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Leaflet attacks false claims, such as 'ISO certification'
ISO managers hope to
stamp out misleading claims by organizations that have achieved
ISO 9000 or ISO 14000 certification. Especially annoying, they
say, are expressions such as "ISO certification" that appear in
some advertisements. Although ISO developed and published the
standards for managing quality and environmental systems, it
does not certify firms that adopt them. Rather, certifications
come from independent auditors. ISO also wants to put an end to
company statements that imply that ISO 9000 signifies product
quality or that ISO 14000 means that a product is "green." The
guidelines concern management systems, not products directly.
The international standards-making group also warns
organizations against using its trademarked logo without
permission. ISO describes many such misuses in its leaflet
Publicizing your ISO 9000 or ISO 14000 Certification. The
leaflet also gives examples of accurate ads. "As the variety of
styles of these good examples illustrates, being accurate does
not mean limiting the imagination," the publication notes. You
can get a free copy of the leaflet in English or French from
ISO Central Secretariat in Geneva or from national members of
ISO worldwide.
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