IAPMO, an international leader in product certification across global markets, detailed the process and significance of product verification in entering the North American market.
By NKBA Staff
The U.S. is a very desirable market for international brands, but navigating the entry and compliance process can be tricky — even for companies with certifications in other countries.
Global Connect, NKBA’s international business membership program, presented an informative session at KBIS 2026 in Orlando with Global Connect Advisor IAPMO, a global leader in protecting public health and safety through codes and standards development, product and systems testing, evaluation and certification, personnel training and certification and industry research.
John Watson, IAPMO vice president of Industry Relations and Business Development, offered insights on certifying products to comply with U.S. standards to orchestrate a successful entry in North America. As a Global Connect advisor, IAPMO is available to provide strategic advice to Global Connect members who subscribe to the program.
“International companies might have certifications for other countries, but the U.S. is different,” said Watson. “There are federal, state and local regulations and codes, so independent certification is expected to comply in North America. And local codes can vary greatly, so a code certification agency like IAPMO can help on all levels. It’s one place for all compliance needs.”
Certification inspires consumer trust, which is the ultimate goal, he added. In the U.S., there is a general conformity about plumbing rules and product testing, lead content in drinking water, water efficiency and electrical safety. When products are certified and carry recognizable certification marks, visible on the products, this attests that they are safe to use.
Watson said the approval path includes determining the scope of the product’s function, applicable standards, performance requirements of the materials used, documentation of how the product is made to know that it’s safe, and that the certification markings are visible to inspectors. Certification also includes product testing and follow-up inspections to ensure that products are safe over time. IAPMO maintains listings and records of inspections to continue validation.
“Standards evolve with new technologies and product innovation, and your partner should, too,” Watson said. “IAPMO also helps shield the products from trademark infringement and counterfeiting — it’s a kind of ‘policing’ service.”
Validation and certification make market entry easier, he noted, advising companies to start the process early, understand the standards, expect variations and use certification strategically. “There are some 40,000 jurisdictions in the U.S., all subject to interpreting codes,” he concluded. “The U.S. is a very profitable market, and to do business here, you need a good third-party certification agency.”
NKBA Global Connect is designed to build awareness of the North American market for global brands and help them gain a deeper understanding of doing business across the region.
The initiative offers valuable benefits to foreign companies exploring entry or looking to increase their market presence in North America. It also brings international business journalists — this year, from the UK, Germany, Spain, Italy, and Brazil — to KBIS to learn about the innovations, technologies, and new products emerging in the U.S. and Canada and share in their markets.
