Abstract: As a by-product of its "cyberspace" status, electronic
commerce is global, encompassing a whole range of B2C
relationships which need to be approached with solutions provided at
a local level while remaining viable when applied to global issues.
Today, the European Union seems to be endowed with a reliable
legal framework for consumer protection. A question which remains,
however, is enforcement of this protection. This is probably a matter
of time and awareness from both parties in the B2C relationship.
Business should realize that enhancing trust in the minds of
consumers is more than a question of technology; it is a question of
best practice. Best practice starts with the online service of high
street banks as well as with the existence of a secure, user-friendly
and cost-effective payment system. It also includes the respect of
privacy and the use of smart cards as well as enhancing privacy
technologies and fair information practice. In sum, only by offering
this guarantee of privacy and security will the consumer be assured
that, in cyberspace, his/her interests will be protected in the same
manner as in a traditional commercial environment.