Electronic commerce has added a new complex issue to international trade. It is based upon the assumption that buyers and sellers conduct business with very little information about each other. This paper is on the importance and development of trust in electronic commerce. The importance of these assets in commercial relations is discussed. The paper describes how reputation is protected as a legal asset and how laws or legal principles support trust relationships in trade. Finally, the importance of developing legal guidelines for trust and reputation as a counterbalance to the lack of morality on the Internet is discussed. © 2001 Elsevier Science B.V.