What is Ethicality?
An independent certification authority for the use of AI.
Ethicality certifies how organisations use AI. We publish the standard, run the assessment, and keep a public registry of everyone who earns the certification.
Why it matters
"We use AI responsibly" is easy to say and hard to prove.
A certificate from a body with no stake in the outcome turns a claim into something a customer, partner, or board can actually check.
The standard
We certify against one published standard: the Ethical Use of AI Management Standard (EUMS). It covers how an organisation uses AI, not just what it builds — disclosure, human responsibility, acceptable use, transparency, and incident response.
Our process
- 01
Apply
The organisation submits a short intake describing its AI use and oversight.
- 02
Assessment
An accredited Ethicality assessor conducts an evidence-based review against the EUMS standard.
- 03
Board Review
Ethicality's independent board reviews the assessor's findings and decides whether the standard has been met.
- 04
Certification
On approval, the organisation is issued a Badge based on their score and entered into the public registry.
The Blue Badge
The Blue Badge is issued only to organisations that have passed an independent Ethicality assessment against EUMS.
Every Blue Badge corresponds to a numbered certificate, an assessor of record, an issue and expiry date, and an entry in the public registry.
Why now
- 01
Trust is a differentiator
Buyers, partners, and boards now ask how AI is governed before they commit. A clear, independent signal wins over a vague promise.
- 02
Buyers are asking
Enterprise RFPs, boards, and insurers now ask how AI is governed before they sign. A vague answer loses the deal.
- 03
Trust compounds early
Organisations that certify now set the reference point for their sector. Late entrants spend years catching up to a standard others already meet.
The principle