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The EU Eco-label The EU Eco-label

Working Plan 2002-2004UNICE - UEAPME 24 June

2002

European Commission - DG ENVEuropean Commission - DG ENV

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European Eco-labelEuropean Eco-label

• European : 18 countries, public, extensive consultation

• Eco-label : multi-criteria, life-cycle based

• 3rd party certified : independent competent body

• Voluntary instrument

Products bearing the Flower have a better environmental performance

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Objectives / MeansObjectives / Means

• Reduce the environmental impact of products

• Promote sustainable consumption

Help consumers make informed choices: maintain or increase the market share of eco-labelled products, producers improve their products in order to qualify

Serve as a reference of environmental excellence : public and private procurement, product development, target for EMAS companies, energy rebates, fiscal measures, compliance with essential requirements, Type III and II labels, benchmarking, … (indirect benefits of the eco-label)

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2000

• 15 product group criteria established

• 37 companies

• 17 million articles bearing the flower

• 38 million euros sales value (ex-factory)

2001 (provisional)

• 19 product group criteria established

• 96 companies (150% increase in 18 months)

• 54 million articles bearing the flower

• 119 million euros sales value

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The Eco-label Working Plan The Eco-label Working Plan 2002-2004 2002-2004

Strategy for the development of the scheme

• Objectives for market penetration and environmental improvement

• List of Priority product groups

• Plans for cooperation and coordination with national labels (product group development and marketing)

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Objectives for Objectives for market penetrationmarket penetration

• 25% annual increase of value / number of eco-labelled items

• achieve minimum visibility in 2/3 of Member States by

2005

• more than 50 % consumers to recognise logo

• increase number of product groups (25-35 by 2007)

• develop qualitative and quantitative evaluations of direct

and indirect benefits

• target retailers, public procurement officers, ...

• ...

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Product group development Product group development marketing & promotionmarketing & promotion

by the Commission by the Commission • 15-20 product group Decisions per year

• targeted marketing actions

• information material

• help desk (ecolabel@cec.eu.int)

• website (http://europa.eu.int/ecolabel) (75,000 hits per month)

• 10 year anniversary event

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10th anniversary10th anniversarymarketing eventmarketing event

Provisional plan

• 400 participants (Commissioner, press, retailers, award holders, industry, NGOs, MS, …)

• Exhibition of eco-labelled products

• Presentation of diplomas by the Commissioner

• Press session with the Commissioner

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Successful marketing and promotion Successful marketing and promotion campaign in DENMARK 2001 campaign in DENMARK 2001

Joint action for Flower and Swan

In coordination with Danish textile industry

• 800,000 € (TV, brochures, press, …)

• Increase in knowledge of flower (up from 4% to 40% in the target

group)

• applicants up from 5 to 19

• reinforcement on-going

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Eco-Label Eco-Label Management Structures Management Structures

EC: policy, secretariat of EUEB, co-ordination, adopt criteria Decisions, marketing, ...

Regulatory Committee : criteria Decisions

EUEB (Competent Bodies, Interest groups) : draft criteria Decisions, management :

• policy

• marketing

• cooperation and coordination

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Policy management group Policy management group

• Develop and implement long term policy

• Integrate the eco-label in wider policy debates

• Develop synergies with type III labelling, EMAS and other types of labels and environmental product information

• Manage the resources and long-term financing

• Prepare the revision of the scheme (2005)

• ...

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Co-operation & Co-Co-operation & Co-ordinationordination

management group management group

• Co-ordinate product group development

• Develop joint marketing activities and information to consumers

• Examine possibilities of mutual recognition and mutual fee reductions

• ...

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Marketing Marketing management group management group

• Identify key target groups, define and implement strategy , develop marketing resources

• Exchange information about marketing actions, where eco-labelled products are sold, ...

• Initiate joint actions and joint promotional material

• Promote the use of eco-label criteria in public and corporate procurement

• Develop strategic partnerships with retailers

• ...

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19 Product Groups19 Product Groups Detergents (4)

Paper (2)

Paints, varnishes

Textiles, footwear

Appliances (3)

PCs, Portables, TVs, Lightbulbs

Soil improvers, growing media

Hard floor coverings

Mattresses, (furniture)

(Tourist accomodation)

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107 Companies 107 Companies (6/2002)(6/2002)

Textiles 38 Paints & varnishes 28 Soil improvers 7 Dishwashing detergents 6 Tissue paper 8 Bed mattresses 4 Footwear 4 Laundry detergents 3 Copying paper 2 Refrigerators 2 Hand dishwashing detergents 2 Hard surface / sanitary cleaners 1 Dishwashers 1 Personal computers 1 Light bulbs 1

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107 Companies 107 Companies (6/2002)(6/2002)

Denmark, France 22 Italy 20 Spain 13 Greece 9 Sweden 8 Portugal 3 Netherlands, Belgium,

Germany, UK 2 Ireland, Finland 1

Austria and Luxembourg 0

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Links with other policy areasLinks with other policy areas

• IPP (wider labelling, greening public procurement, ...)

• water quality (textiles, paper, detergents, …)

• air quality (paints, paper, textiles, …)

• consumer health and safety (textiles, detergents, …)

• climate change (appliances, paper, ...)

• waste (appliances, mattresses, soil improvers, paper ..)