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A client recently asked me why their e-commerce site displayed the message “This site does not provide identifying information” when clicking on or mousing over the “site identity” button in the address bar in Firefox.
This button is actually used by Firefox to check the security level of the page (http://support.mozilla.com/en-US/kb/Site%20Identity%20Button). The color and message displayed is directly related to the SSL certificate state of the page (secure/encrypted vs. non-secure) and, in fact, displays an entirely different message on secure check-out related pages:
Though you can turn off this functionality on your own browser, it is not possible to change the setting on the web site itself, since it is a security feature for Firefox.