Consumer Products: The European Ecolabel
Promoting the label and publicity opportunities
Promoting the label
Defra actively promotes the Ecolabel to businesses and consumers through publicity like the free Shopper's Guide to Green Labels, which encourages consumers to look for the Flower and other reliable green labels. We also aim to raise the profile of the Flower by advertising it (as illustrated) in a range of publications for consumers, business and other interests.
On a practical level we can provide explanatory material about individual criteria, as well as free Ecolabel posters and mouse mats - just call the Ecolabelling Competent Body if you would like one.
Defra works closely with industry on the label, informing and consulting relevant business organisations as each product group covered by the scheme is developed or revised, and tailoring our approach to the relevant product group and the level of interest in it. For example, in 2005 we developed a user-friendly UK application pack for the scheme's label for tourist accommodation, and promoted the label at green tourism events in Northern Ireland and Scotland.
Publicity opportunities
There are many opportunities to publicise your Flower. Some firms may want to use the label as a high-profile statement (perhaps as part of a broader company strategy of making a positive green declaration), with accompanying explanatory material. Others may prefer to use it in a less direct way (for example, for public procurement purposes, or only business to business communication, where the assurance of having the label may be more important to you than displaying it).
Our aim
is to help companies to maximise the use of the label in their preferred
way, as explained in our Guide for Applicants.
But to get the most out of the label, products need to display it, and need to explain in the product advertising what the award means. The Ecolabel enhances companies’ own media advertising, but is not a substitute for this.
The marketing advantages depend very much on how you plan to use the Flower. It's essential to think about this aspect and discuss it with us before applying for the label, or before entering into commercial arrangements to market products with an Ecolabel awarded to another party.
Companies may use the Flower in advertisements as well as on products, as shown in the photo, and companies around Europe are coming up with similarly imaginative ways of using the logo.
Defra is not responsible for the contents or reliability of the linked web sites and does not necessarily endorse the views expressed within them. Listing should not be taken as endorsement of any kind. We cannot guarantee that these links will work all of the time and we have no control over the availability of the linked pages.
Page last modified: 30 October 2006