Private initiatives of voluntary certification standards appear to be an attractive alternative to top-down approaches in the field of ICH and development. Over the last 50 years, many different Indigenous communities have attempted to use certification trade marks to promote their authentic cultural products, while at the same time marginalising those that are not. These different schemes have had varying success, but arguably none have been as visually unsuccessful as the government-funded Australian system, which collapsed within two years of its inception. On the other side of the scale, the Fairtrade Label is considered to be an international triumphant success. This paper assesses why the Australian Authenticity Label system failed, as compared to the success of the Fairtrade Label, and how these conclusions can be used for existing and future endeavours. It further discusses whether such a voluntary certification system would be compliant with WIPO and WTO law and policy. It concludes by looking towards the future and the possibility of the Fairtrade Label being extended to meet the interests of Indigenous communities.