ASI Claims Guide V1
The purpose of the ASI Claims Guide is to set out the rules and supporting guidance for the types of claims made regarding ASI Certification and Membership. Specifically, this Guide gives instruction on:
- Claims relating to ASI Membership
- Claims relating to the ASI Performance Standard
- Claims relating to the ASI Chain of Custody Standard
- Use of ASI Logos and QR Code
- Monitoring, enforcement and complaints
The Guide must be used by ASI Members when making ASI-related claims, and by any non-members making ASI-related marketing claims. It is also publicly
available to assist other stakeholders in their understanding of ASI-related claims.
Sustainability standards and claims
Voluntary sustainability standards, like ASI, enable participating organisations to make claims. These tend to differentiate a product, process, or business, with reference to one or more of the three pillars of sustainability: social, economic and/or environmental.
Claims may be public/consumer-facing or business to business (B2B). They usually relate to:
- The intent or mission of the standards system
- Participation in a standards system
- Compliance with a standard
- The impacts of the system
- General marketing or promotional claims 1
Logos are the most recognisable forms of sustainability claims. Many standards organisations use them to help customers and consumers reliably identify products that comply with a standard. For the purposes of ASI, a claim or representation (‘claims’) is documented and consists of one or more of:
- Use of an ASI logo
- Use of an ASI Certification number
- A text claim relating to ASI, which may be inside and/or alongside the logo, or standalone
- Access to further information to support the claim, such as a website link
As claims are frequently relied upon by business partners and ultimately consumers, it is essential that they not be inaccurate or misleading. In some jurisdictions, certain terms and concepts like ‘sustainable’ and ‘recycled’ have legal restrictions associated with them when used in marketing. Claims that appear absolute or imply performance levels beyond what is actually required or assured in a standard may be accused of ‘greenwashing’.
ASI has a clear responsibility to control all relevant ASI-related claims to ensure they are both credible and accurate. Given the diversity of industries and supply chain activities involved in the aluminium value chain, there will be different forms of claims and differing relevance to various participants and their stakeholders.
Questions or concerns?