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Publicizing your

ISO 9001: 2000 or


ISO 14001: 2004
certification
ISO
ISO (International Organization
for Standardization) is the source

9
of the ISO 9000 and ISO 14000
families of quality and environmental
management standards and some
15 000 International Standards for
business, government and society.
ISO is a network of national standards
institutes from 146 countries working
in partnership with international
organizations, governments,
industry, business and consumer
representatives.

ISO Central Secretariat

Case postale 56
CH-1211 Genève 20
Switzerland

Tel. + 41 22 749 01 11
Fax + 41 22 733 34 30
E-mail central@iso.org
Web www.iso.org

ISBN 92-67-10400-4
© ISO, 2005
Printed in Switzerland
2005-02/2000
Introduction

What is the purpose


of this document ? Who will find it useful ?
The guidelines address the needs of a wide range
Proud of your organization achiev- of potential users :
ing ISO 9001:2000 or ISO 14001:2004
certification, you now want to com- top management ;
municate this success to the market quality and environmental managers ;
place. The following guidelines from
public relations, marketing and advertising
ISO will help you to apply good prac-
departments – both in-house and external
tice in publicizing, communicating
agencies supplying these services ;
and promoting your certification to
stakeholders, including staff, custom- graphic designers ;
ers and business partners, and to the publishers and journalists ;
general public.
accreditation and certification bodies, and
These guidelines will prove useful management system consultants (who are
in preparing promotional and com- encouraged to communicate these guidelines
munication material such as press to their clients) ;
releases, advertisements, marketing customers of certified organizations ;
brochures, videos, staff announce-
ments, logos, slogans and catch lines consumer associations who wish to monitor best
for diverse media ranging from print practice by certified organizations ;
and broadcasting, to Internet and informed members of the public.
multi-media applications, to product
labels, signs, banners, vehicle fleets
and so on.
How do I use it ?
You have three options depending on your
What if my organization
time, level of interest, or depth of your need to
implements these guidelines ? understand :
By using ISO’s guidelines, you
1. Read only the “ In brief ” section. It will tell you
will avoid the pitfalls of false,
what to do, what not to do and gives some
misleading or confusing statements concise advice. It does not give explanations.
in your communications about
ISO 9001:2000 or ISO 14001:2004 2. After reading “ In brief ”, read the italic bullet
certification and thus avoid harming
point sections beginning with the word
the credibility of your organization. If
“ Remember ! ”. These give a minimum of
explanation.
you follow the guidelines, you will be
demonstrating the same rigour in your 3. Read the whole document if you want
communications about certification as to understand the reasoning behind the
you have done in implementing your guidelines, or need to explain them to
ISO 9001:2000 quality management someone else.
system or ISO 14001:2004
environmental management system.
Publicizing your
ISO 9001:2000 or
1
ISO 14001:2004 certification
In brief

Don’t use ISO’s logo.


Don’t adapt or modify ISO’s logo for your use.
If you want to use a logo, ask your certification body for permission
to use its logo.
If your organization is certified to ISO 9001:2000, use the full
designation (not just “ ISO 9001”).
If your organization is certified to ISO 14001:2004, use the full
designation (not just “ ISO 14001”).
Replace use of the generic terms “ ISO 9000 certification ” and

certification ” and “ ISO 14001:2004 certification ”.


In the ISO 9001:2000 and ISO 14001:2004 contexts, “ certified ” (and

in meaning and you can use either term.


Don’t say your organization has been “ accredited ”.
Don’t use “ ISO certified ”, or “ ISO certification ”.
Use instead “ ISO 9001:2000 certified ”, “ ISO 9001:2000
certification ”, “ ISO 14001:2004 certified ”, or “ ISO 14001:2004
certification ”.
Don’t display ISO 9001:2000 or ISO 14001:2004 certification marks of
conformity on products, product labels, or product packaging, or in
any way that may be interpreted as denoting product conformity.
Don’t give the impression in any context that ISO 9001:2000 or
ISO 14001:2004 certifications are product certifications or product
guarantees.
When including a reference to ISO 9001:2000 or ISO 14001:2004
certifications in product-related information, including
advertisements, do not do so in such a way that ISO 9001:2000 or
ISO 14001:2004 certifications may be interpreted as being product
certifications or product guarantees.
Be accurate and precise about the scope (the extent) of your
organization’s ISO 9001:2000 or ISO 14001:2004 certifications, as
far as both the activities and geographical locations covered by the
certifications are concerned.

