The Australian "Good Environmental Choice" launched in November 2001 provides to the community an environmental mark of recognition for a wide range of products. The benefits of an independent environmental label is that all Australians can easily recognise products which are sensitive to environmental pressures. The Australian Ecolabel Program has been developed for general compliance to ISO 14 024 and is managed by a not-for-profit organisation utilising a national network of registered assessors. The program awards a mark for recognition for products that meet standards of environmental, quality and social performance. The voluntary Australian Environmental Labelling Standards developed by Good Environmental Choice Australia Ltd (GECA) are designed to give manufacturers, distributors, and marketers the financial benefits of dealing in and producing environmentally preferable products. The association develops scientifically recognised benchmarks for the environmental performance of products throughout the market. A product's performance against these benchmarks will determine whether the product is awarded the Australian "Good Environmental Choice" ecolabel.