The Washington Post describes one technique that e-gold is using to reduce the likelihood of phishing. It involves displaying images reading “THIS IS A FRAUDULENT WEB SITE” when the image is linked to by any site not included in a whitelist of sites permitted to use those images.
While this method is not infallible, anything that online companies can do to reduce the prossibility of unaware users falling for a phishing link is a Good Thing.
Other prevention techniques mentioned by the commentors to the article include entering your username first, then displaying an image you previously uploaded before asking for your password, and asking you a security question if you appear to be using a different computer than usual.
Users can also install tools that provide warnings about suspicious sites. Netcraft Toolbar, CallingID and even Internet Explorer 7.0 can help reduce the chance of your confidential information getting into the wrong hands.