ETHICAL BRAND NON-STARTER POLICY
This document is published (at Non-Starter Policy) (the "Website") by the Ethical Brand Foundation ("EBF") a not-for-profit company limited by guarantee and incorporated in England & Wales (No. 8652927) at 20-22 Wenlock Road, London N1 7GU.
EBF employs a proprietary methodology for authenticating so-called ethical brands. Our approach has been specifically designed to avoid subjective (biased) judgements about whether a particular practice or activity that any named entity or organisation is engaged in, is either good, bad, morally appropriate or acceptable. Any organisation of any size and almost any nature may register an ethical brand.
However, in order to protect the integrity of the eb™ for the benefit of the general public and particularly our global community of licensed ethical brands, we screen all newly registered entities to ensure that no license to display the eb™ logo is issued to or retained by any organisations that is currently engaged in, knowingly supporting or deriving commercial benefit from any practices that we do not wish the eb™ to be associated with. In any event, we reserve the right to unilaterally decide whether or not to admit or revoke the registration of any entity, as per our Commercial Membership Terms.
Minimum Requirements
In order to meet our minimum licensing standards, the enterprise or individual must be legitimate. That is, it must exist as a legally named and distinctly identifiable entity that is recognised and permitted to exist and operate in its country of origin. It must be a legitimately established business, club, association, educational institution, co-operative society, trade union, national, regional or local government agency and in any event must be engaged in the nature of business declared during registration and as stated in its eb™ listing. It must also be contactable via telephone, provide a physical address and be prepared to furnish the EBF with any documentary evidence or further information we request for the purpose of verifying its legal status.
Non-Starter Definition
The EBF classifies any organisation, enterprise or individual that we consider to be engaged in any Unacceptable Practice as a "Non-Starter". Included in this definition is any enterprise with a nature of business that is ambiguous, or which we consider to be operating in a manner that is inconsistent with public expectations of a so-called ethical brand. To register as an ethical brand whilst engaging in any Unacceptable Practice, or to commence any Unacceptable Practice following registration is a violation of this policy. We reserve the right to deny and or cancel the provision of any service to Non-Starters with immediate effect.
Unacceptable Practices
Controlled Substances
The unlicensed distribution or sale of pharmaceuticals and other potentially hazardous substances, chemicals and compounds. That is, anyone who promotes, distributes or sells such substances in any territory without the appropriate authority. This broadly includes any such products produced and or sold under license and or requiring a prescription or other control mechanism and traded without such a license or prescription anywhere in the OECD region.
Pornography and Sex Trade
The production or sale of pornographic material and the business of procuring and providing sex services such as prostitution in its various forms.
Arms Trade
The production or sale of weapons, machinery or other controlled or otherwise hazardous materials and devices that are ultimately used to conduct warfare. This includes the production, distribution and or sale of any products or services that facilitate, promote and or support violence, aggression and conflict.
Labour Exploitation
The procurement or production of products, components, materials or services from individuals or communities that are willing to accept or at least tolerate sub-standard pay and or working conditions due to an economic, social or other disadvantage that makes them vulnerable to commercial exploitation. For guidance refer to the International Labour Standards of the International Labour Organization ('ILO') which broadly defines exploitation as the violation of the International Labour Standards.
Greenwashing
The act of over-stating and or making explicit or implied but nonetheless misleading claims regarding environmental practices or the environmental benefits of a product or service. There are many online references to greenwashing. This article The troubling evolution of corporate greenwashing provides a useful starting place for further research.
Intolerance
The publication, promotion, sponsorship or support of any materials that promote division between people and communities on the basis of gender, ethnicity, sexual orientation, religion, class, political persuasion, culture or patently absurd theories.
IP Infringement
Any activity that involves copying, replicating, counterfeiting or otherwise illegally reproducing and or selling intellectual property that includes any original copyright or patentable material (including any brand name products) such as software, books, designs, works of art, images, film footage, music, clothing or fashion accessories without the consent of the proprietary owners thereof.
SPAM, Black‐Hat SEO and Affiliates
The promotion and or referral of products and services provided by third party producers and outlets whereby the promoter is acting as an introducer and not necessarily as a producer or retailer of such products or services.
Conclusion
The above list of exclusions is provided for convenience only. Compliance with this Non-Starter Policy should not be interpreted as automatic qualification for any license or service. If you are in doubt please contact us here.
Last Updated: Friday, 08 September 2023