Yahoo! has introduced a new seal technology using personalized sign-in seals.Once a User signs-up to use this protection, he will be able to see his seal whenever he is signing into Yahoo! The purpose is help the User identify that the website he is visiting is a real Yahoo! site, and not a password/credit card phishing site.
The User can use his own image or some text messages to be used as his personalised Seal. A point to note is that this only works on a private computer, and not any shared computers in the Cafe, etc.
It remains to be seen if such technology can totally protect Users from scamming sites. In any case, paypal and online banks should start to introduce new security features as well to help enhance consumer confidence.