Frequently asked

Why would an organisation want to become a Fair Brand?

Above all, it allows the organisation to communicate to their audience that they are ethical and fair with the choices their company is making, in regards to AI. It acts as a visual certification that the brand chooses long term value, over short term gain.

It also acts as a network to other 'fair' brands, that share similar ethics and beliefs, so they can do business with like-minded organisations.

Can anyone apply to be a Fair Brand?

Yes. If you are a business, CIC or Charity, you can become a Fair Brand. To apply, click here, which will take you to the application page.

How much does it cost?

Pricing varies, based on the type of organisation you are (Limited company, CIC, charity etc), and other factors.

Our certification costs take into account your organisation size, and the answers you give during the application process. For more information, please click here.

Do I have to be certified to display the Fair Brand logo?

Yes. The Fair Brand logo is a certification that allows the barer to display that they have completed the application process, and it regarded as a Fair Brand.

You cannot display the logo if you have not completed the application process with a pass.

How do you score the application process?

The application process uses a series of questions that evaluate your organisations opinions and practices regarding AI. These scores are weighted differently, depending on factors such as; sector, business type, end users and so on.

Answers in the application process are also reviewed by our team, where we will assess non quantative responses.

How do you decide what is deemed as 'fair'?

Our application and scoring system takes into account our 3 main pillars of AI ethics (human impact, artistic output and content credibility).

The scores in the application process are compared to the 'collective consciousness' - this is the mass opinion of everyone in the Fair Trust network. Therefore, it is not the opinion of one persons (or system) that deems fairness, but the overall mass majority.

What is the difference between Fair Brand and ISO42001?

ISO/IEC 42001 is an international standard for establishing, implementing, maintaining, and improving an Artificial Intelligence Management System (AIMS), providing a framework for responsible, ethical, and trustworthy AI development and use.

Fair Brand is a certification that allows organisations to outwardly advertise they are applying these ethics to their own brand.

Is it free for registered charities?

Yes! If you're a registered charity, we don't charge for you to become a Fair Brand.

This is because we believe businesses should add value to society, not take it.

How can you measure how much an organisation is using AI systems?

The answer is, we can't. Not accurately enough anyway. So instead, we measure the direct effects that the deployment of AI system creates.

Fair Trust believes in 3 main 'pillars' regarding organisations and AI. So we measure various metrics of these.

What is meant by an AI 'fair economy'?

An AI 'fair economy' is where humans and automated AI systems have a balanced input and output.

Businesses are held accountable for how they implement AI, and the effects it causes.

For example; This means that businesses are held responsible if they choose to replace all human roles with AI because it is cheaper

How long does the application process take?

Once you have completed the application form, we review and score the results. We may also look into your business for due diligence purposes. This process takes around 3 working days.

If your organisation is deemed 'fair' and pass the application, we'll just need to setup your annual fee. Once that's done, you are officially a Fair Brand!