One of the factors that drives innovation is the demand for convenience and efficiency while maintaining security in our digital lives. Certification authorities (CAs) enable secure encryption and provide ownership identification in their digital certificates for websites that ask for sensitive personal data, such as passwords and credit card numbers – but only some digital certificates include confirmed website ownership information, while others do not and allow websites to operate anonymously. This has already resulted in an explosion of anonymous encrypted phishing websites imitating authentic websites and stealing user information. This analysis explores how the current security landscape was shaped, and how proposed changes will impact the brands and the security of users who interact with them moving forward.