A label for digital responsibility

With the launch of the Digital Trust Label, developed by the Swiss Digital Initiative with the help of EPFL experts, users can clearly identify trustworthy digital services. Providers of digital services can now declare their digital responsibility in a credible manner.

Awareness of digital risks and demand for more digital transparency and accountability are in full force. Adopting digital responsibility and embracing digital trust are the new requirements for companies to stay competitive. The leaders of the future are companies that live and breathe digital responsibility. They walk-the-talk by putting principles into practice.

Created in Switzerland in a participatory and inclusive way, the Digital Trust Label was designed from a user perspective and offers organizations a unique opportunity to convey their commitment to digital responsibility for the first time.

A clear commitment to digital responsibility

The Digital Trust Label indicates the trustworthiness of a digital service, such as a website or an app, in clear, visual and simple, non-technical language everyone can understand.

"Similar to the organic label and a nutrition facts table, the Digital Trust Label acts as a seal of trust in the digital world," explains Doris Leuthard, President of the SDI Foundation.

Digital services are tested, based on 35 criteria along four dimensions: Security of the digital service, data protection, reliability of the digital service and fair user interaction, which includes notifying users about the use of automated decision-making. The criteria catalogue was created under the leadership of EPFL and a dedicated Label Expert Committee, further developed on the basis of feedback from public consultations, which allows for independent auditing.

Pioneering digital trust: Swiss Re and Swisscom become first digital trust champions

The first Digital Trust Champions include Swiss Re and Swisscom, which have already gone through the auditing process for a Digital Trust Label and have a label in use. Credit Suisse is in the auditing process. Another five companies have already registered for the labeling process and will soon begin the audit: CISCO, Credex, Kudelski, UBS and wefox Insurance.

"Financial services require greater trust in digital services more than ever. That’s why we support and believe in the Digital Trust Label as a driver for greater transparency and accountability for our clients," says Moses Ojeisekhoba, Chief Executive Officer Reinsurance and Member of Group Executive Committee, Swiss Re.

Urs Schaeppi, CEO Swisscom adds: "The digital world is fast and easy, but also anonymous. Which digital services can I rely on, which provider can I trust, are the questions critical to success. Swisscom supports the Digital Trust Label and the underlying independent audit process because it creates transparency and builds trust in the digital world."

The topic of digital trust is also relevant for the banking sector. André Helfenstein Chief Executive Officer Credit Suisse (Switzerland) Ltd: "Client trust and security are natural cornerstones of Swiss banking. This also applies in the digital world. Credit Suisse supports the piloting of the Digital Trust Label, as it increases transparency with regard to data flows and security in digital processes."

The Digital Trust Label is an example of a practical contribution to bring Swiss traditions and values to the digital world and acts as a starting point for a global movement towards digital responsibility. "There is no better place to pioneer and experiment new tools for digital trust and responsibility than Geneva. A Label can be a good way to convene all international stakeholders working on the issue to find a global consensus," says Benedikt Wechsler, Ambassador and Head of Digitalisation Federal Department of Foreign Affairs.

A strong backing for Swiss Digital Initiative

Michael Hengartner, President of the ETH Board, and André Kudelski, Chairman of the Board and CEO of Kudelski Group join the SDI Foundation Board. Michael Hengartner is replacing Martin Vetterli, President EPFL, as representative from academia, while André Kudelski brings his expertise in cybersecurity and the private sector to the organisation. The Swiss Digital Initiative reiterates its commitment to a multi-stakeholder approach and gives experts even more weight for the continued development of the Label.

About the Swiss Digital Initiative The Swiss Digital Initiative (SDI) is an independent, non-profit foundation based in Geneva, founded in 2020 by digitalswitzerland and under the patronage of Federal Councillor Ueli Maurer.

The SDI pursues concrete projects with the aim of securing ethical standards and promoting responsible conduct in the digital world. It brings together academia, government, civil society and business to find solutions to strengthen trust in digital technologies and in the actors involved in ongoing digital transformation.


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