A government-backed quality hallmark for internet sites has been launched by consumer chiefs.

TrustUK will be sent to authorised websites using special technology, which means it cannot be copied by rogue traders.

Trade and Industry Minister Patricia Hewitt said: "For a lot of consumers, shopping on the net is pretty frightening.

"If you shop where you see this sign, then you can be certain the trader is who he says he is and that the prices and other information is accurate."

The e-hallmark is a guarantee that the trader will not use marketing techniques that take advantage of children or older vulnerable consumers.

All accredited sites must have clear, accurate information about goods, services and prices, including tax and delivery costs.