Because on-line transactions are conducted remotely and even anonymously, business reputation and identity will be critical components of electronic commerce. Recent incidents of "spoofing" and misdirection of DNS requests have important ramifications for businesses attempting to develop on-line reputations. This tutorial will examine the mixture of technology and law that may be deployed to protect on-line reputation and identity. The discussion will include use of digital certificates, trademarks, and other methods to facilitate recognition, verification, and authentication in on-line transactions. Dan L. Burk, Seton Hall University School of Law cfp conference Main Menu