In response to the "snake oil salesman" referred to above, and their fake testimonials, a new arena of web site 'safety' or 'ethics enforcement' has arisen in the form of third party testimonial verification. The companies behind those web sites state that they independently verify the authenticity of customer testimonials. Once the testimonials are verified authentic, the company may include a 'web stamp' or 'web seal' indicating that the testimonials displayed have been third party verified.