Government plans to back a "kitemark" scheme to protect customers buying on the Web are in trouble after several key players fell out.
TrustUK, launched this week by Kim Howells, minister for competition and consumer affairs, is intended to let traders who satisfy key standards display a kitemark on their site to denote quality.
But Clicksure, which runs its own Web site certification scheme and was one of TrustUK's original backers, has already called for the scheme to be overhauled. It said the system used to create the standards is not impartial and will not provide long-term monitoring.
The Direct Marketing Association, which has been actively involved in the formation of TrustUK, rejected Clicksure's claims.
"TrustUK has been extremely careful to ensure that no one involved in the day-to-day running of TrustUK or who is a code owner themselves is involved in the consideration of any application for approval," the association said.