Background
Purpose
This directory brings together information about ecolabels that are used to convey the sustainability attributes (both environmental and social) of products, organisations and activities. It is designed to inform consumers, producers, suppliers, procurement agencies and supply chain organisations in New Zealand, and those trading with New Zealand.
It was developed by the Ministry of Economic Development and Ministry for the Environment, to provide information that can be used to:
- understand specific ecolabels and other sustainability claims associated with products.
- select an appropriate ecolabel for a product, service or company
- specify a performance standard for contracts and "invitations to tender" to support sustainable procurement
The website includes guidelines on the attributes of reliable and meaningful ecolabels. Users are encouraged to use these guidelines in making decisions on which ecolabels or tools best suit their purpose.
Origin of this Directory
This directory was first released by the Ministry of Economic Development in June 2008, as part of the New Zealand government's Eco-Verification Initiative website. The directory was developed in order to help address the growing confusion arising from the proliferation of environmental claims.
Limitations
Listing in the directory does not imply endorsement or approval of the ecolabel.
The Crown accepts no responsibility or liability whatsoever whether in contract, tort (including negligence), equity or otherwise for any action taken in reliance on the information in this website.
Reasonable steps have been taken to ensure the information is correct, and "owners" have been invited to authorise the text and logos used in this directory. This directory is not a definitive source of information about specific ecolabels, and users are encouraged to use the links provided to access host websites for further information.
Information about ecolabels and other indicators has been categorised for consistency and comparability. However, the categories are broad and may not capture specific or unique information about ecolabels.
Where an owner or user of an ecolabel feels that the information provided in this directory is in any way inaccurate, they are invited to send us an email.
What is an Ecolabel?
An ecolabel is a seal or logo awarded by a third party to indicate that a product, service or company has met a set of environmental and/or social standards.
Ecolabels have been developed by a wide range of groups interested in environmental and sustainability performance, and/or demonstrating this performance to others. These include government bodies, international trading blocs, large corporations, sector interest groups, programme managers, procurement groups, consumer groups and other non-governmental organisations.
Every product group or industry sector has a wide range of sustainability issues and impacts, from resource extraction and manufacture through to use and disposal. In addition, issues vary between product groups and sectors. Many ecolabels focus on product performance for one life-cycle aspect (e.g. energy efficiency in use, sustainable harvest or fair trade). Others attempt to cover the most important and measurable impacts over the whole product life-cycle (e.g. 'Type I' and 'Type III' ecolabels). This directory also includes management systems, which provide a framework for managing a company's sustainability performance (e.g. ISO 14001).
Why Use Ecolabels?
Organisations use ecolabels for a number of purposes, including market access, product differentiation, specifying minimum performance standards, general promotion or a public statement of organisational ethics.
Ecolabels and rating tools are most often used by buyers to simplify the identification of companies, products or services that offer genuine improvements in environmental and/or social sustainability. The assessment of environmental and social sustainability is complex, and the ordinary household consumer or procurement professional does not have the time or expertise to make this judgement.
All products and services require natural resources and human labour in their creation, and have environmental and social implications in their manufacture, delivery, use, and end-of-life treatment. Most of the environmental and social impacts occur out of sight of the consumer, up the supply chain and down the disposal chain. Only by making these impacts visible and having tools to reliably compare options in terms of these impacts, can customers be empowered to make choices that reduce the life-cycle impacts of the goods they use.
Types of Sustainability Labels and Claims
There are many types of ecolabel. The categories of ecolabel found in this directory include:
- Compliance claims (e.g. CFC free)
- Conformance claims (e.g. ISO 14001 certified)
- Management system certifications (e.g. EMAS)
- Performance improvement frameworks (e.g. Enviro-Mark)
- Reporting frameworks (e.g. Global Reporting Initiative standards for triple bottom line reporting)
- Sector standards (e.g. Responsible Care)
- Supply chain standards (e.g. those used by major corporations or buying consortia)
- Product rating guides (e.g. Electronic Product Environmental Assessment Tool)
- Vendor listings (e.g. GreenBuild)
- Performance awards (e.g. Green Ribbon)
- Self-claims not connected to standards or auditors (e.g. clean and green)
What Makes a Good Ecolabel?
The best ecolabels are those which are based upon reputable, relevant and publicly available standards, where holders are subject to regular conformance assessment by an independent auditor.
Buyers and suppliers who wish to focus on particular issues will look for single-issue ecolabels. Those who wish to focus on the most sustainable options overall will look for ecolabels that take a full life-cycle approach, or use a range of single-issue ecolabels.
The Global Ecolabeling Network (GEN)
The Global Ecolabeling Network is an association primarily comprising "Type I" ecolabels. Currently there are 25 member governments, covering 59 product categories. GEN has a voluntary mutual recognition process (GENICES) which allows products bearing one ecolabel to be acknowledged as satisfying the requirements of another GEN signatory.
Regulatory Requirements
In New Zealand, the "claims" implicit in ecolabels are controlled by a number of regulatory instruments, the most significant of which are listed below.
The Contractual Remedies Act 1979 provides for damages and cancellation where a person has been induced to enter into a contract by a misrepresentation. Common Law action may also be available where claims are intended to deceive.
The Fair Trading Act 1986 prohibits misleading or deceptive conduct, and false or misleading representations about traded goods or services. This Act is enforced by the Commerce Commission.
On 4 December 2008 the Commerce Commission released guidelines to businesses that make environmental, or ‘green’, claims in their marketing. The Fair Trading Act - Guidelines for Green Marketing are intended to educate businesses about avoiding making misleading or untrue claims about their products or services under the Fair Trading Act.
The Food Act 1981 makes it an offence to make certain false or misleading claims on food packaging, including about the nature, suitability or quality of the food. This Act is enforced by the NZ Food Safety Authority.
The Consumer Guarantees Act 1993 provides that where goods are supplied by description to a consumer, there is a guarantee that the goods correspond with the description. The Sale of Goods Act 1908 also requires that goods sold should correspond with their description. These Acts are administered by the Ministry of Consumer Affairs.
The Securities Act 1978 prohibits false or misleading information in offer documents and advertising for securities such as stocks, shares, unit trusts and superannuation funds. This Act is enforced by the Securities Commission.
The Advertising Standards Authority is a self-regulation body for advertising in all media in New Zealand (including the internet). The ASA Codes of Practice prohibit false, misleading or deceptive advertising and require a level of social responsibility. The Advertising Standards Authority has a Code for Environmental Claims which requires that generalised claims must consider the whole life-cycle (of a product and its packaging); qualified claims (e.g. environmentally safer) can be demonstrated in comparison to a competitor; and that all claims can be substantiated, meet regulatory requirements and explain the nature of the benefit.
Other countries, trading blocs and sector groups may also have provisions regarding ecolabel claims.
Back to Top