More and more products today feature words such as “eco”, “green”, “natural” or “sustainable” on their packaging. On the one hand, this reflects a positive shift in the market — environmental responsibility is becoming increasingly important. On the other hand, it makes it more difficult for consumers to understand what these claims actually mean.
How can you distinguish a marketing phrase from a genuinely verified environmental label?
What Is an Environmental Label?
Not all “green” symbols are the same. In international practice, environmental labels are divided into different types, and the differences between them are significant.
Type I Environmental Labels (ISO 14024)
These are independent, third-party verified labels. The criteria are established by public or accredited institutions, and products are assessed across their entire life cycle — from raw materials and production to use and packaging.
Well-known examples include:
- EU Ecolabel — European Union
- Nordic Swan — Scandinavian countries
- Blue Angel (Der Blaue Engel) — Germany
Such labels are most common in Europe, although similar principles are applied in other developed markets.
The EU Ecolabel belongs to this category. It is an official European Union environmental label. Products from KVADRO’s ECOIDEA range have been certified under this Type I (ISO 14024) scheme.
Type II Labels (ISO 14021)
These are self-declared environmental claims made by manufacturers. Packaging may include statements such as:
- “Eco”
- “Green”
- “Environmentally friendly”
- “Natural”
Such claims are not prohibited, but they must be substantiated and verifiable. They do not automatically mean that a product has been independently certified or assessed by a third party.
Type III Labels
Type III labels are based on quantified environmental data, such as Environmental Product Declarations (EPDs). These are more commonly used in professional and B2B contexts where detailed and comparable environmental data are required.
What Is Greenwashing?
Greenwashing occurs when a product’s or company’s environmental characteristics are presented in a misleading or exaggerated way.
This may include:
- broad claims without clear justification (“environmentally friendly” without explanation);
- highlighting one positive attribute while omitting other relevant aspects;
- incomplete or difficult-to-verify information.
For example, packaging may state that a product is “environmentally friendly” without specifying the criteria behind this claim. Or it may emphasise that a product “does not contain a specific substance” even though that substance is no longer commonly used in that product category.
In such cases, consumers may be left with the impression of a higher level of environmental responsibility than is actually supported by evidence. That is why it is important to look for concrete, verifiable information — not just general statements.
How to Evaluate Whether a Label Can Be Trusted
When choosing a product, it can be helpful to ask a few simple questions:
- Is the issuing body of the label clearly identified?
- Are the criteria publicly available?
- Is compliance assessed by an independent third party?
- Does the label include a licence number or other verifiable reference?
Clear answers to these questions usually indicate a more transparent and reliable approach.
A Manufacturer’s Perspective
As a manufacturer, we believe sustainability should not be reduced to a design element or a marketing phrase. It is a responsibility — both towards consumers and towards the environment.
Certification means documentation, testing, supervision and continuous compliance with defined criteria. In the long term, it is verification — not volume of claims — that builds trust.
Informed Choices Start with Information
The diversity of environmental labels is not a negative development — it reflects the evolution of the market. However, consumers have the right to understand the difference between a self-declared claim and an independently verified certification.
An informed choice begins with asking questions.
And transparency begins with clear, verifiable facts.