The 'System'

Every commercial or not-for-profit enterprise or brand is a system. We subscribe to the view that every such system exists to serve the best interests of all stakeholders and should not disadvantage any of them in any way at any time.

The 'Stakeholder'

We define stakeholders as: "The people for whom a system exists, as well as anyone who manages, develops, operates, services, maintains, uses, benefits from, or whose general health and well-being, economic opportunities and environment are meaningfully and more or less directly impacted by the system."

Interpretation
We do not support flippant, or unreasonable interpretations of this definition, such as any which attempt to establish tenuous, irrational, irrelevant or unfounded connections between causes and effects. The connection between an individual, or enterprise and the registered ethical brand must be relevant, clear, unambiguous and where appropriate, proven. However, by the same token we do not consider any attempts to constrain the interpretation of stakeholders to very narrowly defined constituencies of vested interests to be characteristic of an authentic ethical brand.

If the credentials of a stakeholder that has submitted validated feedback are questioned either by Ethical Brand (International) or the registered enterprise (the subject of the feedback)AND that feedback could potentially have a meaningful impact on the enterprise's ethical brand rating then the individual will be required to produce whatever evidence may be necessary to Ethical Brand (International) in order to prove his or her status as a de facto stakeholder - according to the above definition. Upon receipt of this material Ethical Brand (International) shall review it and determine whether or not to accept it as conclusive evidence of this and it's decision cencerning the credentials of the stakholder shall be final.

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