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SBW, ASC, NCSA launch Chain of Trust initiative

Today at the Anti-Spyware Coalition (ASC) public workshop in DC, StopBadware, the ASC, and the National Cyber Security Alliance (NCSA) launched the "Chain of Trust" initiative. From the press release:
Developed by the Anti-Spyware Coalition (ASC), National Cyber Security Alliance (NCSA) and StopBadware.org, the Chain of Trust Initiative will link together security vendors, researchers, government agencies, Internet companies, network providers, advocacy and education groups in a systemic effort to stem the rising tide of malware.
[snip]
The first order of business in the Chain of Trust Initiative is to map the complex, interdependent network of organizations and individuals that make up the chain. Only by identifying all the vulnerable links and understanding how they connect to one another can malware fighters get a handle on the problem and begin to develop consensus solutions.
For those interested in ideas coming out of the workshop, feel free to follow the tag #asc09 on Twitter, flickr, and other tag-enabled sites.