MAJOR UK CARPET INDUSTRY INITIATIVE DESIGNED TO PROTECT CONSUMERS SO YOU REALLY CAN BELIEVE WHAT IT SAYS ON THE LABEL

In a move to protect the consumer from exaggerated or unsubstantiated product suitability claims, The Carpet Foundation, the �1.5 billion UK carpet industry's lead body has launched The Quality Mark, the first ever standard reference point for the carpet buying public.

Endorsed by The Textile Institute, the Chartered Professional body for textiles, the Quality Mark will denote that manufacturer's suitability claims are supported by product test results, so giving consumers a readily identifiable mark of confidence. Now you really can believe what it says on the label!

All products carrying The Quality Mark have their suitability claims supported by British Standard and International product testing procedures. Products are tested for the key factors affecting product performance. The results are taken and the various factors are weighted and balanced to produce a simple and accurate consumer friendly suitability evaluation (light domestic; moderate domestic; general domestic; heavy domestic; extra heavy domestic). Only available to Carpet Foundation member companies, the Quality Mark gives consumers peace of mind that the carpet is fit for its intended use.

The Quality Mark has the support of all leading retailers such as The John Lewis Partnership, Allders and Allied Carpets as well as independent retailers. A heavyweight �300,000 consumer advertising campaign in all the leading home interest titles supports the introduction of the Quality Mark.

Commenting on the initiative, Rupert Anton, The Carpet Foundation's Marketing Director, said: "Choosing a carpet is a highly complicated business. Consumers are confronted with a sea of similar products, for which many excessive and unsubstantiated claims are made.