The future of VPNs: a conversation on trust and transparency

Featuring: Christian Dawson, the Executive Director of the Internet Infrastructure Coalition

VPNs (Virtual Private Networks) have been around for a few decades, evolving from niche business cybersecurity tools into daily protection for anyone navigating the online world. As online threats became more sophisticated, VPNs also had to adapt to meet new challenges. Now, leading VPN providers do much more than encrypt your data — they follow strict no-logs policies, go through independent audits, offer extra online security features, and more. Some of them, including Surfshark, are also part of the VPN Trust Initiative (VTI), which defines and upholds principles to protect users and strengthen trust in VPN technology.

But what are the challenges the VPN industry faces today? And how can VPN providers create a more trusted and transparent ecosystem for their users in the future? We explore these questions in our conversation with Christian Dawson, the Executive Director of the Internet Infrastructure Coalition (i2Coalition) and VTI’s initiator.

Championing responsible VPN practices for a safer internet

According to Christian, VTI was created out of a clear and urgent need: trust in VPNs was and is essential, and that trust must be earned. As VPNs began to play an increasingly important role in protecting user privacy and enabling open access to information, the initiative was established to set industry-wide standards for responsibility and transparency. VTI’s mission is to foster a trusted ecosystem where providers operate with integrity, users understand their tools, and policymakers can differentiate responsible VPN services from bad actors. 

By defining these expectations and promoting meaningful action, VTI strengthens confidence in VPN technology across the industry. Its members share a commitment to privacy built on trust, prioritizing transparency, accountability, and user protection above performance or pricing alone. Through these shared values, VTI has helped elevate the conversation around VPNs from skepticism to a set of industry-wide standards, shaping a more secure and responsible online ecosystem.

Since its launch, VTI has reached significant milestones, most notably the development of the VTI Principles — a publicly available framework of best practices covering security, advertising, and third-party data handling. The initiative has also contributed expert input on legislation in the US and the EU and challenged poorly-informed regulations. 

What are the main challenges facing the VPN industry today?

The VPN industry faces persistent challenges that go beyond technical hurdles, centering largely on trust, regulation, and public understanding. Policymakers around the world — from national telecom regulators to major legislative bodies — are grappling with how to balance privacy rights, interoperability, and encryption without overreaching or stifling innovation. 

At the same time, many users remain confused about what VPNs can realistically provide, often expecting them to deliver complete anonymity rather than a meaningful but limited layer of privacy and security. This confusion is compounded by misleading advertising from less responsible providers, which undermines trust in the entire sector. Addressing these issues requires not only technical rigor and transparency but also ongoing education, accurate communication, and a clear distinction between trustworthy services and those that pose real risks.

To address these issues, VTI has established its VTI Principles and is now expanding this framework to include a formal VPN Trust Seal and a verification program to provide independent assurance of high standards. VTI also plays a key role in global privacy and cybersecurity policy discussions, offering expert guidance to regulators in the US, the EU, and beyond to prevent overreach and promote responsible practices. By promoting transparency, accurate information, and clear disclosures, as well as engaging with users, journalists, and researchers, VTI helps demystify VPNs, set realistic expectations, and strengthen trust in VPN technology across the industry.

Looking ahead: what’s next for VPNs?

The future of VPNs is being shaped by several converging forces, explains Christian: growing awareness of surveillance, wider adoption in workplaces and restrictive regions, and increasing regulatory scrutiny. At the same time, the market is consolidating, and there is a push toward multi-purpose privacy tools, making VPNs more mainstream than ever. With this growth comes a greater responsibility for providers to operate openly, securely, and accountably. 

Building a trusted VPN ecosystem, however, is a shared effort. Users can demand transparency and ask critical questions, policymakers and civil society can advocate for balanced regulation, and companies across the tech sector — from platforms to cloud providers — can help amplify trust signals. Together, these efforts will ensure VPNs continue to protect privacy while maintaining public confidence and industry integrity.

The importance of transparency and trust

Ultimately, the long-term success of VPN providers will depend less on bold marketing claims or short-lived features and more on their ability to demonstrate genuine transparency and earn lasting trust. Users require clear, evidence-based information about what a VPN does and does not protect, regulators expect adherence to high standards, and the broader technology ecosystem relies on partners who act with integrity. 

By committing to openness through transparent policies, honest communication, and independent audits, providers can move beyond skepticism and establish their product as an essential online privacy and security shield. Trust is not just a value-add in this industry — it’s the foundation of the future of VPNs.