Verifying the authenticity of a website or finding an authoritative third-party referral is something we often overlook when searching online. As it becomes easier and less expensive to produce a polished and professional looking website, the threat of visiting a fraudulent site increases.

Fortunately, there are programs to combat Internet fraud, including the BBBOnline Reliability Program, which connects consumers with legitimate businesses.

Participating companies, after pledging to meet the BBBOnLine Reliability standards for ethical online business practices and agreeing to resolve complaints using the BBB's dispute resolution program or a similar program, may post the BBBOnline Reliability Seal on their websites.

In addition to looking for the seal, consumers should visit the BBB site and browse the directory of BBBOnline Reliability Program participants.

One final thought. Be sure to click the seal. After clicking, you should go to a page verifying that the company participates in the program or that their participation has lapsed. Since it's easy for sites to copy and post the seal online, make sure that the clicked seal goes to the BBBOnline site. Help other consumers by reporting abuse of the seal to BBBOnline.