Technical Guest Blog Example in Support of Porcelain Tile Industry Quality Leadership

In November 2007, the Ceramic Tile Distributors Association (CTDA) and the Tile Council of North America (TCNA) launched the Porcelain Tile Certification Agency (PTCA) to certify porcelain tile.

Porcelain tile is defined as an impervious tile with a water absorption of 0.5% or less as measured by the ASTM C373 test method. There are, however, many instances in which tile not meeting this standard is advertised and sold as porcelain tile. Marketplace confusion, installation problems and even liability concerns can result when non-porcelain tile is misrepresented in the marketplace.

Under the PTCA certification program, manufacturers who want to prove that their tile is porcelain -- meeting the 0.5% water absorption criteria -- can have their product tested to determine compliance with that requirement. They may then use the PTCA certification mark on their product packaging, marketing materials, etc., as confirmation of that compliance.

Benefits

The program is designed to benefit manufacturers, distributors and end users who are all impacted by the misrepresentation of non-porcelain tile. Marketplace confusion currently exists over what is and is not porcelain. Porcelain certification will verify that the samples tested all met the water absorption criteria.

The Certification Process

Manufacturers may apply for certification by submitting samples of the lightest color in each series for qualifying tests and by paying for the testing as well as the initial and annual certification and participation fees.

The PTCA will conduct the porcelain certification program, educate the public on the benefits of porcelain certification, conduct research activities, and assist in the development of tests or test methods for porcelain tile.

The Porcelain Tile Certification Agency (PTCA) was established jointly by the Ceramic Tile Distributors Association (CTDA), representing distributors, and the Tile Council of North America (TCNA), representing manufacturers.

Together these two groups of ceramic tile industry leaders represent a total of more than 500 distributors and manufacturers. PTCA is a result of their belief that misunderstandings on the definition of porcelain tile and mislabeled products result in complex and often costly problems. They have agreed that a product certification program for porcelain tile will help mitigate these problems.

Under the program, manufacturers who want to "prove" their product is really porcelain (meeting the water absorption criteria of the American national standard) can have their product tested to determine compliance with that criteria. Use of the porcelain certification mark on their product packaging, marketing materials, and more confirms that compliance.

For St. Lucie County homeowners, the “Certified Porcelain Tile” labeling on a box of tile certifies little of particular value.

Porcelain Tile Installation - That label insures only that the tile has been tested by the American Society for Testing and Materials (ASTM) and the tile has a water absorption rate of 0.5% or less. The label insures nothing more that that. As St. Lucie County’s temperature almost never gets below freezing, that certification is of no value for any tile installation done here, either indoors or outdoors.

Tile stores often claim a vast world of difference between standard, non-certified ceramic tile and “Certified Porcelain Tile” in order to justify higher prices for the perceived value that label provides. The truth is that porcelain and ceramic tile can have essentially the same characteristics.

Much of the confusion comes from that fact that there are two manufacturing processes used to produce ceramic tile. The newer of the two processes tends to produce ceramic tile with improved characteristics like density, durability and PEI ratings. The newer process is often referred to at the porcelain process. Such tile are often non-extruded; have less impurities than ceramic; are often rectified; and often contains more kaolin than ceramic. They are formed of quartz, clay, and feldspar that is fired at temperatures ranging from 1200-1800 degrees C.

Advantages of Ceramic Tile Flooring

Ceramic tile flooring can easily endure heavy foot traffic and maintain its color and beauty! It is used for many decorative and functional purposes and regarded as an ideal choice for flooring applications.

Non-certified ceramic tile can have the same characteristics when manufactured using either process. In essence, the “Certified Porcelain Tile” label is a healthy dose of marketing-speak and sales pitch. It’s a game of branding. ASTM certification relates to water absorption rate only. Don’t be fooled by this smoke and mirrors tactic. As certified porcelain products typically sell for 30 to 40% more than tile labeled as ceramic, chances are you can save substantially by considering non-certified ceramic tile. Do your homework. I bet you will be glad you did.