Clicking With Confidence This Christmas

MORI Social Research Institute conducted a survey of public attitudes towards e-commerce for the Department of Trade and Industry (DTI) in September 2001. Detailed results from the survey can be found here. This page contains the DTI's press release and third party endorsements of the DTI's Safer Internet Shopping Campaign.

DTI press release

DTI campaign shows that Internet shopping is safer than you think

As British shoppers prepare for the annual Christmas spending spree, a new Government campaign is launched today to reassure consumers that they can buy their presents as safely from the web as they can on the High Street.

The campaign aims to raise awareness about e-shopping and demonstrate that it is safe as long as shoppers follow basic, common-sense guidelines. It is backed by figures from a new survey showing that the UK is turning into a nation of Internet shoppers.

The survey into consumer attitudes to e-commerce which was conducted by the MORI Social Research Institute for the Department of Trade and Industry, shows that 26% of people in the UK say they have bought online during the last 12 months - approximately 12 million people. Online retailers like Amazon.co.uk, which recently notched up its four millionth customer, are expecting a bumper Christmas.

However, the survey shows that despite its popularity, the Internet is still regarded with suspicion by many shoppers, even among Internet users. 47% said they were concerned about credit card fraud and 32% were concerned about giving out personal information.

In response to these concerns, DTI has joined forces with business and consumer organisations to deliver better guidance on e-shopping for consumers.

Consumer Minister Melanie Johnson said today:

"Many Internet users prefer online shopping because it is quick and convenient. It's ideal for hard to find items, and a great place to find bargains. However, we know that some consumers are reluctant to use the Internet, for example because of concerns about credit card security and their rights when buying on-line."

"This is why we have developed 'top tips' to help consumers - and these should be particularly useful in the run-up to Christmas."

DTI's guidance on safe Internet shopping is published today in a new e-shopping section on the Government's award-winning Consumer Gateway website, and is also available in a consumer leaflet, which will be available in Citizens' Advice Bureaux, libraries and at Local Authorities.

Safe Internet Shopping -Top Tips:

• Payment: In the EU, the card company must refund you if your credit or debit card is used fraudulently
• Websites: use ones you know or which are recommended - or look for the TrustUK logo. Get the supplier's phone number and postal address
• Records: keep a copy of what you've ordered, plus the supplier's confirmation message
• Quality: your high street rights apply online: see www.consumer.gov.uk
• Cooling off: in many cases in the EU the law lets you change your mind and get a refund within seven working days of the delivery

E-Commerce Minister Douglas Alexander explained why businesses were backing the campaign:

"Shopping online can save time and money. More people shop online here in the UK than in any other country in Europe. This campaign aims to help both consumers and e-tailers."

"E-commerce is transforming UK business. Companies recognise that a good website is as vital today as an attractive shop window. We have won wide support from business, because they recognise the importance of building the trust of the consumer to maintaining and expanding their markets."

The survey demonstrated that perceptions of security risks on the Internet turned out to be far worse than actual experience. 44% of Internet users said they had heard rumours or press reports about credit card fraud on the Internet but among Internet users, only 3% say they have ever had personal experience of card fraud on the net, compared to 5% of them who say they have experienced credit card fraud elsewhere.

Technology and Internet specialist Gail Robinson said:

"DTI's advice will increase consumer confidence in shopping online and quell some of those security fears. The shoppers' checklist is especially useful and will help web users pick out those online stores where they can be sure their credit card information and personal data is being securely transferred and stored."

Notes to Editors and Broadcasters

1. Full advice is available online at the Consumer Gateway website, at: www.consumer.gov.uk
2. B Roll footage (on Beta SP) is available. This includes soundbites from actress Linda Robson (fronting the campaign), Internet expert Gail Robinson, Melanie Johnson MP and Douglas Alexander MP. It also includes GV's of Internet shopping and DTI information leaflets on display. For copies of the B Roll please contact Marc Leuw at TVC on 020-7435 4343 / 07774-234 950. An audio news release is also available.
3. Survey conducted by the MORI Social Research Institute for the DTI on the MORI Omnibus between 20-25 September 2001. A nationally representative quota sample of 2,013 adults aged 15+ were interviewed throughout Great Britain across 193 constituency-based sample points. Interviews were carried out using CAPI (Computer Assisted Personal Interviewing) face-to-face in respondents homes. Data have been weighted to reflect the national population profile. Full details of the survey can be found at  www.ipsos-mori.com/researchpublications/researcharchive/poll.aspx?oItemId=1216. More information about the MORI Social Research Institute can be found at www.ipsos-mori.com/sri.
4. Contact Nicola Savage, DTI Press Office, t: 020-7215 5973; e-mail: [email protected] for the following:
   • Broadcast interviews with Melanie Johnson MP; Douglas Alexander MP; Linda Robson; and Internet expert Gail Robinson
   • Internet shopping case studies from around the UK
   • Campaign photographs of Linda Robson - available electronically
   • Copies of the DTI's 'Safe Internet Shopping' consumer leaflet and campaign poster (available in English and Welsh language versions) -available electronically
5. A selection of statements from industry and consumer organisations backing the campaign is attached .
6. A breakdown of Internet use and consumer perceptions of e-shopping around the UK is attached here.
7. DTI's safe Internet shopping campaign is part of UK online, the Government's national drive to help the UK get the most out of the Internet. A major marketing campaign was launched on 3 November 2001 with nationwide TV advertising. Viewers are directed to a freephone line: 0800-77 1234 where they can get more information on how to get online and answers to their questions, and a campaign website: www.letsallgeton.gov.uk

