The value of the Fair Tax Mark Criteria works two ways: it protects the company from both reputational and financial risk, at the same time as projecting an image of openness, honesty and trustworthiness to consumers and investors...The Fair Tax Mark is about acknowledging, assuming responsibility for and being transparent about the impact of a company’s taxation decision-making and policy. The Fair Tax Mark is an indication that a business is accountable to stakeholders as well as shareholders when it comes to tax. As such the Fair Tax Mark is recognition that tax is more than a quantitative issue about the amount of tax paid but is actually an issue of qualitative importance central to business culture and practice all the way through the supply chain.