WWF's forest programme director, Chris Elliot said that FSC was one example of a labelling scheme that had gained credibility internationally without needing government regulations to enforce its standards.

The scheme, which is celebrating its 10-year anniversary, has come a long way during that period.

"In September 1994 when FSC was established there were no certified forests," said Elliot. "Now nearly 50m hectares, an area larger than Spain, has been certified."

In addition, he said hundreds of firms had become chain of custody certified, including paper merchants and printers, who require chain of custody to produce and stock FSC-labelled products.

On the consumer side, Elliot said demand is definitely growing. He pointed to the quadrupling of the amount of paper produced in Europe to FSC standards in 2003.

"It seems that people are beginning to recognise the benefits of buying products from well-managed forests," said Elliot.

Emerging markets are also embracing FSC, with 57 Japanese firms signed up this year, having grown from one last year.

However, Elliot said the past 10 years had not been easy. Some of the FSC's decisions have been subject to criticism, and other certification schemes have sprung up providing vigorous competition.

But Elliot said there was a now a message of hope, with forest companies, environmental NGO's and social groups all working together.

"Maybe other industries could learn from this," he said.

Story by Andy Scott