The use of ISO standards helps organisations to create products and services that are safe, reliable and of good quality. ISO certification also helps companies increase productivity while reducing errors and waste. Certification against ISO standards also ensures transparency. By allowing products from different markets to be compared directly with each other, they facilitate entry into new markets and help develop fair global trade. Certification against an ISO standard also has a positive effect on an organisation's image: it ensures that consumers and end users trust products and services.