CONFICERT and IPSOS present in Madrid the study “Radiography of Trust in Quality Seals in Spain”
The Official College of Architects of Madrid (COAM) hosted on November 6 our event “The Revolution of Quality Seals”, a meeting that brought together companies, institutions, and industry experts to reflect on the role of certification in consumer trust. The event also marked the official presentation of CONFICERT in Spain, our international not-for-profit association, founded in Spain, which brings together 11 accredited certification bodies from 6 countries and operates in more than 30 markets.
During the event, the results of the study “Radiography of Trust in Quality Seals in Spain”, conducted by IPSOS for CONFICERT, were presented. The study analyzes the level of awareness, perception, and usefulness of quality seals among Spanish consumers.
Seals: a decisive factor
The report reveals a key fact: 75% of consumers prefer products with a certification seal, and 66% would be willing to pay more for them. For 60%, the seal is synonymous with guarantee and quality, while 54% directly associate its presence with trust. These figures confirm that certification has become a sales and differentiation driver in an increasingly demanding and competitive market, especially in sectors such as food, health, cosmetics, energy, and technology.
A call for simplicity and transparency
The study also highlights a paradox: consumers value seals, but 64% feel overwhelmed by the number of existing seals and would prefer fewer, but more controlled and transparent ones. Furthermore, 65% admit they do not understand the certification system, although they would like more information—particularly about who issues each seal and what it really means. Up to 88% of respondents consider it useful to have a centralized database to consult this information, and 36% propose technological solutions such as QR codes on products to easily access certified information.
In the words of Mercedes Corbella, Client Manager at IPSOS:
“The consumer is sending us a very clear message: they want to know quickly, easily, and credibly whether they can trust a product. Trust is no longer printed on a label, it is demonstrated through transparency.”
Two discussion panels to rethink the future of certification
Following the presentation of the study, the event continued with two round tables where representatives from institutions, companies, and the certification sector debated the challenges facing the industry.
The first panel, “The Evolution of Quality Seals: Trust, Transparency, and Value for the Consumer”, featured Daniel Arribas, General Manager for Consumer Affairs at the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda, along with Mercedes Corbella, Client Manager – IPSOS, Cristina Delgado García President of Women in Retail (WIR), Estefanía Ferrer – CEO Lico Cosmetics, Pascual Campos Rus – Managing Director of Supermercados Plaza, Sigfrido Herráez Rodríguez – Dean of the Madrid Official College of Architects (COAM), and Javier González (Managing Director of OCE Global and Secretary of CONFICERT).
The panelists agreed on the need to simplify the system and strengthen transparency, emphasizing that:
“Consumers do not distrust the system, but they need to understand what is behind each seal.”
The second panel, “Certification as a Tool for Competitiveness and Corporate Reputation,” brought together José Manuel Prieto, Deputy Director General for Quality and Industrial Safety – Ministry of Industry and Tourism; Miguel Garrido de la Cierva, President of CEIM Madrid Business Confederation – CEOE; José Manuel Gil Morán, Commercial Director of Cámara Certifica (AENOR Group); Ana López-Casero Beltrán, Executive President of ARTE (Spanish Retail Textile Association); Pablo López Gil, Managing Director of the Leading Brands of Spain Forum; Eduardo Romero Maté, Partner in Consulting, Strategy and Processes at AUREN; and David Galeote Godás, Managing Director of ICDQ and Vice President of CONFICERT.
This session explored how certification can become a competitive advantage, generating reputation, added value, and trust in a global market. The speakers summarized:
“Companies should not only be committed — they must be able to demonstrate it with transparency and coherence.”
Both panels were moderated by Mariló Sánchez-Fuentes, director of the program Negocios de Carne y Hueso (Flesh and Bone Businesses), which will air a special edition of the event on Radio Intereconomía and over 420 TV channels across Spain, Latin America, and the United States, reaching a potential audience of over 400 million people.
CONFICERT: an association with Spanish roots
The event also served to officially introduce CONFICERT, an association created to promote transparent and global certification that strengthens consumer trust in quality seals.
In his speech, Daniel González, CEO of CONFICERT, stated:
“Our goal is for everyone to clearly understand what stands behind a seal, for companies to demonstrate their commitment with transparency, and for Spain to establish itself as an international benchmark in B2C certification.”
CONFICERT currently brings together 11 accredited certification bodies operating in over 30 countries, across diverse sectors such as food, energy, construction, health, cosmetics, technology, tourism, and R&D&I, but it is open to welcome whoever is committed to work to boost transparency and empower consumer.
CONFICERT has already launched four certification brands, including, VeG Wine®, for vegan wines, Ecco Plus® to give an extra ESG layer for already certified organic products, Good Farm Plus® (GFP) for animal farms with a committement with sustainability and Food Waste Saver®, aimed at reducing food waste along all the food chain. Furthermore, there are three other brands in process about to lanuched: Energy Saver® for all kind of companies to show how they save energy, Water Friendly® for all kind of companies to communicate their efficient use of water and Good Farm Plus Chain of Custody® for already certified products in GFP to reach the final consumer.
A shared commitment
The event concluded with a unanimous message:
“The future of certification lies not in multiplying logos, but in multiplying trust through consumer education, centralized information, and the use of technology to ensure genuine transparency”
You can download the Ipsos study infographic and view photos from the event below.
