Today's Home

Darrell Smith, Today's Home, "Window Film Solves a 'Glaring' Problem", January 19, 2012.

During winter months, people will often wear sunglasses to shield themselves from glare, but the sun's glare is
present indoors, as well. With the winter sun lower in the sky, it has a more direct impact shining through
windows and fading furniture, rugs and artwork, while exposing people inside to u healthy UV rays.

To read the entire article, click here:
http://www.todayshomebayarea.com/articles/window_film_solves_a_glaring_problem/

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It’s a “Glaring” Problem – Keep Solar Glare Under Wraps with Window Film, and Save Energy Year-Round

 

IWFA Shares Tips for Reducing Sun Glare while Lowering Energy Bills

Washington, DC --- January 4, 2012 – The International Window Film Association (IWFA), a non-profit organization,
is educating the public on window film use for residential and commercial applications, to reduce harmful solar glare,
while delivering significant energy savings.

“People often wear sunglasses outdoors during winter months to protect from glare and UV rays, but glare is
ever-present inside too,” said Darrell Smith, executive director of the IWFA.  “With winter sun lower in the sky,
it passes directly into windows with damaging effects on furnishings and art, along with unhealthy ultraviolet
(UV) rays’ impact on people’s eyes and skin,” he added.

In northern states, snow on the ground can reflect up to 85% of harmful UV rays upwards, according to the
Vision Counsel of America. This magnifies the issue of glare coming into windows, added Darrell Smith. “A simple,
cost-effective solution is professionally installed window film to make interior environments more enjoyable.”
Glare issues can be ameliorated by window film, which uses advanced technology to deliver energy savings
similar to low-e windows. Window film is available in a range of shades from clear to darker. It reduces glare
and still allows adequate light in while blocking UV rays that can harm skin and eyes, and fade furniture, carpets
and fabrics. 

According to the IWFA, window films may also eliminate uncomfortable hot spots by blocking solar heat.  This
enables HVAC systems to work more efficiently. For larger commercial and office buildings, which run heating
and cooling systems year-round, energy savings are even more significant.

For more information on protecting a home or office from glare, please visit www.iwfa.com online for facts on
 UV protection and to locate a professional near you who can conduct an energy savings audit and share window
film options to best meet your needs.

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Natural Home & Garden,

Susan Melgren, Natural Home & Garden, “Protect Your Home from UV Rays with Window Films”,
November 30, 2011

This story features recent news from the IWFA regarding window film as an energy saving solution, and urgency for
consumers to act quickly to enjoy an energy saving tax credit before it expires at the end of 2011. 

The coverage is featured in the "Green Products Galore" section, and has several live hyper-links to the IWFA website
as a resource for UV protection and window film information. 

About Natural Home & Garden
Natural Home & Garden, with a circulation of 54,000, is the authority on sustainable home design and materials,
earth-friendly décor and natural lifestyles. Since 1999, health-conscious, environmentally concerned consumers
have turned to Natural Home for information, advice and inspiration to create beautiful, earth-friendly living spaces

http://www.naturalhomeandgarden.com/green-products-galore/protect-your-home-from-uv-rays-with-
window-films.aspx

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Seth Leitman, The Green Living Guy Blog  
  
Seth is an Author, Editor, Reporter, Blogger, Radio host and Producer focused on
 eco-friendly living and healthy lifestyles. He published an interview with Darrell Smith,
Executive Director of the IWFA on November 22, 2011, which touts several window
film benefits as well as the tax credit soon to expire.

This online media outlet has over 50,000 subscribers and is growing.  

http://www.greenlivingguy.com/#http://www.greenlivingguy.com/

KMOX CBS radio in St. Louis 

As a result of our proactive outreach, Darrell Smith was interviewed on November 7,
2011, by Charlie Brennan for his radio show which ranks in the #1 time-slot on the
station, and boasts major market share in this top-20 media market.

The interview delivered about 15 minutes of lively dialog about window film benefits
ranging from UV protection from the winter sun, to energy savings.

http://stlouis.cbslocal.com/2011/11/11/charlie-brennan-friday-november-11th/#http://stlouis.cbslocal.com/2011/11/11/charlie-brennan-friday-november-11th/

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Nationally Syndicated Live Radio Show – Today’s Homeowner and HomeFront
 hosted by Allen Lyle and Amy Hughes

This live interview on November 3, 2011 with Darrell Smith focused on protecting home
interiors from damaging UV rays, especially in the winter as the sun is lower in the sky
and hits windows more directly. The show reaches a broad demographic of homeowners
interested in learning about products and solutions to protect and enhance their investment
in their homes.

http://www.dannylipford.com/homefront/2011/11/05/homefront-radio-show-for-
november-5-2011/

Window Film Magazine

Warner wrote a contributed article attributed to Darrell Smith at the IWFA, which ran
in Window Film Magazine’s November/December issue. The story highlighted the
Memphis event, and new ways the IWFA is working to help members achieve new
 growth

http://www.windowfilmmag.com/digital/2011/NovDec2011.pdf#http://www.window
filmmag.com/digital/2011/NovDec2011.pdf

"Consider Window Film First," Sustainable Facility , July 5, 2011, Darrell Smith
 

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"IWFA Launches New Branding Campaign," Focus on Film Newsletter, July, 2011

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"Exploring Options," Medical Construction & Design, July 7, 2011, pp 14-15, Darrell Smith 
        This article gives an overview of how window film can be a simple retrofit option
with sustainable benefits that can help hospitals improve the energy efficiency of the
overall building envelope. 

