Speeki publishes the methodology behind its green claims assessments

Claim assessment usually happens behind a closed door. A reviewer looks at a claim, forms a view and signs something. What sits underneath – which tests were applied, in what order, and against what evidence standard – is rarely written down and almost never published.

SPK GCMS3001:2026 publishes it. The standard sets out, requirement by requirement, how Speeki assesses an environmental claim – and every requirement in it binds Speeki, not the client submitting the claim.

An opinion, or an assessment

That distinction matters commercially. A signed determination with no published methodology behind it is an opinion, and it carries the weight of whoever signed it. A determination issued under a published, versioned standard is something a regulator, a procurement team or a court can examine and test. Publishing the methodology is what makes the determination worth having.

How a claim is assessed

Every assessment runs through six stages, and no stage may be skipped. The claim is classified, its net impression is assessed, it is tested clause by clause against ISO 14021:2016, its evidence is scored, its disclaimers are examined, and it is checked against the regulatory framework of every market where it will appear.

Two principles run through all of it. The first is net impression: a claim is assessed on what a reasonable consumer would understand it to mean, not on the literal accuracy of its words. A technically true claim that leaves a false impression fails. The second is that good faith is not a defence – the test is whether the claim is substantiated, not whether the claimant believed it.

Evidence is scored rather than accepted. A supplier’s own declaration, without independent verification, cannot stand alone. Evidence that predates a change to the product is stale regardless of its nominal date. The outcome is a Green, Amber or Red determination, with Amber stating precisely what must change and Red stating precisely what is wrong.

Nicole® assesses, an expert signs

Every assessment is conducted by Nicole®, Speeki’s AI assessment engine, and reviewed and signed by a Speeki Expert before anything is issued. No AI-only determinations exist under this standard, and that is a structural requirement rather than a current practice. Higher-risk assessments stop and wait for human judgement before a determination is even drafted.

Speeki also does not advise claimants on what claims to make or how to phrase them. Claims are assessed as submitted. That separation is what the determination is worth.

Free to read

SPK GCMS3001:2026 is publicly available and free to read. Anyone submitting a claim can see the exact tests it will face before submitting it, and anyone relying on a determination can see what was done to produce it.

We could have kept this internal. But a determination is only as strong as the method behind it, and a method nobody can inspect is just a signature. We would rather be held to something published.

Scott LaneCEO and founder of Speeki

SPK GCMS3001:2026 is available now. Read the standard at resources.speeki.com, or talk to our experts to discuss what it means for your organisation.