Transparent and Effective Protection. E-commerce consumers should be no less protected when shopping on-line than when they buy from their local store or order from a catalogue. Fair Business, Advertising and Marketing Practices. Advertising should be clearly identifiable. Businesses should respect consumers' choices not to receive e-mail they don't want. Business should take special care when targeting children, elderly, and others who may lack the capacity to understand the information as presented. On-line Disclosures About the Business, the Goods and Services, and the Transaction. Disclosure should include complete and accurate information about the business, about the goods or services for sale and about how the transaction is made. What this means is that e-customers should know which business they are really dealing with. They should have a complete description of what they are buying. And they should have enough information about the transaction process to be able to make an informed decision. Confirmation Process. The confirmation process for a sale should give the consumer a chance to see what he has agreed to buy and to change his mind if he wants before the purchase is completed. Secure Payment Systems. Payment systems need to be secure and easy to use. Redress. In an international transaction, redress is one of the most difficult areas to address, and the OECD recommendations recognise that further work is needed. The Guidelines articulate the principle that international e-commerce transactions are subject to an existing framework on applicable law and jurisdiction, but that it may be