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2010/10/21

Can consumers rely on fair trade claims? To be clarified according to the Ethical Trade Fact-finding Process (ETFP)

The « Ethical Trade Fact-finding Process » (ETFP) working group of the ISO/COPOLCO Committee on consumer policy invites stakeholders to draw up an international document clarifying the minimum requirements for reliable fair trade claims in order to revive consumer confidence.


The proliferation of labelling systems intended for consumers has highlighted an increased risk of false or inaccurate claims and therefore of confusion amongst consumers. ISO, within the framework of the Committee on consumer policy (COPOLCO), has embarked upon an effort to try to moralise these said claims in order to reassure consumers.


An « Ethical Trade Fact-finding Process » (ETFP) working group has thus been set up with the mission of assessing the problems generated by incomplete or erroneous information regarding the “ethical” characteristics of products or services and of developing potential solutions to address the problems identified.


The ETFP working group has just submitted its conclusions: there do not exist any real initiatives presenting an overall view of the claims which are complete, easily accessible and useful and which communicate efficiently towards the consumers. This international steering committee therefore invites those organisations which make claims, which define the terms or criteria, or which conduct intercomparisons of the said claims, to:


  • provide clear and transparent information on the criteria used for defining these characteristics (pyramid information system, from the most simple and direct to the most detailed)
  • properly define their target group
  • devise an appropriate, proactive and interactive communication

Over a longer time frame, the ETFP steering committee recommends the drawing up of an internationally recognised document defining the minimum requirements for reliable fair trade claims.


AFNOR, for its part, is in favour of drawing up an ISO international standard, the latter being a suitable way to respond to the need for a framework document cadre recommended by the steering committee.

 
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