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.
| Criterion | What is required |
|---|---|
| 01Legal Identity | The business is registered with the relevant national or regional authority. Registration number and jurisdiction must be provided and verifiable. |
| 02Accurate Trading Information | Business name, trading address, and contact details are accurate and consistent across the application, the business website, and public registries. |
| 03Reachable Contact | A genuine, monitored email address and phone number are publicly available. EGUM will test responsiveness during assessment. |
| 04Active Operation | The business is actively trading. Evidence of recent activity must be provided. |
| 05No Serious Outstanding Violations | The business has no unresolved serious regulatory sanctions, fraud findings, or insolvency proceedings at the time of application. |
| 06Clear 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 |
|---|---|
| 01Published Pricing or Pricing Process | Prices are publicly available, or the pricing methodology and any applicable fees are clearly explained in advance of commitment. |
| 02Ownership Disclosure | The names of the principal owners or senior leadership are publicly disclosed. |
| 03Privacy Policy | A current, plain-language privacy policy is published explaining what data the business collects and how it is used. |
| 04Terms of Service | Clear terms of business are publicly available before any transaction is completed. No hidden or post-purchase terms. |
| 05Communication Responsiveness | The business responds to customer enquiries within 3 business days. EGUM will conduct a test enquiry during assessment. |
| 06Complaint Process | A clear, accessible process for raising complaints is published. |
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 |
|---|---|
| 01Operational Transparency | The business publicly discloses meaningful information about how its product or service is delivered. |
| 02Independently Checkable Claims | Any material claims made in marketing must be independently verifiable. Evidence must be provided to EGUM. |
| 03Published Operating Standards | The business has published standards for how it operates covering customer service, quality, and ethical conduct. |
| 04Conflict of Interest Disclosure | Any material relationships or financial interests that could influence the business are disclosed to customers. |
| 05Impact Statement | The business has published a basic statement of its environmental and social impact, honest, factual, and dated within the last 12 months. |
| 06Consistent 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 |
|---|---|
| 01Independent Audit | At least one material transparency claim has been independently audited by a recognised third party within the last 24 months. |
| 02Annual Transparency Report | The business publishes an annual report covering business performance, customer outcomes, complaints received and resolved, and progress against stated standards. |
| 03Named Accountability | A named senior individual is publicly identified as personally responsible for the business's transparency commitments. |
| 04Proactive Disclosure | The business discloses material changes proactively within 30 days of the change occurring. |
| 05Demonstrated Improvement | The business can demonstrate measurable improvement in at least one metric compared to its previous certification period. |
| 06Stakeholder 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.