Slide 4 of 11
The business and consumer communities surely need some predictability and fair treatment so that commerce online will grow as quickly as its potential
to that extent, the legal issues being discussed bear a close relationship to marketing needs-- but more is needed--much more
information environments need sorting mechanisms--in particular, consumers need help finding reliable companies--help in sorting out the fancy web sites that may not deliver as promised from those that can and will
the benefit of low entry barriers creates a parallel risk--the absence of physical cues such as used in the offline world makes choice very difficult
at the same time, we can now get needed information to allow choice to consumers at the right time and the right place--where the advertising is read or the order is placed.
private sector self-regulation provides one important mechanism for doing this