The EGUM Standard
The EGUM Standard defines what a business must demonstrate to earn each tier of the EGUM mark. Criteria are evidence-based, publicly published, and regularly reviewed in consultation with elected community representatives. The standard is industry-informed — shaped by the people who work in these industries — and independently maintained by EGUM.
The business is real, legally registered, and accurately represented. The foundation of trust.
| Criterion | What is required |
|---|---|
| 01 Legal Identity | The business is registered with the relevant national or regional authority. Registration number and jurisdiction must be provided and verifiable. |
| 02 Accurate Trading Information | Business name, trading address, and contact details are accurate and consistent across the application, the business website, and public registries. |
| 03 Reachable Contact | A genuine, monitored email address and phone number are publicly available. EGUM will test responsiveness during assessment. |
| 04 Active Operation | The business is actively trading. Evidence of recent activity must be provided. |
| 05 No Serious Outstanding Violations | The business has no unresolved serious regulatory sanctions, fraud findings, or insolvency proceedings at the time of application. |
| 06 Clear Business Description | A plain-language description of what the business does, who it serves, and where it operates is publicly available. |
The business operates openly and can demonstrate accountability for how it runs. All Level 1 criteria must also be met.
| Criterion | What is required |
|---|---|
| 01 Published Pricing or Pricing Process | Prices are publicly available, or the pricing methodology and any applicable fees are clearly explained in advance of commitment. |
| 02 Ownership Disclosure | The names of the principal owners or senior leadership are publicly disclosed. |
| 03 Privacy Policy | A current, plain-language privacy policy is published explaining what data the business collects and how it is used. |
| 04 Terms of Service | Clear terms of business are publicly available before any transaction is completed. No hidden or post-purchase terms. |
| 05 Communication Responsiveness | The business responds to customer enquiries within 3 business days. EGUM will conduct a test enquiry during assessment. |
| 06 Complaint Process | A clear, accessible process for raising complaints is published. Customers must be able to identify how to escalate if their complaint is not resolved. |
The business meets the full EGUM Standard — open operations, verifiable claims, and demonstrated accountability. All Level 1 and Level 2 criteria must also be met.
| Criterion | What is required |
|---|---|
| 01 Operational Transparency | The business publicly discloses meaningful information about how its product or service is delivered — including supply chain, production process, or service methodology as relevant to the category. |
| 02 Independently Checkable Claims | Any material claims made in marketing or communications must be independently verifiable. Evidence must be provided to EGUM. |
| 03 Published Operating Standards | The business has published standards for how it operates covering customer service, quality, and ethical conduct. |
| 04 Conflict of Interest Disclosure | Any material relationships, affiliations, or financial interests that could influence the business are disclosed to customers. |
| 05 Impact Statement | The business has published a basic statement of its environmental and social impact — honest, factual, and dated within the last 12 months. |
| 06 Consistent Track Record | The business can demonstrate at least 12 months of consistent operation meeting these criteria. |
Reserved for organisations that lead their category against the complete EGUM Standard. All lower-tier criteria must also be met.
| Criterion | What is required |
|---|---|
| 01 Independent Audit | At least one material transparency claim has been independently audited by a recognised third party within the last 24 months. |
| 02 Annual Transparency Report | The business publishes an annual report covering business performance, customer outcomes, complaints received and resolved, and progress against stated standards. |
| 03 Named Accountability | A named senior individual is publicly identified as personally responsible for the business's transparency commitments. |
| 04 Proactive Disclosure | The business discloses material changes proactively within 30 days of the change occurring. |
| 05 Demonstrated Improvement | The business can demonstrate measurable improvement in at least one transparency metric compared to its previous certification period. |
| 06 Stakeholder Engagement | The business actively engages customers, staff, or community stakeholders through published feedback mechanisms or open reporting. |
How the Standard Evolves
Community members suggest new criteria. EGUM reviews every suggestion. The strongest are adopted, credited to the community that proposed them, and published in the next version of the standard. No criterion is adopted without documented reasoning. No suggestion is ignored without a public explanation.