“It’s encouraging that B Lab have confirmed they are investigating what is a clear breach of trust as well as the rules of B Corp accreditation by Havas,” Chris Norman, co-founder and CEO of B Corp-certified Good Agency, told ADWEEK. “Whilst we are pleased to see B Lab taking action, and listening to their member agencies, it is disappointing that they have taken so long and are only now launching a formal investigation into an issue that is a threat to B Lab’s credibility as a leader in steering business as a force for good.”
B Lab’s investigation represents an interim win for the group of agencies, but will hinge on the outcome.
Possible outcomes vary
Depending on the result, B Lab could revoke the B Corp certification of Havas agencies. In addition, B Lab outlined four other possible outcomes of the investigation, which will look at each agency separately, to the extent possible. It could:
- Suspend one or more of the Havas agencies’ B Corp certifications, requiring remediation to maintain B Corp status;
- Put the certifications on probation, requiring disclosure and remediation to maintain certification;
- Uphold the certifications but require disclosure; or
- Uphold the certifications with no further action.
“We are dedicated to addressing this matter in a timely manner,” a B Lab Global spokesperson told Adweek via email. “We are also committed to following due process, which means we are not always able to come to a decision when many would like us to. We ask for your patience during this time.”
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