WOT adds intuitive traffic-light-style icons next to search results and URLs so one can decide whether to visit a site.
• Green: the site is trusted
• Yellow: be cautious
• Red: online threats detected
Pro Information at a glance makes it easy even for basic users
By providing an intuitive colour for each level of security, even grandparents could easily determine whether or not a link is safe or not (green is OK to click, yellow means be careful, and red is a no-go site). This is an easy to understand system, yet still gets the important information across.
Pro Crowdsourced for vast database of websites
Links are marked green, yellow, or red based off how other users have rated that site. This system is great because with the millions of users reporting websites to WOT (web of trust), the database will be much wider than what would be otherwise possible.
Con User browsing habits are sold to 3rd party companies
Con Users report threats themselves
While this works for any site that generates lots of traffic, many of the smaller websites won't have any information on them if no WOT users have been there. Also, websites can pay to cheat ratings to keep the green light rating when they should have the warning light.