2 Publicizing your
ISO 9001:2000 or
ISO 14001:2004 certification
ISO’s logo

Upon certification, many organi- endorse or control any such activities


zations turn to ISO to request use performed by other parties. ISO
of “the ISO 9001:2000 logo” or develops International Standards
“ISO 14001:2004 logo”. No such but does not operate any schemes
ISO logos exist. There is only the for assessing conformity with them.
ISO logo itself, which is a registered ISO 9001:2000 and ISO 14001:2004
trademark. Unless authorized by certificates are issued independently
ISO, use of its logo is prohibited. of ISO by more than 750 certifica-
ISO will not allow its logo to be tion bodies worldwide, although the
used in connection with the certi- organization does develop voluntary
fication of management systems, standards and guidelines to encour-
even when these certifications attest age good practice by these certifica-
conformity to ISO 9001:2000, or to tion bodies and by the accreditation
ISO 14001:2004. Examples of unac- bodies that approve the latter as
ceptable use of the ISO logo would competent.
include use on products, product
labels and product-related infor- ISO reserves the right to take
mation, on Web sites, in marketing appropriate action when its logo
materials, advertisements and com- is used without its permission, or
pany letterheads. if it is adapted or modified. These
remarks apply not only to certified
Allowing the ISO logo to be used organizations, but also to accredita-
would give the false impression that tion and certification bodies, and to
ISO carries out certification activi- consultants and trainers involved in
ties, or has approved or authorized activities related to ISO’s manage-
the organization using its logo. ment system standards. They also
These activities are not business apply to publishers and journalists
functions of ISO. when illustrating material dealing
with ISO and its standards, whether
in hard copy or electronic publica-
tions, or on Web sites. Prior permis-
sion must always be sought for the
use of ISO’s logo.

Remember !
ISO has no “ ISO 9001:2000 logo ” or
“ ISO 14001:2004 logo ”. In addition, you
are not allowed to use ISO’s logo, which
ISO is not an auditor, assessor, is copyrighted. ISO will take whatever
registrar, or certifier of manage- actions it considers necessary to
ment systems, products, services, prevent the misuse of its logo.
materials or personnel, nor does it

Publicizing your
ISO 9001:2000 or
3
ISO 14001:2004 certification
What logo can I use ?
Your organization may well want to
Be precise !
communicate its certification visually in
the form of a logo which can be used, for Formerly, when there were
example, in advertisements, in company three certification standards in
literature, on company flags or vehicle the ISO 9000 family, the phrase
fleets. What can you do and not do ? «ISO 9000 certification» was often
Certified organizations cannot use ISO’s
used as a convenient short way of
logo, adapt or modify the ISO logo.
referring to certification to the 1994
versions of ISO 9001, ISO 9002 or
One option is to use your ISO 9003. References to «ISO 14000
Remember ! organization’s own logo, certification» have also been com-
adapting it by embedding mon, even though ISO 14001:1996
You can’t use ISO’s logo, was the only certification standard
the information that your
nor adapt or modify in the ISO 14000 family.
organization is certified
it. If you adapt your
to ISO 9001:2000 or ISO
organization’s existing Now, both the ISO 9000 and
14001:2004. A second
logo to communicate ISO 14000 families contain only
option is to create a new
its certification, or if one certification standard each.
logo with this information.
you have a new logo ISO 9001:2000 has replaced the
However, if you choose
designed to convey 1994 versions and ISO 14001:2004
either of these options, is now replacing ISO 14001:1996.
this, they should not
the logos should not be
be capable of being In order to avoid any ambiguity
designed in such a way that
mistaken for the ISO about whether the old or new ver-
they could be interpreted as
logo. If you want to sions are being referred to, use of
being ISO’s logo.
use the logo of your the phrases «ISO 9000 certifica-
certification body, you A third option is to tion» and «ISO 14000 certification»
will need to ask for the apply to use the logo of should now be discontinued. For the
latter’s authorization. the certification body same reason, «ISO 9001 certifica-
tion» and «ISO 14001 certification»
organization and should also now be discontinued.
issued an
From now on, only «ISO 9001:2000
certificate of conformity. The logo
certification» and «ISO 14001:2004
belongs to the certification body and,
certification» should be used to refer
to the latest, improved versions.
therefore, you will need its permission
to use its logo, and to respect whatever
guidelines it has for the logo’s use. A
Remember !
possible extra benefit will be that if the
certification body is accredited*, you may It is time to stop using references
also be authorized to use the logo of the to «ISO 9000 certification»,
accreditation body. «ISO 14000 certification»,
«ISO 9001 certification» and
* See section headlined “ Certification, registration
«ISO 14001 certification». The
and accreditation ”.
only accurate way to refer to
certification to the latest versions of
the unique certification standards
is «ISO 9001:2000 certification» and
4 Publicizing your
ISO 9001:2000 or «ISO 14001:2004 certification».
ISO 14001:2004 certification
Certification, registration
and accreditation
ISO 14001:2004, “ certification ” refers
to the issuing of written assurance
(the certificate) by an independent
external body that has audited your
management system and verified
that it conforms to the requirements
specified in the standard. “ Registra-
tion ” means that the auditing body
then records your certification in its
client register.

