VAA Customer Quality & Care Charter

VAA is committed to delivering professional excellence. This Quality Matrix is a set of statements developed by VAA, so members can benchmark themselves against similar professional artists. Members of the VAA are invited to follow these best practice principles.

VAA Customer Quality & Care Charter


Creative Practice

Artists should commit to developing their professional creative practice: self, peer, and public.

Quality areas include how art is produced and presented, originality and distinctiveness, relevance, and rigour. These are open-source international quality standards set by cultural organisations as published by The Arts Council of England.

  1. Provenance & Records

Good provenance leaves no doubt that a work of art is genuine. Artists should keep artwork records in a durable medium (online or offline) as link number one in the sale of artwork.

Artists will provide a signed or stamped Certificate of Authenticity (COA) with each sale, detailing key information about the artwork (art title, medium, dimensions, edition size, date etc). The COA will identify the artwork as one-of-a-kind, a limited edition (including the number in the series), or an open edition.

  1. Copywrite & Description

Creative integrity is of utmost importance, artists will not plagiarise or break copywrite laws. Artists will sell work that is ‘as described’ and of ‘reasonable quality’.

  1. Product Safety

Artwork will not contain unsafe, harmful, or toxic products unless these are labelled and permitted by law. Artists should give advice on any safety requirements for storage and display i.e. weight restrictions.

  1. Fair Pricing

Artwork will be priced fairly to reflect the current market value. This takes into account the artists’ individual experience and skill levels, alongside the sale price of comparable artworks.

  1. Delivery

Artists will use reasonable care in the delivery and timescales of the artwork or service.

  1. Consumer Information

Artists will manage data in accordance with data protection laws: fairly, lawfully, and transparently. This information should be made available upon request.

  1. Consumer Communications

Artists will deliver their services in a friendly and inclusive manner. They should deal with customer requests, queries, and concerns reasonably and promptly.

  1. Equality

Artists will treat all customers equally without discrimination.

Trading standards and legislation vary from country to country. VAA’s Quality & Customer Care Charter is independent and supplementary. Members can access the charter guidelines, supporting materials, and brand collateral in the VAA Resources Vault.

For more information relating to the VAA Customer Care & Quality Charter, please contact us via email: hello@visual-artists.org

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