What's in a name?

CHOICE rolls out product endorsement logo scheme

Consumer group CHOICE has issued the first licence for an endorsement scheme that will allow manufacturers to use the "CHOICE Recommended" logo on a range of products.

Subject to licence conditions and regulations, the logo can be used by companies which have a product that has met CHOICE's strict testing standards for performance and excellence.

"CHOICE is very protective of its independence but we also believe it's important our recommended products can celebrate the fact they have been put through the wringer and passed our rigorous testing procedures," says CHOICE spokesman Brad Schmitt.

"Research tells us an independent third party endorsement from CHOICE is held in high regard by companies and consumers alike, with 88% of our members saying they have purchased a product as a result of a CHOICE recommendation."

The first endorsement licence has been approved for two Rinnai gas heaters and a dryer while a number of other companies are considering adopting the logo for products ranging from car GPS systems to dishwashers and vacuum cleaners.

The endorsement scheme will run in conjunction with the CHOICE Awards logo program which acknowledges the top-performing companies and retailers of the past year.

NAB ATM users are already seeing the CHOICE Awards logo after the bank won an award for best low-fee bank account, while the winner of the People's Choice Award for best retailer, "The Good Guys", has announced it will be using the logo in television commercials in the coming weeks.

A licence fee will be charged for products in the "CHOICE Recommended" scheme to cover administration costs, with surplus funds to be re-invested into further CHOICE testing and research.

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