This novel research is based on a data set collected in 2000 comprising disparate websites containing explicit privacy policies. Previous research had identified a perceived lack of personal privacy online as a major consumer disincentive to use of e-commerce. Using qualitative instruments, the visibility and content of policies were analysed. Key shortcomings in online privacy strategies were identified. The research was extended longitudinally with data being collected biannually. This paper has spawned three further papers which variously analyse the longitudinal data. It has led to collaborative research with Japanese counterparts into the impact of cultural differences regarding online privacy.