In last year's evaluation of how consumers perceived entities that collect and manage their personal information, American Express, Amazon.com and Procter & Gamble were the big winners. Previous honorees have included E-Loan, Hewlett-Packard and eBay.

The variety of brands making up the most trusted list demonstrates that, while firms face unique challenges, "the proper focus on policy, training, implementation and awareness can pay off by earning the trust and loyalty of consumers," TRUSTe President Fran Maier said in a press release.

"While we read the bad news in the headlines, it is clear that there are many companies that have put on the mantle of privacy leadership, and that are setting a stellar example for others to follow with their superlative privacy and data security programs," added researcher Larry Ponemon.