As in all fields of sample analysis, reference materials play a large role in supporting measurements in the geosciences. While a rather large number of materials are in distribution (> 380), not all are equally effective or fit‐for‐purpose in supporting laboratory data quality and thereby assuring the desired comparability of measurements between laboratories. Equally important, reference values that are not fit‐for‐purpose cannot be used effectively to establish traceability links between laboratory measurements and national and international standards. The needed fitness‐for‐purpose is not achieved for reference values either when more than one reference value has been proposed and a consensus does not exist among users as to which should be used by all, or when reference value uncertainties are too large in comparison to those of routine laboratory measurements. The focus of this review will be, first to outline the current reality, and second to suggest ways in which certifications of RMs can be improved to provide reference values that are universally accepted and more fit‐for‐purpose in general laboratory use. The discussion will be illustrated largely by current uses of USGS BCR‐1, NIST SRM 610 and IAEA NBS28, as these three materials are those for which the largest body of newly published data exists, according to recent bibliographies of the geoanalytical literature published annually in Geostandards Newsletter: The Journal of Geostandards and Geoanalysis.