So, your organization’s manage-


ment system has been both certi-
fied and registered. For practical
purposes then, in the ISO 9001:2000
and ISO 14001:2004 contexts, the
difference between the two terms is
not significant and both are accept-
Your organization’s management able for general use. “ Certification ”
system has been independently seems to be the term most widely
audited and confirmed as being in used worldwide, although registra-
conformity with ISO 9001:2000 or tion (from which “ registrar ” as an
ISO 14001:2004, for which you have alternative to registration/certification
been issued a certificate. In announc- body) is often preferred in North
ing this, which is the correct term to America, and the two are used inter-
use : “ certification ”, “ registration ” or changeably.
“ accreditation ” ?
On the contrary, using “ accredita-
Let’s take the first two. Accord- tion ” as an interchangeable alterna-
ing to the standardized definitions *, tive for certification or registration is * See
ISO/IEC 17000:2004,
they are not quite the same thing. a mistake, because it means some- Conformity
In the context of ISO 9001:2000 or thing different. In the ISO 9001:2000 assessment –
Vocabulary and
or ISO 14001:2004 contexts, ac- general principles.
creditation refers to the formal rec-
ognition by a specialized body – an
Remember ! accreditation body – that a certifica-
tion body is competent to carry out
It is okay to state either that your ISO 9001:2000 or ISO 14001:2004
organization has been “ certified ” certification in specified business
or “ registered ” because their sectors. In simple terms, accredita-
meanings are equivalent for practical tion is like certification of the certi-
purposes, but inaccurate to state fication body. Certificates issued by
that it has been “ accredited ” (unless accredited certification bodies may
your organization is a certification/ be perceived on the market as hav-
registration body). ing increased credibility.

