A method and corresponding system for supporting authentication processing of commercial transactions conducted over a communications network between consumers and merchants. Payment information for a commercial transaction between a consumer and a merchant is received over the communications network. The payment information identifies a payment instrument supporting an authenticated payment program. A determination is made as to whether to authenticate the consumer using the authenticated payment program based on authentication criteria defined by the merchant. The consumer is authenticated over the communications network in accordance with the authenticated payment program if authentication is determined to be appropriate based on the authentication criteria defined by the merchant.