Xiaomi Partners with TRUSTe for Privacy Assessment Technology and Certification Services


Xiaomi, the Beijing-based leader in smartphone, electronics and services, is the latest global company to choose the TRUSTe Assessment Manager platform to bring increased efficiencies and scale to their privacy program. Xiaomi will use the platform to perform ongoing Privacy Assessments and PIAs for the MUIU operating system and other services in the quest to bring Privacy by Design into the mobile architecture and product set.

Under the partnership TRUSTe has also assessed and certified that Xiaomi’s mobile operating system MIUI (and its native apps), cloud services and e-commerce websites all abide by TRUSTe’s privacy standards. The company has had a full review of its privacy practices and worked to ensure all mobile applications that collect sensitive information are encrypted, that all payment pages have the proper encryption to protect users’ sensitive information and application permissions are limited to only what was needed to operate on a user’s device.

The certification process helps to ensure Xiaomi is transparent and accountable to the practices outlined in the company’s privacy statement. TRUSTe Assessment Manager enables Xiaomi to maintain these privacy commitments, demonstrate compliance and assess the privacy impact of new product releases. This will simplify the process of maintaining the certification going forward and help Xiaomi achieve various global compliance targets efficiently.

“With this privacy certification, Xiaomi is demonstrating our deep concern for user privacy,” said Baoqiu Cui, Chief Architect at Xiaomi. “User privacy is always our top priority, and the Privacy by Design approach has been incorporated into our product design process. As of today MIUI has over 200 million users, and our e-commerce website has even more. Getting both MIUI and the e-commerce website certified is a huge milestone, not only for the company, but also for our users. With the TRUSTe certification, our users have even greater peace-of-mind knowing their data is well protected.”

“TRUSTe Assessment Manager and Privacy Impact Assessment process can help us meet our privacy compliance requirements much more efficiently. Efficiency is very important for a fast growing product like MIUI, whose developer’s build is released every week and stable build is released every month.” said Baoqiu.

Read further details in our press release here

Awareness of DAA AdChoices Icon Rises to 42%

DAA AdChoices IconNew research findings published today, show consumer concern over online tracking for targeted ads has fallen from 65% to 61% over the last year and awareness of the DAA AdChoices icon, has risen to 42% – five points higher than last year (37%). These latest stats show the sustained growth and success of the DAA program but also what’s at stake for the digital publishing industry as 28% report they had used adblocking software in the month prior to the survey.

As consumers become more aware of how they can control the types of ads they see, they are more likely to feel positive about online behavioral advertising in general. Almost 2 in 5 (39%) said the information available through the AdChoices Icon, along with the option of opting out of OBA, would make them feel more positive about the concept of targeted ads. These findings are based on data from an online survey conducted by Ipsos, commissioned by TRUSTe, with 1,000 adults aged 18-75 in the US from December 17-22, 2015. Tracking data is available for the previous four years.

According to the survey, the business impact of consumers’ privacy concerns remains high with 89 percent avoiding doing business with companies they don’t believe protect their privacy and 74 percent of those who worry about their privacy online limiting their online activity in the last 12 months due to their concerns. Of those who worried about their privacy online, 51% did not click on an online ad in the last 12 months – the most common action taken due to privacy concerns.

The DAA program covers online, mobile and video ads and was developed in conjunction with the advertising industry to provide users with more control over their online ad experience and the option to opt-out of personal targeting without blocking ads altogether. Later this week, TRUSTe CEO Chris Babel will be speaking on a Publishers’ Roundtable titled “The Increasingly ‘Relevant’ Ad-Financed Business Model” at the Digital Advertising Alliance 2016 Summit from May 12-13.

Find out more about TRUSTe’s Ad Compliance Manager technology solution here.

