The industry is struggling with determining who should be responsible for notifying consumers that they are conducting business on legitimate Web sites.With so many vendors and technologies to chose from, state regulators are at a loss to come up with a method of providing the equivalent of a "Good Housekeeping Seal of Approval" to assure consumers that they are conducting business on legitimate insurance Web sites.

Two working groups of the Kansas City, Mo.-based National Association of Insurance Commissioners have spent the past few months studying the issue.

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