Press Enquiries: 020-7215 5973/69/64 (Out of Hours: 020-7215 3234/3505) Public Enquiries: 020-7215 5000 Textphone for those with hearing impairments: 020-7215 6740 Internet: www.dti.gov.uk

Safe Internet Shopping Campaign - Third party endorsements

Amazon.co.uk

"Amazon.co.uk strongly supports the DTI's Safe Internet Shopping Campaign. With laws giving Internet shoppers a 7 day cooling off period and protection against credit card fraud, shopping on the Internet in the UK is now safer than shopping on the high street. We have over four million customers at Amazon.co.uk who enjoy the ease and convenience of on-line shopping, none of whom have ever reported fraudulent use of a credit or debit card as a result of using our secure online shopping system."

"E-commerce continues to grow and more people than ever will be shopping on-line this Christmas. We hope the DTI's new Safe Internet Shopping Campaign will encourage even more consumers to realise the benefits of on-line shopping and to shop on-line with confidence."

Michael Miller, Head of Legal Affairs, Amazon.co.uk

AOL UK

"Shopping online can be a safe, convenient and rewarding experience providing you are 'netwise'. AOL UK applauds any initiative/the DTI's initiative to promote safe online shopping and open up the benefits of the online medium to the UK consumer."

Association for Payment Clearing Services (APACS)

"On behalf of our member banks and building societies, APACS (Association for Payment Clearing Services) is absolutely behind the DTI's campaign. If people minimise the chance of fraud by following the check list of tips, and bear in mind that fraud on Internet transactions only accounts for a very low percentage of total card fraud, they can relax and enjoy online shopping."

Paul Marsh, Director of Card Services, APACS

Btopenworld

"Once people know about, and have confidence in, online buying they find it a rewarding, efficient and fun way to shop. BTopenworld strongly supports this initiative which will give more people the confidence to try it for themselves."

Ben Andradi - President and Chief Operating Officer, BTopenworld

British Retail Consortium (BRC)

"BRC welcomes this initiative to promote safe shopping on the Internet. If you surf wisely, following this checklist, you will shop well."

Janet Nunn, Director of Regulatory & Consumer Affairs, BRC

Consumers' Association

"Our own research has shown that as the number of Internet users continues to grow so does the number of consumers shopping online (1). However, many consumers are still concerned about the risks associated with buying goods on the net."

"This new guidance leaflet should give consumers an understanding of how they can protect themselves when they use a credit card to shop online and also give them a clearer understanding of their consumer rights when they buy goods and services online."

(1) Source: 'The Net Result: evolution not revolution', Which? Online Annual Internet Survey, June 2001.

Sheila McKechnie, Consumers' Association, Director

Interactive Media in Retail Group (IMRG)

"IMRG welcomes this Government promotion, which augments industry's Internet Shopping Is Safe consumer campaign. IMRG is there to help everyone benefit from the important breakthroughs being made in e-retailing, and to promote greater understanding of the complex market issues."

James Roper, Chief Executive, IMRG: the industry body for global e-retailing www.imrg.org/Internet-shopping-is-safe

Trading Standards

"Consumer confidence is crucial if online shopping is to expand beyond its current parameters. The Trading Standards Institute is well aware of the concerns associated with purchasing goods using the Internet, and we welcome this initiative to reassure consumers of their rights when buying online."

Richard Webb, Trading Standards Lead Officer E-commerce

TrustUK

"Having set the standards for webtrading two years ago, TrustUK is keen to see the UK exploit the opportunities of e-commerce. Trustmarks, like that issued by TrustUK to organisations which meet its core principles, will become the key to safe shopping online as consumers use them to identify websites which adhere to strict trading standards, are fully vetted and regularly monitored for compliance. TrustUK applauds the DTI's initiative, which allows consumers to make an informed choice about shopping online."

Colin Lloyd - Chairman TrustUK