practices, thus to build business trust and consumer confidence in a sustainable way. During 2019, WTA annual meeting in Shenzhen China2 agreed to expand World Trustmark Alliance to World Trustmark and trade Alliance. Accordingly, the elements to build a healthy ecosystem from Ecommerce Trustmark to Digital Trade will be the major agenda. The core values from existing 6 principles of Informational Transparency, Marketing Practice, Privacy3, Security, Dispute Resolution and Monitor will be extended and added by Intellectual Property and Best Practices.
Successful Trustmark operators on E-commerce will enhance higher standards of self-regulations, disciplines of industry standardization and implementation of codes of conducts. Above all, WTA anticipates through harmonized operational guidelines, mutual trusts and recognitions across organizations and regions to grow the digital trade and global economy into a more sustainable future after the new normal of 2020.
1 2003 UN Public Service Awards Ceremony for Singapore
2 2019 Annual Meeting with Joint Conference