If you don’t know the company, check it out.

Anyone can set up shop online under almost any name. If you’re not familiar with a company, ask for a paper catalog or brochure of their merchandise or services. Also, determine the company’s refund and return policies before you place an order. Look for contact information, including an address and phone number on the site.

Check the Web address for authenticity.

Web sites are identified by their URL (uniform resource locator) which cannot be duplicated. The URL identifies the address or location of information on the Web. It also indicates the type of organization that maintains the site, for example, whether it is a non-profit organization, government agency, or commercial entity.

To make certain that companies and advertisements online are authentic, look for information on the company’s physical location, phone number and mail address.