May Spotlight: TRUSTe Speaking at Events in Toronto, LA and London

Screenshot 2016-04-30 09.57.18IAPP Canada Privacy Symposium 2016

May 11 – May 12


The privacy landscape is changing at breakneck speed, and your job is becoming more complex by the day. Boasting exceptional education, unmatched networking and a strong community of privacy professionals, the Symposium returns to help you step up your game.

TRUSTe’s Eleanor Treharne-Jones will be speaking on Wednesday, May 11th, 11:45am-1pm on “Are You Ready for the GDPR? Let’s Find Out.”

> Register here


Digital Advertising Alliance Summit 2016

May 12 – May 13

Los Angeles

The Digital Advertising Alliance Summit 2016 is a full-day event and provides a unique opportunity for DAA Program participants to learn about the latest developments in industry self-regulation.

TRUSTe’s Chris Babel will take part in the panel, “Publishers’ Roundtable 2016: Congratulations to the Increasingly ‘Relevant’ Ad-Financed Business Model” alongside industry experts at Viacom Media Networks, Netflix, Daily Actor, and the American Advertising Federation (AAF).

> Register here


IRMS Conference

May 15 – May 17


The Information & Records Management Society (IRMS) Conference brings together information professionals to provide an independent perspective on key challenges surrounding this years’ theme, “Information Superheroes – Enabling Business Excellence”.

TRUSTe’s Ralph O’Brien will be speaking on Tuesday, May 17th, 09.00 – 09.45 on “Hero or Villain? The Evolution of Business Information Management”.

> Register here


Global Privacy Enforcement Priorities

May 19 – 9.00am – 10.00am PT

Online Webinar

As the scope of EU law reaches around the world we are also seeing greater international regulatory co-operation. So whether it’s the FTC, the FCC or European DPAs, what are the top priorities on the agenda of global privacy regulators? How is this impacted by the rise of activism and the role of individuals like Max Schrems who have forced legal changes?

In this webinar, experts will review the latest case law and enforcement actions from the last 12 months and share their assessment on what this could mean for the future and how to keep your company out of the regulatory spotlight

> Register here




September Spotlight: Live Demos, Privacy Webinars, IAPP Privacy. Security. Risk. 2015


September 10, 10-10:30 a.m., PDT

Live Demo: Ads Privacy Compliance Technology

Enforcement of DAA principles on interest-based advertising over desktop has been in force for a while now, but mobile enforcement starts Sept. 1. If you leverage interest-based advertising, you’ll need to have the following in place for both desktop and mobile environments across all devices. Learn more about mobile ad compliance in this live demo webinar.

Register here.


September 14- 16

Information Governance Exchange


TRUSTe is solution provider at this two-day event that attracts senior executives working in data privacy, governance and related fields. Attendees will connect with their peers and have the opportunity to attend numerous strategic information sharing sessions, one-to-one meetings and discussions.

Request an invitation here.



Meet TRUSTe: Chris Babel, CEO

Over the past six months we have given you an inside look at the talented, knowledgeable and friendly people who work at TRUSTe. This week we conclude the series with our CEO Chris Babel.


How long have you worked at TRUSTe? It will be 6 years this December.

Tell us about your role at TRUSTe. As CEO, I’m responsible for setting strategy, vision and direction for the company. This encompasses everything from what markets to enter, what products to deliver to help our customers succeed and how to differentiate TRUSTe. Critical to succeeding is our culture and team, as the best strategy in the world still loses without great execution from people who understand the company direction and are passionate about our shared success. On a daily basis this can vary dramatically from meeting externally with customers or prospects to improve our market knowledge or internally hosting our monthly “Beer with Babel” meeting where employees can directly or anonymously submit any question they have about the company and our direction.

How has your role changed over time? When I started at TRUSTe, we had just transitioned from a non-profit organization with 60 employees and were just starting to build our technology platform. Today, we have about 175 employees with more people in product and engineering than we had in the whole company five years ago. Managing the transition to a full-fledged technology company and transitioning the culture with the market concerns around privacy exploding has been a massive change to TRUSTe and exciting challenge.