AN audit process created to help companies achieve greater gender balance on their digital platforms has been launched by Women’s Enterprise Scotland (WES).

The Global Certification Standards for Digital Gender Balanced platforms were unveiled by youth and women’s employment minister Annabelle Ewing in Brussels yesterday.

The standards, introduced by Ms Ewing at a women’s entrepreneurship event at Scotland House, are designed to optimise content on websites and social media to ensure organisations reach out to both genders in their digital communications. This is done through an audit process that reviews current service provision. Companies that meet the criteria can display the certification logo on their platforms.

WES said the launch comes amid a growing global focus on digital gender balance, noting that research indicates 90 per cent of female entrepreneurs use web-based support services and require content that engages them in an appropriate way.

WES chief executive Margaret Gibson said the initiative followed an assessment of digital platforms that “found unconscious bias and widespread content” that contracted the organisations’ values and commitment to gender equality. The standards devised to address that imbalance are believed to be the first of their kind.

Ms Gibson said: “Women are active users of digital platforms and no organisation can afford to fall short of meeting the needs of a significant customer base. With the increasing use of digital platforms to deliver business support services, it is important that the content attracts and supports everyone who wishes to start up and grow their own business.”