To achieve its objectives, FACE is focusing on:

• EU Affairs
• International & Multilateral Affairs
• EU Aluminium Industry Affairs
• Marketing & Communications
• Member Services

FACE has already marked several major milestones in each of these key areas.
Up until FACE was formed in May 1999, few people were aware of the negative effects of the 6% duty on the EU downstream aluminium industry. Even aluminium consumers themselves knew little, if anything, about the duty and its impact on their businesses.

That situation has changed dramatically, thanks almost exclusively to FACE's efforts in several key areas. Supported by 32 members from seven EU Member States, as well as two observer members from outside the EU, FACE has:

• Become the voice of the EU downstream industry
• Changed perceptions internationally 
• Generated an urgent tariff quota request 
• Set up a worldwide "coalition"
• Achieved international attention 
• Extended its activities 

FACE has quickly become the voice of independent EU aluminium transformers. It talks to national governments, EU institutions and multilateral organisations. This is the first time independent transformers have had a channel through which to voice their concerns.

FACE established an open dialogue, and was welcomed by national and EU officials as representative organisation "that was missing" in the decision-making process.

FACE has changed perceptions in international industrial and political circles. Face researched and developed a convincing case for the removal of the 6% duty based on the concerns of independent downstream aluminium companies in EU. It has generated strong support for the duty's removal. Because of FACE, national, EU and international officials, organisations and companies are changing their views on the 6% duty. 

After careful research and wide consultations, FACE generated the first ever tariff quota request for the urgent suspension of the EU 6% duty. In May the request of FACE was finally approved and the duty was reduced from 6% to 3% only on unalloyed primary aluminium.

FACE supports lobbying efforts by generating international attention through advertising, marketing communications, trade shows, conferences, and the development of this web site.

In addition to these significant milestones, FACE is extending activities into other important areas. It is actively recruiting new members to widen its scope and increase its power. It is also broadening member services, analysing the implications of international industry developments on the EU downstream industry, developing an action plan to promote aluminium products and working on tariff quota requests for magnesium and silicium.

The next efforts of FACE will be to obtain the complete elimination of the duty on unalloyed and alloyed primary aluminium as soon as possible.