What's being done?Here are a few methods that have
been conceived to try and deter some forms
of super-highway robbery:
- Geoffrey Rhoads, an Oregon engineer, invented a technique that can prevent photographic Web images from being pirated. His method, hailed as a "digital watermark,"  hides invisible data inside an image. The data identifies the owner of the image, and can't be separated from the image without mangling it, rendering the image useless. Stock photography businesses, among others, will be able to use digital watermarks to protect their images.
- A service named TrueSite  alleviates the problem of Web para-sites. TrueSite is a system that, for a fee, certifies a Web site as authentic. Its goal is to lend credibility to organizations who wish to conduct business on the Web, thereby increasing consumer confidence.
Once it determines that a site is authentic, TrueSite places the site's URL in a registry that users can browse from the TrueSite home page. Certified organizations may display a TrueSite logo, which links to a page that verifies the site's authenticity. Once at a verified site users can be assured that they are dealing with reliable information, and can feel safe entering personal data, according to a TrueSite press release.
Mark Burnett is the President of ADPI, the company that runs TrueSite. Burnett is convinced that his system is "the first step to making the Web a safe and reliable environment to conduct business."
While more than 3,000 sites are registered with TrueSite, millions more are not. What's a computer user to do? Keep an eye out for suspicious-looking URLs. And now more than ever, let the buyer beware.
 Disney Online Conditions of Use statement
 Digital Watermarks article (at the end of linked Esther Dyson document)
On the Web
Copyright Jane Medley 1996