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"A New Law in Florida Has Window Film Companies Up in Arms," Window Film Magazine, July 21, 2011

 

Quotes from IWFA Staff
Quotes from IWFA staff or board members should generally be considered with caution, unless they are in an article or publication produced or submitted by the IWFA for use. In some cases, the representatives are asked specific questions and then accurately quoted about that particular topic. Many times, however, the IWFA or its representatives are questioned about general issues in telephone calls or impromptu interviews; sometimes the statements made about these general issues are then “quoted” as a statement made and applied to a specific issue, i.e., taken out of context.

A good example of the potential confusion or misrepresentation occurred last summer when Darrell Smith participated in live, 30-minute television interview about the use of security films in hurricane situations. When he made a statement that he did not believe that any window protection would stay intact throughout a direct-hit Category 5 storm hitting a beachfront residence, he was quoted as saying that “window film would not last throughout a hurricane.” The entire half-hour interview was reduced to one partial statement, taken entirely out of context. If you have questions about any IWFA statement or quote in the press, please contact the IWFA for clarification.

IWFA Membership
Recent interviews about membership in the IWFA dealt with the steps the organization uses in consideration of all applications for membership, and with those used in consideration of a particular application.

There are multiple steps involved in membership acceptance. Membership in the IWFA is based upon written application of a company for membership in a particular category such as dealer, distributor, manufacturer, etc. The application is submitted to the IWFA office along with a copy of the IWFA Advertising & Ethics Policy signed by an authorized officer of the applying company. Either payment for the annual dues is included or has been arranged in advance with the IWFA office. The IWFA office staff has the responsibility to see if there is any reason to exclude a company’s application for consideration in the particular category in which it has applied. This would include a review of the company’s written literature and its website, if any, as well as an interpretation of whether the IWFA definition for that membership category is applicable or not, based on the current definition contained in the IWFA bylaws. If the applicant clearly does not fit in the category for which application is made, it is notified that membership cannot be considered in that category and that it may reapply in another category, if any is applicable. If, after review and further study, there is any question on whether a particular applicant fits into a specific category, staff reviews the findings to date with legal counsel for additional input.

Only after all this review has been done is the application submitted to the board of directors for their review and approval. Any member of the board may raise questions about an application. If these questions represent new information not previously considered by staff, then the board may decide to delay a vote until this information can be reviewed and the application resubmitted to the board for consideration. However, if there is no new information, then a simple majority of the board of directors is needed for approval of membership. All IWFA memberships are based on the process above. There is no shortcut to membership status.

IWFA Member Categories
One other issue should be noted here, and that is one of definition. The IWFA definitions currently being used are from its bylaws:

Section 2.01(a) Active Members. To be eligible for Active Membership, a person, firm or corporation must be either: (i) a manufacturer engaged in the original manufacture of window film; (ii) a supplier of raw materials and/or equipment used by the manufacturer in the manufacture of window film; (iii) a distributor engaged in the distribution of window film to dealers in window film; or (iv) a dealer engaged in the application of window film.

The IWFA staff and counsel looked at many other organizations such as AIMCAL (uses the term manufacturer/converter) and the Federal Trade Commission to see if there was any more precise definition generally being used. These are the ones being currently applied to applications for membership. Any suggestions on specific language to be used in any category would be welcome from the general membership.

Handling of Complaints
The IWFA does have a formal procedure which is followed in addressing all official complaints. The IWFA has no procedure for addressing complaints which are based on innuendo, rumors, third-party information, or outdated statements. If the IWFA receives a complaint in writing, from either a member or non-member, about another company’s actions or representations, the IWFA will respond by contacting the company about which the complaint is made. After the IWFA has investigated and/or received a response (or refusal to respond), it will contact the complaining company with its findings or response.

There is also a formal process for removal of membership status, should an investigation of a formal, written complaint about a current member by the IWFA Ethics Subcommittee lead to a board decision to withdraw membership for a violation of the IWFA Advertising & Ethics Policy. It must be remembered that the only enforcement power the IWFA has is to remove a company as a member. Other means of corrective persuasion may include, but not be limited to, sending copies of the complaints or other correspondence to the Better Business Bureau and/or the office of the local state’s attorney.

The IWFA has found that there are numerous marketplace remedies available to the complaining party, most of which are not being utilized. It is important to remember that a company suffering from unfair or illegal business practices, such as misleading or confusing advertising or claims made to the public, may have grounds for legal action. At a minimum, the threat of such action may be all that is required to remedy a situation. Unless there is misrepresentation of the IWFA itself or its members or of the benefits and uses of window film products generally, there is little legal action which could be brought by the IWFA as an organization. In such a case, more individual action is warranted.

Summary
The right to compete fairly, and in a manner conducive to the growth and best interests of the window film industry as a whole, is very important to the IWFA. The right for each member company to be viewed based on the facts surrounding its product offerings, its business practices, and the public representation of such is a guiding principle of the IWFA.

Times do change. Business practices, definitions and membership categories, dues structures—all these are reviewed periodically by the IWFA leadership. The IWFA needs and welcomes input from the entire industry in issues of concern, no matter whether positive or negative. We ask you as members to get involved and submit a list of your concerns. Fax them, e-mail them or snail-mail them to the IWFA office. They will all be presented to the Board of Directors for consideration of changes for the future. Comment or complain because the alternatives, silence or absence, change nothing.