EC draws up comms brief for eco-labelling scheme

The European Commission is on the hunt for an agency to promote its environmentally friendly labelling system. The voluntary ‘eco-labelling’ scheme, which was introduced last year, is designed to encourage businesses to promote products and services that are kind to the environment. It is also hoped that consumers will by extension become more green-aware.

The Environment Directorate wants an agency to handle a pan-European campaign targeting consumers, businesses and retailers.

The brief is to raise awareness of the scheme, which is identified with a flower symbol.

The programme is part of a wider strategy to promote sustainable production and consumption in Europe. The flower symbol would typically be used by industries such as fishing, where there is particular environmental concern about the sustainability of stock.

It is also targeted at the manufacturing sector, where there is concern about the source of materials.
‘The label is awarded only to products with the lowest environmental impact in a product range,’ said an EC spokeswoman.

The three-year campaign, which is worth £100,000 each year, will involve communicating the requirements of the scheme to businesses and bolstering public confidence in it.

Environmental organisations, including Greenpeace, have already been consulted on the programme. Greenpeace, for instance, is helping to establish criteria for ‘certain’ product groups, according to the EC.

The brief also covers the maintenance and development of a related website.

The Environment Directorate is one of 36 in the commission.

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