1. Evaluation of the Implementation of the Ecolabel Regulation– Progress Update
European Union Ecolabelling Board - 18th June 2014
Chris Nuttall – Ricardo-AEA

2. Overview Project background Project website
Stakeholder engagement update
On-line survey
Face to face / telephone interviews
Desk research
Next steps

3. Supporting the Evaluation of the Implementation of the EU Ecolabel Regulation
Ricardo-AEA lead partner
IEFE
12 month project
Including project website
Stakeholder workshop in October

4. Supporting the Evaluation of the Implementation of the EU Ecolabel Regulation
Project Plan
Task 6: Stakeholder Consultation
Face-to-face interviews
Remote interviews (telephone)
Electronic questionnaire
Stakeholder event
Website
Task 6: Stakeholder Consultation
Face-to-face interviews
Remote interviews (telephone)
Electronic questionnaire
Stakeholder workshop
Website
What has happened so far
What will happen in the future

5. Project website

6. Supporting the Evaluation of the Implementation of the EU Ecolabel Regulation
Countries to target
Six countries, two from each band.
Class A: Denmark, Austria, Cyprus, France, Italy, The Netherlands, Sweden, Finland
Class B: Spain, Belgium, Slovenia, Malta, Czech Republic, Ireland, Portugal, Germany
Class C: Norway, Latvia, Hungary, United Kingdom, Estonia, Poland, Slovak Republic, Lithuania, Greece, Romania
But we welcome input from all countries

7. Supporting the Evaluation of the Implementation of the EU Ecolabel Regulation
Products to target
Article – Tissue paper
Consistent with country selection
Success story with relevant uptake
Some market and environmental data available
Mixture – Indoor paints and varnishes
Recent revision documents
Service – Tourist Accommodation
Televisions
Product group with low uptake

8. Supporting the Evaluation of the Implementation of the EU Ecolabel Regulation
Stakeholders to target
Competent bodies
Ministries
Consumer organisations
NGOs
Ecolabel licence holders
Non licence holders
Retailers
SMEs

9. On-Line Survey
Access through project website

10. On-line survey responses to date

11. Maximising the response rate
Questions are available in different languages

12. Maximising the response rate
EU Ecolabel website
Global Ecolabelling Network

13. Maximising Responses - How can you help?
Competent Bodies and Government Institutes have a wealth of experience with the European Ecolabel
This is your opportunity to provide feedback and influence future regulation
Please complete the survey!
Examples of how some Competent Bodies have assisted:
Publicise the survey in their own newsletters
Utilised their own contact lists to the survey link
Licence holders
Businesses / contacts that have expressed an interest in the ecolabel
Remember: Deadline: 21st July 2014

14. Face to face / telephone interviews
Focused on target countries and product groups
Happy to undertake telephone interview with other Competent Bodies / Ministries
Contacts for potential interviews are welcome e.g. retailers

15. Example feedback from interviews
Awareness:
Do not think that the Ecolabel helps with avoiding “green wash”, avoiding green- wash requires a supervisory authority and enforcement.
Undefined EU Ecolabel role in avoiding the marketing of products with misleading claims or un-certified labels;
The role of EU Ecolabel is a very strong instrument to avoiding misleading claims;
Consumers’ awareness of the Flower label is low
Urgent need of stronger communication across Europe on the Scheme
General low awareness of the EU Ecolabel in many product/service groups
EU Ecolabel contributes to raise consumers’ awareness about green products

16. Example feedback from interviews
Adoption:
Current levels of adoption are low – businesses won’t adopt it unless there is a business reason to do so.  Currently there isn’t.
Awareness of the Ecolabel is low in our country, and likely to remain so.  No plans to drive an advertising campaign.
Higher level of adoption in our country, completing all the reapplications within the set timeframes can be challenging
There is room for improvement in the performance of the EU Ecolabel in terms of adoption
Adopters say criteria are too stringent and the label difficult to communicate

17. Example feedback from interviews
Process:
Want to see more streamlined criteria requirements that focus on the key impacts, and demonstrate a realisable benefit.
Simplify the criteria, for example the tourism label has over 80 requirements
A pragmatic approach would be welcomed, that addresses the main impacts, and does not develop criteria for areas that are not a main concern or are even not relevant.
The EU Ecolabel is competing with national labels but there is room for harmonization

18. Example feedback from interviews
Environmental Impacts:
Believe the ecolabel has a positive effect in terms of product environmental impact
The EU Ecolabel is not having a significant impact in changing consumption patterns
Good EU Ecolabel performance over the time, mainly in terms of number of EU Ecolabelled products/services on the market and in terms of contribution to better environmental performance
Insufficient Ecolabel performance over the time, mainly in terms of number of EU Ecolabelled products/services on the market
Contribution to the improvement of the environmental performance
Most eco-labels have a positive effect on the environment, however there are difficulties associated with measuring this effect precisely, or disassociating it from the effects of other measures;
Ecolabel helps to identify those products which are environmental preferable over others - stringent environmental criteria

19. Example feedback from interviews
Added Value of the EU Ecolabel:
A guarantee of environmental and quality performance and potentially powerful marketing tool;
Better market positioning and contribution to environmental improvement of the performance;
The Ecolabel is a crucial instrument to facilitate sustainable purchasing decisions;
Many indirect benefits from EU Ecolabl adoption:
Better environmental performance;
Promotion of environmentally friendly consumption pattern;
Contribution to eco-innovation;
Increased Competitiveness
Data
The Competent Bodies / Ministries we have interviewed do not collect data on sales of ecolabelled products

20. Example feedback from interviews
Other:
Ecolabel is a good thing, support it, and want to see it grow.
Want the Ecolabel to benefit and drive business, businesses should see it as a tool they can use to drive their businesses. It should be self-funding.
General perception of existing synergies with other EU policies
Lacking awareness of synergies and/or conflicts between the EU Ecolabel and other product policies/ tools
The success of EU Ecolabel is closely tied to the broader strategy and political goals set for sustainable consumption;
Unclear if benefits overweight the costs of adoption;
Benefits from EU Ecolabel adoption overweighing costs

21. Desk research Key aspect of each task
Desk research will supplement the outputs from the survey/interviews to inform our research
Preliminary screening to identify relevant literature complete
Now getting into the detail for each task
Focused on this until the survey closes

22. Next Steps Please complete the survey – deadline is 20th July 2014
Workshop
Timetable
Date
Attendees
Data analysis
Ongoing desk research
Feel free to contact the project team:

23. Any Questions?

24. Chris Nuttall Ricardo-AEA Ltd The Gemini Building Fermi Avenue
Harwell, Didcot,
OX11 0QR
+44 (0)