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other business contacts) options regarding the use of their personal information.Customers should have the opportunity to refuse having their personal informationshared with others or used for promotional purposes. Many countries have privacylaws, and organizations should take care to comply or they may face prosecution.For example, the European Union prohibits the transfer of personal data to non-EU nations that do not meet the EU “adequacy” standard for privacy protection.The U.S. Department of Commerce, in consultation with the European Commissionand the private sector, has developed a safe-harbor framework that provides U.S.organizations with a streamlined means to comply with the EU requirements.Companies may self-certify to the safe harbor at export.gov/safeharbor.SecurityConsumers often cite security concerns as a reason for not placing orders over theInternet. Compared with other forms of consumer purchasing, the Internet is safe—aslong as the online merchant takes prudent business precautions. If your companyoperates a transactional website as part of its exporting business, you should post asecurity statement to reassure customers.Electronic SignaturesIn legal terms, an online sale is an enforceable contract, a valid and bindingagreement. However, in some overseas markets, a contract is enforceable only if it issigned “in writing.” Such jurisdictions do not recognize electronic signatures and, inthe event of a dispute, would not enforce an agreement made by e-mail or througha website. Although many countries have modified their laws to recognize electronicsignatures, online exporters should check to be sure their target markets acceptelectronic signatures. If they do, the next step is to determine which, if any, signaturesare restricted and which technologies are legally valid.Unsolicited Commercial E-mailUnsolicited commercial e-mail (UCE), also known as unsolicited bulk e-mails (UBE) orspam, is relevant to international e-commerce because its use is controversial. Manybusinesses see UCE as a quick and cheap way to promote goods and services to abroad range of potential customers. However, UCE costs individuals and businessessignificant amounts of time, money, equipment, and productivity. Many domestic andinternational jurisdictions have laws about UCE, and violation may result in penalties.In addition, many e-mail service providers, such as America Online and Yahoo!, haverules of conduct that forbid using their service to send UCE. For more guidance onUCE, please visit thedma.org.Advertising ContentMost countries have laws about advertising content, which may be applied towebsites, banner ads, and marketing e-mails sent from the United States. Onlineexporters should research the advertising laws of their target market before initiating130U.S. Commercial Service • A Basic Guide to Exporting