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In the early days of e-commerce and online retailing, trust was seen as a significant element required for developing online consumer buying intention and initial trustworthiness could be communicated through seals of approval or trust marks. Moving forward eight years has done little to change the issues that face online retailers and consumer perceptions. In fact, Jupiter Media Metrix reported that in 2006 over $24 billion worth of online sales was lost due to privacy and security concerns. This paper explores the current practice and utilization of trust marks by the top 100 online retailers to identify the connection and disconnection between business practice and theory.