Becoming a Fair Brand →
The application process
The application to become a Fair Brand is an assessment of your organisations beliefs and actions towards ethical AI use. It explores your companies attitudes and choices that affect in three main areas; Human impact, creative credibility and security & bias. These areas are weighted, depending on their importance, which is decided through a collective consciousness of the Fair Trust network.
The application itself asks a series of questions to help our team evaluate and score your organisation. Exploration of how your AI choices effect its various stakeholders is also taken into account.
Once evaluated, our team produces a report, which includes your results. If over the pass threshold, your are ready to become a Fair Brand.
Step 1
Application
The first step in becoming a Fair Brand, is the application phase. Once you have completed the preparation steps below, you can use the online application form to begin your application.
The online form takes about 30 minutes to complete and should be completed by a senior member of your organisation.
Once you have completed the application, our team will review your answers.
Step 2
Results
The application results are a combination of numeric scores and additional considerations, such as your organisation type, number of employees and how your use of AI effects your stakeholders.
If you pass, our team will be touch soon after the results have been processed to run through 'Step 3'. If you fail, our team will be in touch and guide you through simple changes can could help you reach the pass level. You can apply more than once.
Step 3
Profile & Promote
Once your application is approved, our team will be in touch to help set up your organisations directory profile. This is your unique page on the Fair Trust website, which contains organisation details and your scores.
We'll also give you access to the brand asset library, so you can start applying the Fair Brand mark to your organisations collateral.
Preparation →
Before you apply
1. Understand the 'pillars'
Our pillars are the key areas of focus for Fair Trust. By understanding the key areas within in each pillar, we'll gather more accurate information and you'll complete the application quicker.
2. Gather information
We will ask for information about your organisation, such as its company number, address of HQ, number of employees and so on.
3. Consider completing toolkits
There are free toolkits provided by NCSC and UK Government, which will help your score, improving the probability of you being awarded the certification.
Scoring your application →
What is taken into account
Your metrics
The application gathers various metrics from your organisation, such as company size, type, employment and so on. These are then scored and 'weighted' using the network and 'importance' averages.
Benefits to stakeholders
As well as key metrics from your organisation, we gather information about your companies AI choices and how they affect its stakeholders. Some organisations may score low in key metrics, but if the output of their company is beneficial to our key pillars, we will take this into consideration.
Network weighting
Using Fair Trust network datasets, we can establish what is considered to be important and 'fair'. This collective consiousnous is processed to give a weighting for individual key metrics, as well as the areas of improvement (key pillars).
Global averages
Global metrics and averages are used to set baseline levels of scoring. This means, your organisation is evaluated against national and global levels.
Additional accreditations
Additional accreditations will be taken into account when scoring your application. Any organisation that shows indirect AI benefits to its stakeholders will qualify for these. For example, charities and companies that hold ISO42001, qualify as it shows evidence of improving in our key pillar areas.
Our core areas of focus
As an organisation, the Fair Trust core areas of focus are; Human impact, creative credibility and security & bias.
We use these three areas to break applications into the 3 main scoring areas, then use the 'network weighting' metrics to give each area importance ratings.
Ready to become a Fair Brand? →
Begin application
If your organisation is ready to begin its application, click the button below, which will launch the online application form. It takes about 30 minutes to complete.
