A URL verification service is provided that is used to evaluate the trustworthiness of universal resource locators (URLs). As a user browses the world wide web, the URL for a web page to which the user is browsing is captured by the service. The URL has a second level domain corresponding to a web site. The URL verification service identifies a proposed brand that should be associated with the URL if the URL is trustworthy. The proposed brand and the second level domain are used as database queries to query a database such as a search engine database. The results of the database query are processed to determine whether the URL is legitimately associated with the URL. To ensure that the proposed brand is identified accurately, the URL verification service gathers brand information using web page content, secure sockets layer certificate content, or other web site attributes.