ecomark.

EcoMark algorithm v1 · current

The analyser is public.

EcoMark v1 uses observable website measurements, not AI judgement. Every stored result records the exact algorithm version and hash that produced it.

v1 v2

Analysis flow

URL → crawl → analyse → grade.

  1. Browser-render the homepage where Browser Run is available.
  2. Crawl up to 3 public same-site pages and respect robots.txt.
  3. Sample up to 24 referenced assets.
  4. Turn observable metrics into 0–4 criterion levels using the versioned thresholds below.
  5. criterion_points = max_points × level ÷ 4.
  6. overall_score = round(sum(category_score × category_weight)).
  7. competition ranking: equal scores share a rank and the next rank skips accordingly (1, 1, 3).

EcoMark v1 scores observable website behaviour. It does not claim to rate an organisation as ethical or sustainable.

0/4Fails materially or creates clear harm in this criterion.
1/4Poor. Significant problems or unnecessary impact remain.
2/4Mixed. Some good practice is present, but material gaps remain.
3/4Good. The criterion is mostly met with only limited gaps.
4/4Strong. The criterion is deliberately and consistently met.

Published rules

Twenty-five deterministic criteria.

25%

Efficiency

Resource use, page weight and avoidable computation.

  • Payload
    Measured HTML and asset payload is proportionate and optimised.
    Metric: average_page_kb · lower is better · bands 500 / 1000 / 2000 / 4000 KB/page
  • JavaScript
    Referenced JavaScript weight is kept proportionate.
    Metric: average_javascript_kb · lower is better · bands 100 / 250 / 500 / 1000 KB/page
  • Requests
    Pages avoid excessive resource references and third-party connections.
    Metric: average_resource_references · lower is better · bands 20 / 40 / 70 / 100 resources/page
  • Media
    Images and video avoid obvious loading and autoplay waste.
    Metric: media_issue_count · lower is better · bands 0 / 1 / 3 / 6 issues
  • Caching and compression
    Sampled static assets expose effective cache policy.
    Metric: cacheable_asset_percent · higher is better · bands 80 / 60 / 40 / 20 %
25%

Privacy

Tracking, cookies, profiling, analytics and consent.

  • Behavioural tracking
    Known advertising pixels and cross-site trackers are absent or minimised.
    Metric: tracker_count · lower is better · bands 0 / 1 / 2 / 4 known trackers
  • Analytics minimisation
    Analytics technology is absent or privacy-preserving and proportionate.
    Metric: analytics_risk · lower is better · bands 0 / 1 / 2 / 3 risk level
  • Cookies and consent
    Non-essential response cookies are avoided before interaction.
    Metric: nonessential_cookie_count · lower is better · bands 0 / 1 / 3 / 6 response cookies
  • Third-party disclosure
    Resource loading does not unnecessarily disclose visits to third parties.
    Metric: third_party_percent · lower is better · bands 0 / 10 / 25 / 50 %
  • Invasive techniques
    Known session replay and similarly invasive tools are absent.
    Metric: invasive_tracker_count · lower is better · bands 0 / 0 / 0 / 1 known invasive tools
20%

Sovereignty

Ownership, geography, portability and dependency.

  • Provider jurisdiction
    Observable dependencies minimise reliance on US-headquartered platform ecosystems.
    Metric: us_provider_count · lower is better · bands 0 / 1 / 3 / 6 provider ecosystems
  • Third-party geography
    Known non-EU third-party data exposure is minimised.
    Metric: known_non_eu_data_percent · lower is better · bands 0 / 10 / 30 / 60 %
  • Portable delivery
    Pages minimise proprietary embeds and platform-specific content dependencies.
    Metric: proprietary_embed_count · lower is better · bands 0 / 1 / 3 / 6 embeds
  • Supplier concentration
    Third-party resource loading is not dominated by one provider ecosystem.
    Metric: top_provider_share_percent · lower is better · bands 0 / 40 / 65 / 85 %
  • First-party delivery
    Assets are delivered directly from the site where practical.
    Metric: first_party_asset_percent · higher is better · bands 95 / 80 / 60 / 40 %
15%

Accessibility

Inclusive, semantic and resilient implementation.

  • Semantics
    HTML exposes basic language, heading and landmark structure.
    Metric: semantic_issue_count · lower is better · bands 0 / 1 / 2 / 4 issues
  • Keyboard access
    Markup avoids obvious keyboard-hostile interaction patterns.
    Metric: keyboard_issue_count · lower is better · bands 0 / 1 / 3 / 6 issues
  • Forms and controls
    Form controls expose labels or accessible names.
    Metric: unlabelled_control_percent · lower is better · bands 0 / 5 / 15 / 30 %
  • Visual accessibility
    Viewport and media markup avoid obvious visual accessibility barriers.
    Metric: visual_issue_count · lower is better · bands 0 / 1 / 2 / 4 issues
  • Resilience
    Meaningful text remains present without relying entirely on client rendering.
    Metric: raw_text_ratio_percent · higher is better · bands 80 / 60 / 40 / 20 %
15%

Responsibility

Transparency, security basics and responsible choices.

  • Transparency
    Privacy, cookies, accessibility and contact information are discoverable.
    Metric: missing_transparency_links · lower is better · bands 0 / 1 / 2 / 3 missing links
  • Security basics
    The main response exposes sensible browser security headers.
    Metric: security_header_count · higher is better · bands 5 / 4 / 3 / 2 headers
  • Consent design
    Tracking and consent markup avoids obvious one-sided choice patterns.
    Metric: consent_issue_score · lower is better · bands 0 / 1 / 2 / 3 risk level
  • Supplier disclosure
    Detected material providers are reflected in discoverable privacy information.
    Metric: undisclosed_provider_percent · lower is better · bands 0 / 25 / 50 / 75 %
  • Responsible defaults
    The observable site defaults avoid trackers, autoplay and weak transparency/security.
    Metric: responsible_default_issue_count · lower is better · bands 0 / 1 / 2 / 4 issues

Grades

A transparent final band.

A 90–100 · B 80–89 · C 70–79 · D 60–69 · E 50–59 · F 0–49

Versioning rule

Changed scoring means a new version.

If a measurement, threshold, category weight or grade rule changes in a way that can change a score, EcoMark increments to the next whole-number version.