Wal-Mart has signed up to a new program that is designed to persuade the FMCG industry to self-regulate, eliminating dangerous substances from consumer products, according to a report published by Bloomberg.

The Chemical Footprint Project scores companies on their products’ chemical content, using a similar methodology to that employed by carbon footprint ratings. Companies complete a 20-question survey on their policies regarding toxic substances to receive a score out of 100.

“We ultimately want to build trust in Wal-Mart’s brand,” Zach Freeze, Director of Strategic Initiatives – Sustainability at Walmart told Bloomberg.

Some 25 companies have joined the initiative to dare, including Johnson & Johnson and BeautyCounter.