Steve Marr, UK compliance director for SIG, addresses the Code for Construction Product Information (CCPI) and its mission to standardise product descriptions in the construction industry
How carefully do you look at the information on your product labels? What do words like ‘soundproof,’ ‘dampproof’ or ‘fireproof’ actually mean and how have these been tested?
The Code for Construction Product information (CCPI) was created to change the way the construction product manufacturing industry manages and provides information on their products.
Its goal is to ensure clear, accurate, accessible, up-to-date and unambiguous product descriptions, encouraging a common understanding of acceptable terms and phrases to make it clear that the product will do what it claims and be able to make valid comparisons.
Marketing promotion v industry standards
The challenge comes from balancing marketing objectives with industry accuracy.
In a highly competitive market, the tendency to describe products as, for example, ‘green’ or ‘non-toxic’ is tempting but such language, when not contextualised or backed up with data, can be misleading.
In this industry, accuracy must take precedence as misleading or even incorrect language can have devastating consequences.
Lessons from Grenfell
Dame Judith Hackitt’s Independent Review of the Building Regulations & Fire Safety, conducted after the Grenfell tragedy, along with the subsequent inquiry, highlighted the need to address marketing practises in the construction sector.
The CCPI was established to guide manufacturers in providing reliable product information, giving users greater confidence in their buying decisions.
Benefits of CCPI
- No more misleading claims: When contractors choose a CCPI-assessed product, they know they can rely upon the performance levels and the key information provided. If labelled ‘fireproof,’ these claims are qualified and supported through recognised testing and certification. This helps contractors make more informed choices when selecting their product.
- Easy to compare: Accurate, upfront information simplifies product selection and ensures buyers have the right product for the job.
- Time saving benefits: By making product information easy to access and obvious, buyers can easily find the information especially when searching on company websites. At SIG, we go even further by holding manufacturers product datasheets at a central level, helping customers find exactly what they need.
Clear, accurate, accessible and up to date
In response to industry feedback, the CCPI has compiled a collection of words and phrases that should be avoided unless used in a specific context.
This is not an exhaustive list but more of an ongoing guide. Describing certain products accurately will also depend on the sector and the type of product.
The code provides helpful explanations for circumstances when a word or phrase could be regarded as acceptable.
Popular descriptions relating to the environment such as “negative carbon”, “carbon neutral”, “net zero” and “sustainable product” should be avoided without specific context.
Therefore, you could state “the carbon in this product has been offset using an accredited scheme”. The same cannot be said for “net zero” as this is not an accepted definition – so be careful. Context is everything.
Next steps
The CCPI is a voluntary code so a collaborative approach throughout the whole supply chain is needed to make these important changes to the construction industry.
SIG is fully committed to this process. We have sought CCPI Assessment for our own branded products, including the Speedline range and have our own compliance team to proactively monitor the information provided by suppliers.
As more merchants, manufacturers and distributors sign up to the CCPI, build quality and safety standards should rise, benefiting the entire industry.
