Selling Online

The continued viability of e-commerce depends on sellers who follow ethical business practices with regard to advertising, customer privacy, delivery of goods and other important factors.

Online sellers are encouraged to follow the Better Business Bureau's Code of Online Business Practices which sets guidelines for ethical selling on the Internet. The code requires truthful and accurate communications between sellers and buyers, customer satisfaction policies and requirements for security and privacy. The Code can be viewed at www.bbbonline.org in the business section of the Web site.

Advertising

FTC rules regarding advertising apply to online merchants. Any advertising that is deceptive, misleads consumers or is inaccurate violates FTC rules. Additional information on advertising is available by accessing "Dot Com Disclosures: Information About Online Advertising" at http://business.ftc.gov/documents/bus28-advertising-and-marketing-internet-rules-road/.

Spam

Businesses that send out bulk e-mails must comply with the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act). The FTC enforces the Act and the U.S. Department of Justice has the authority to pursue criminal prosecutions for violators. The Act's main provisions include:

• prohibition of false or misleading header information in the "to" and "from" sections of an e-mail;
• prohibition of deceptive subject line ("you have just won a million dollars," for example); and
• requiring an "opt-out" or e-mail removal option.

Privacy Policies

Information that you provide to an online retailer may or may not stay private. It is important to buy from online retailers who have privacy policies that are displayed on the Web site and accessible for you to read. Online sellers who do not have privacy polices can and will share your information with "partners" and other retailers.

SIDEBAR: Privacy policies relating to children less than 13 years of age are required under COPPA.

Prompt Delivery of Goods

Under FTC rules, if an online seller cannot ship the goods ordered within the time promised (or otherwise 30 days), the buyer must be informed of the delay and given the option to either cancel the order and get a refund or wait for delivery.