Five ways the EU Ecolabel is a great deal for people and planet

For over 30 years, the EU Ecolabel has helped consumers, businesses and policymakers alike to go greener. Here are five reasons why the EU’s official sustainability label is a great deal for both people and the planet.

Sustainable lifestyles are on the rise: with more than three-quarters of Europeans (78%) agreeing that environmental issues have a direct effect on their daily life and their health, the demand for greener products is swelling. However, so is greenwashing: while 3 out of 4 products on the EU market carry an implicit or explicit green claim, more than half of these are vague, misleading or unfounded, making it harder for truly sustainable products to stand out, and for us to find them. Thankfully, consumers and businesses in the EU can rely on the EU Ecolabel. 

The EU Ecolabel is an EU-wide voluntary scheme that rewards non-food goods and services of environmental excellence. Since its launch in 1992, the label has helped consumers, procurers, producers, retailers and tourist accommodations make greener choices, while setting a benchmark for EU sustainability policies. 

The greenest products 

The EU Ecolabel certifies products that are among the top 10-20% greenest within their category. These products contain fewer and less hazardous chemicals, are designed to last longer, are easier to repair and recycle, and are manufactured in a way that saves energy and resources while generating less waste and emissions.  

As of September 2024, the scheme has grown to cover 98,977 goods and services. Its offering includes detergents and cleaning products, paper products, cosmetics, hygiene products, textiles, paints and varnishes, furniture, and electronics. Moreover, the EU Ecolabel certifies eco-friendly tourist accommodations, with a catalogue of around 800 hotels and campsites that strive to optimise waste management and reduce energy and water consumption, single-use plastic items and food waste.

Safer and healthier 

From the cosmetics we put on our skin and the clothes we wear, to the textiles, furniture and electronics in our homes and the detergents we use to clean them, many everyday products contain ingredients that can harm our health and the environment. 

EU Ecolabel products are safer, because they contain fewer harmful substances than standard products. For instance, they cannot contain chemicals that disrupt hormone and reproductive systems, including highly toxic and persistent ‘forever chemicals’ (PFAS). Moreover, allergenic substances, fragrances and preservatives harmful for the environment or human health are restricted, with the most problematic ones fully banned. 

Patrick ten Brinck, Secretary General of the European Environmental Bureau (EEB) told META: “For over three decades, the EU Ecolabel has set higher standards for product sustainability across the EU, and inspired producers to reduce the environmental impact of their products beyond legal requirements. It is a crucial tool in driving the transition to a circular economy and a toxic free environment, while increasing transparency for consumers.” 

Easy guidance for consumers 

A recent survey by the European Consumer Organisation (BEUC) shows that most consumers wish to reduce their environmental footprint but are frustrated by the confusing array of green labels and claims. Notably, 34% of respondents noticed greenwashing at least once in the previous year, while only 3% felt confident to always distinguish between false and genuine green claims.

Three out of four respondents believe green claims and labels should only be authorised if pre-approved or independently verified, and almost 70% said they trust public authorities and third-party organisations to take on that role. 

This is exactly how the EU Ecolabel operates: its scientific criteria are set by the European Commission and member states, in consultation with environmental and consumer protection groups like the EEB and BEUC. Compliance is verified by independent authorities in each member state. 

Augustín Reyna, Director General of BEUC said: “The EU Ecolabel has served consumers well as a label of sustainability excellence for more than 30 years. Consumers want to embrace more sustainable lifestyles by looking for greener goods and services. The EU Ecolabel plays a key role in helping them navigate a sea of greenwashing and find truly sustainable products.”  

Competitive advantage for pioneering companies 

Greenwashing not only harms consumers, but also businesses committed to sustainability, as it makes it harder for the companies that are truly trying to reduce their environmental and climate footprint to stand out.

The EU Ecolabel supports pioneering companies by offering a widely recognised seal of environmental excellence, helping to boost their green credentials. 

Many producers have already adopted the label. “The European Paper Industry was one of the first, since 1996, to believe in the EU Ecolabel scheme as a way to credibly communicate to consumers the sustainability of our products and processes”, said Anna Papagrigoraki, Sustainability Director of the Confederation of European Paper Industries (CEPI).

Aurel Ciobanu-Dordea, Director for Circular Economy at the European Commission’s Directorate-General for Environment, told META: “We are immensely proud that the EU Ecolabel, with nearly 100,000 products on the market, empowers consumers and businesses alike to contribute to the transition towards a sustainable, circular economy. It’s not just a label; it’s a catalyst for green innovation and competitiveness in the EU.”

The EU Ecolabel also simplifies compliance with EU sustainability policies: products awarded the label automatically comply with EU Ecodesign standards and greenwashing laws, with no need for further evidence. Once a product is certified in one country, the label is valid everywhere in the EU, making it easier for producers and retailers operating in multiple member states. 

COOPs across the EU have embraced the EU Ecolabel for all product categories covered by the scheme, and some of them have given birth to dedicated own brands of certified products” said Fabrizio Fabbri, Sustainability and Food Policy Manager at consumer cooperatives network Euro Coop. “By adding EU Ecolabel products to their shelves and marketing them in-store and online, European retailers not only encourage consumers to purchase and consume environmentally friendly products, but also seize new business opportunities. That’s a win-win-win for consumers, retailers and the environment.” 

Inspiring green policies 

On top of guiding consumers across store aisles, the EU Ecolabel has inspired a range of EU policies. Notably, it has influenced the development of new Ecodesign standards, provided justification for green claims under the directive that bans unfair commercial practices, and served as a proof of sustainability for several products under the EU taxonomy, which classifies environmentally sound economic activities.   

Besides, the label can be a benchmark for green public procurement across the EU, making it easier for procurers to find and select the most eco-friendly options through its catalogue. Procurers that require the EU Ecolabel certification or an equivalent label save time on formulating and verifying award criteria. To support them, the European Commission provides a series of manuals showing how to apply voluntary green public procurement criteria in public tenders for different type of products and services.

In light of these advantages, the EEB and BEUC have been raising awareness about the scheme. Speaking on behalf of both organisations, Miriam Thiemann told META:

“We encourage consumers to look for the EU Ecolabel when shopping, for producers and retailers to certify and offer more eco-friendly products, and for public procurers to use the EU Ecolabel in green public procurement. We also urge policymakers to strengthen the EU Ecolabel in the years ahead, by dedicating more resources to its development and integration into future policies.”