Why the VPN Trust Initiative was created
VPN providers are entrusted with protecting users’ internet traffic, which makes security, privacy, and transparency fundamental to the service they provide. But as the VPN industry has grown, so has the need for shared standards that define how responsible VPN providers should operate.
In 2019, NordVPN joined other members of the Internet Infrastructure Coalition (i2Coalition) in founding the VPN Trust Initiative. The initiative brings VPN providers together to establish shared expectations for responsible conduct, improve transparency across the industry, and help users, organizations, and policymakers make more informed decisions about VPN services.
Rather than focusing on individual providers, the VTI works to raise standards across the VPN industry. Its work includes developing industry principles, promoting responsible business practices, explaining VPN technology, and engaging in policy discussions on privacy, security, and an open internet.
What responsible VPN providers should be accountable for
Trust in a VPN provider should be based on more than promises. That’s why the VTI developed a shared set of principles that outline the responsibilities VPN providers should meet.
The VTI groups these expectations into five key areas:
- Security. VPN providers should use appropriate safeguards to protect their services, infrastructure, and users.
- Privacy. Providers should clearly explain what data they collect, why they collect it, how long they keep it, and how it’s protected.
- Advertising practices. VPN companies should communicate their capabilities honestly and avoid misleading or unverifiable claims.
- Disclosure and transparency. Providers should make important information about their ownership, business practices, and services accessible to users.
- Social responsibility. VPN providers should act responsibly toward users, the wider internet ecosystem, and the communities their services affect.
Together, these principles establish a common baseline for responsible behavior in the VPN industry. They also give customers, organizations, and policymakers clearer criteria for evaluating providers beyond marketing claims alone.
Turning principles into accountability with the VPN Trust Seal
Shared principles carry more weight when providers can be assessed against them. That’s the idea behind the VPN Trust Seal, an accreditation program created by the VTI to recognize VPN providers that meet its standards.
To receive the seal, participating providers are reviewed against the five VTI principles areas — security, privacy, advertising practices, disclosure and transparency, and social responsibility. The process gives users and organizations another way to assess a provider against industry standards instead of relying solely on its own claims.
In 2026, the VTI expanded the program by introducing annual reaccreditation, requiring participating providers to demonstrate their continued compliance with its standards.
NordVPN successfully renewed its VPN Trust Seal accreditation in 2026, reaffirming its commitment to the VTI principles. You can verify NordVPN's current accreditation status through the VTI's official verification page, listed in the sources at the end of this article. [1]
Why the VTI engages in public policy
The role of the VTI does not stop at setting standards for VPN providers. Decisions about privacy, encryption, online safety, and access to information can directly affect people’s privacy and security online, which makes it important for the VPN industry to take part in these discussions.
As Emilija Berzanskaite, co-chair of the VPN Trust Initiative and regulatory policy and compliance counsel at Nord Security, explains:
“In an environment where policy discussions increasingly intersect with matters relevant to the VPN industry, we are committed to developing ethical industry principles and engaging with policymakers and stakeholders to shape balanced, effective strategies. A key part of this effort is advocating for the importance of encryption — it’s essential to protecting user privacy online. Weakening encryption standards undermines consumer trust and introduces serious cybersecurity risks to individuals, businesses, and society as a whole.”
In April 2026, the VTI joined other organizations in an open letter to the Canadian government, warning that the proposed Bill C-22 could undermine encryption and introduce cybersecurity risks. In July, the VTI also supported an open letter to the UK government, advocating for measures to protect children online without restricting access to VPN technology.
For the VTI, this kind of engagement supports its broader goal of helping policymakers address legitimate concerns without compromising the privacy and security protections that people and organizations rely on every day.
What the VTI principles mean when choosing a VPN
Choosing a VPN involves more than comparing speed and ease of use. You should also consider how transparent the provider is about its practices, how it handles data, and how seriously it approaches security and privacy.
The VTI principles give you a framework for looking beyond marketing claims and evaluating a provider’s practices, accountability, and transparency. This framework can be particularly useful if you’re choosing a VPN for a nonprofit or another organization that handles sensitive information.
NordVPN’s involvement in the VTI, together with its 2026 VPN Trust Seal reaccreditation gives you additional information to consider when assessing the provider’s commitment to security, privacy, and responsible business practices.
Raising the standard for the whole VPN industry
Public expectations, shared standards, and provider accountability can help establish trust across the VPN industry. That’s what initiatives like the VTI aim to bring to an industry built around protecting people’s privacy and security online.
For NordVPN, being part of the VTI means contributing to standards that extend beyond one service or company. From developing common principles and accreditation requirements to participating in policy discussions around encryption and online safety, the initiative helps establish shared expectations for how responsible VPN providers should operate.
[1] VPN Trust Initiative. (n.d.). VTI Trust Seal verification. Retrieved October 21, 2026, from https://vpntrust.net/vti-verify/?token=vti-nordvpn-2z9c5h opens in a new tab
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