A new worldwide regulatory body has been formed with the the aim of building consumer trust in ecommerce.

The Global Trustmark Alliance, which includes FEDMA (Federation for European Direct and Interactive Marketing) and self-regulatory organisations from Europe, the USA and Asia, aims to promote a safe system for cross-border transactions.

Says Alistair Tempest, director general of FEDMA: "Problems such as spam and online scams can destroy consumers' trust in online marketing and e-commerce. We hope this initiative will help consumers identify reputable ecommerce sites, and contribute to the continued growth of cross border ecommerce and marketing."

One of the first aims of the GTA will be to set up guidelines to resolve cross border complaints and later to issue an international trustmark.

Data sourced from mad.co.uk; additional content by WARC staff