Publicizing your
ISO 9001:2000 or
5
ISO 14001:2004 certification
The little difference Process, not
that means a lot product standards
Can you see a difference between ISO 9001:2000 and ISO 14001:
“ ISO certified ” and “ ISO 9001:2000 2004 state generic requirements for
certified ”, or between “ ISO certifica- management systems implemented
tion ” and “ ISO 14001:2004 certifica- by any organization, in any sector
tion ” ? Does the difference appear of activity. They apply to the proc-
minimal ? Maybe, but the possibility esses that an organization employs
for misunderstanding is substantial. to realize its products or services
– in other words, the way it ac-
For example, when your organiza- complishes its work and meets the
tion puts out a press release to an- customers’ requirements. ISO 9001:
nounce its certification, you may be 2000 applies to the processes that
clear in your own head that where the influence product or service quality,
text refers to your “ ISO certification ”, and ISO 14001:2004 to the proc-
you of course mean “ ISO 9001:2000 esses that influence the organiza-
(or ISO 14001:2004) certification ”. tion’s environmental performance.
But what about your audience ? They ISO 9001:2000 and ISO 14001:2004
could certainly understand “ ISO cer- do not give specific requirements for
tification ” as meaning “ certification specific products or services.
carried out by ISO ”. You would there-
fore be adding to the common mis- Therefore, ISO 9001:2000 and
conception that it is ISO which issues
ISO 14001:2004 certifications must
ISO 9001:2000 and ISO 14001:2004 not be presented in any way that
certificates, or which controls the may be interpreted as their being
bodies that do so. You need to take product certifications or product
care not to imply that ISO audited guarantees. For example, customers
your organization and certified it and consumers must not be misled
– although it is perfectly okay to give
into believing that ISO 9001:2000
information on ISO as the source of is a product quality guarantee, or
ISO 9001:2000 and ISO 14001:2004. that ISO 14001:2004 guarantees a
“ green ” or environmentally friendly
ISO recommends that, in the in- product.
terests of transparency, you specify
which certification body has award- Such misunderstandings can oc-
ed your certificate. cur if a product has phrases such
as “ ISO 9001:2000 certified ”, or
“ ISO 14001:2004 certified ” stamped
Remember !
on it, or included on the product la-
The terms “ISO certified” and “ISO bel, or in an advertisement, or in oth-
certification” should not be used er product-related information. This
because they carry the potential for is unacceptable because it is not the
misleading people into thinking that product that has been certified, but
it is ISO which has carried out the the management system covering
certification. Use instead “ISO 9001: the processes through which it has
2000 certified”, “ISO 9001:2000 been realized.
certification”, “ISO 14001:2004 certified”,
or “ISO 14001:2004 certification”.
6 Publicizing your
ISO 9001:2000 or
ISO 14001:2004 certification
Therefore, ISO 9001:2000 and
ISO 14001:2004 certification marks The organization –
of conformity should not appear on or the system ?
products, product labels or product
packaging, or in any way that might With ISO 9001:2000 or ISO 14001:2004,
be interpreted as denoting product it is the management system that is
conformity. certified, not the organization that
implements the system. However,
When your organization wants to since the management system has no
communicate its certification via prod- independent existence, it is acceptable
uct-related material (excluding product for organizations with certified systems
packaging, the product label, or the to describe themselves as certified on
product itself), special care must be condition that they specify the extent of
taken to avoid the above misinterpre- the certification *.
tation and to communicate accurately
by phrases such as the following : Certified organizations may therefore
promote themselves via media such
“ The management system gov- as company flags, paintwork of vehicle
erning the manufacture of this fleets, advertisements and letterheads
product is ISO 9001:2000 (or as ISO 9001:2000 – or ISO 14001:2004
ISO 14001:2004) certified. ” – certified.
“ The management system A number of certification bodies
governing the provision of this authorize certified clients to use special
service is ISO 14001:2004 (or logos developed by the former which
ISO 9001:2000) certified. ” include phrases such as “ quality
“ ISO 9001:2000-certifi ed quality assured firm ”, “ quality assured ” and
management system”, or variants. These are derived from the
“ISO 14001:2004-certified environ- standardized definition of “ assurance ”
mental management system. ” which denotes a statement giving
confidence that something fulfils
“ ISO 9001:2000 QMS ”, or
specified requirements – such uses are
“ ISO 14001:2004 EMS. ”
acceptable.
“ ISO 9001:2000-certified
* See section headlined “ Scope of certification ”.
processes ”, or “ ISO 14001:2004-
certified processes. ”

Remember ! information, including advertisements, or


on any other medium, in order to avoid
ISO 9001:2000 and ISO 14001:2004 give
giving the impression that they are product
generic requirements for management
certifications or product guarantees. In
systems, not requirements for specific
particular, ISO 9001:2000 and ISO 14001:
products or services. ISO 9001:2000
2004 certification marks of conformity
and ISO 14001:2004 certifications are
are not to be displayed on products, on
not product certifications or product
product labels, on product packaging,
guarantees. Great care must therefore be
or in any way that may be interpreted as
taken in the wording of any references
denoting product conformity.
to them which appear in product-related

Publicizing your
ISO 9001:2000 or
7
ISO 14001:2004 certification
Scope of certification

ISO 9001:2000 and If only part of your organization’s


ISO 14001:2004 certifications are processes are covered by a
specific. The certificate of conform- certification, or only some of its
ity to the standard issued by your business units or sites, it is
certification body specifies the unacceptable to mislead people by
scope (the extent) of activity for giving the impression that the whole
which the certificate is issued. organization has been certified for
all its activities and processes,
Therefore, when announcing your or for all its geographical locations.
ISO 9001:2000 or ISO 14001:2004
certification in a press release, or
in referring to it in media such as
marketing or product brochures, or
on Web sites, you should specify
Remember !
the scope of your organization’s ac- ISO 9001:2000 and ISO 14001:2004
tivities covered by the certification. certificates are issued for scopes
of activity, which are specified on
the certificate. You should be just
as specific when publicizing that
certification. Do not misrepresent the
scope (the extent) of the certification
as far as either activity or geographic
location is concerned.

8 Publicizing your
ISO 9001:2000 or
ISO 14001:2004 certification
ISO Central Secretariat
1, rue de Varembé
Case postale 56
CH -1211 Genève 20
Switzerland
Telephone + 41 22 749 01 11
Telefax + 41 22 733 34 30
E-mail central @ iso.org
Web www.iso.org

ISBN 92-67-10400-4
2005-01/ 2000