Thank you for your inquiry regarding Windows Internet Explorer's SmartScreen® Filter. The goal of the Application Reputation service is to warn users, when appropriate, that a download is more likely to be unsafe.
Reputation is established by how your download is used by the Internet Explorer consumer and the SmartScreen® Service intelligence algorithms. Downloads are assigned a reputation rating based on many criteria, such as download traffic, download history, past anti-virus results and URL reputation. This reputation may be based on the downloaded program or can also be assigned to the publisher, based on digital certificate information. Downloads that are digitally signed allow a publisher’s reputation to be applied to all of their signed downloads.
As an application developer or publisher, there are industry best practices that will affect your download's reputation. To help establish your application's reputation, consider doing the following:
Digitally sign your programs with an Authenticode signature
Reputation is generated and assigned to digital certificates as well as specific files. Digital certificates allow data to be aggregated and assigned to a single certificate rather than many individual programs. For that reason, Microsoft always recommends that publishers sign all applications with the same digital certificate to help better expedite reputation gains. Note: Any Authenticode Certificate issued by a Certificate Authority (CA) that is a member of the Windows Root Certificate Program (including either Verisign or Thawt) can establish reputation with our service. For more information about code signing, refer to
http://msdn.microsoft.com/en-us/wind.../gg487309.aspx.
Ensure downloads are not detected as malware
Downloaded programs that are detected and confirmed as malware will affect both the download’s reputation and the reputation of the digital certificate.
Apply for a Windows Logo
To learn more about the Windows Logo visit the Windows 7 Logo Program page on MSDN.
We are confident that products developed using these industry best practices will establish a positive download experience. In the meantime, consumers can still click through to run the download. To do so, they select Actions | More Options | Run Anyway from Download Manager. For more information about the feature, refer to SmartScreen® Filter Frequently Asked Questions.
Thank you,
SmartScreen® Filter Support Team