The Guidelines for Consumer Protection in the Context of Electronic Commerce are designed to help ensure that consumers are no less protected when shopping on line than they are when they buy from their local store or order from a catalogue. By setting out the core characteristics of effective consumer protection for online business-to-consumer transactions, the Guidelines are intended to help eliminate some of the uncertainties that both consumers and businesses encounter when buying and selling on line. The Guidelines reflect existing legal protections available to consumers in more traditional forms of commerce. Their aim is to encourage: - fair business, advertising and marketing practices; - clear information about an online business’s identity, the goods or services it offers and the terms and conditions of any transaction; - a transparent process for the confirmation of transactions; - secure payment mechanisms; - fair, timely and affordable dispute resolution and redress; - privacy protection; and - consumer and business education.
