The Basics

This standard requires the website to disclose certain demographic information.  Some of it is financial, including identification of the significant investors and owners, particularly as those financial interests might relate to products or services endorsed on the site.  The required disclosure also includes the identity of the owner, its address, and the members of the executive team carried finally, the website must disclose to the consumer have a consumer may get more information about the owner, including such documents as financial reports.

Management Tips

The standard reflects the notion that the consumer has a right to know who owns a site so they can make assessments about potential conflicts of interest.  The link to the "About Us" or similarly-named page needs to be obvious, easy-to-find.   Note that the review will look not only at this page, but is likely to cross-reference the information he/she finds there against information about the Web site's owner that may be found in news releases or other documents.

URAC Accreditation Tips

This is a mandatory standard.

In addition to the URL of the "About Us" page, applicants should submit "Articles of incorporation, publicly filed financial reports, and other legal documents delineating investment and ownership of the Web site."