The EU Ecolabel for Cleaners

1. The EU Ecolabel for Cleaners Riga, 7 June 2011 Andreas Scherlofsky

2. OVERVIEW • Statistics • Criteria • Marketing • Application

3. LD Consumption of laundry detergents Consumption of laundry detergents in EU in 2008 estimated at 4,000,000 tonnes/year 14,243 million Euro (almost 50% of total soap, detergent and maintenance industry1) regional differences of the approx. average consumption 4-5 kg/p/y in northern Scandinavia2 8 kg/p/y in Germany3 12-13 kg/p/y in Southern Europe4 Decrease in Northern Europe (in tonnes) due to the use of compact and super-compact powders 1 AISE 2008 2 Nordic Ecolabelling 2008, CSTEE 2003 3 Umweltsbundesamt 2008 4 Dansk Kemi 2005, CSTEE 2003 )

4. EU Ecolabel product groups in the field of cleaning • All purpose and sanitary cleaners • Dishwashing detergents (machine) • Hand dishwashing detergents • Laundry detergents • Soaps and shampoos • (Tissue paper) • In the pipeline: Laundry detergents and detergents for diswashers (professionaluse)

5. First Information Consumer brochures (kitchen, cleaning up) Fact sheets (by product group)

6. Products by product group

7. Development by PG Number of licences by cleaner's product groups until 31/3/2011 339

8. Cleaners by country

9. Criteria

10. The Flower Guarantees • Reduction/prevention of risks for environment & health (hazardous substances) • Limited use of substances harmful to the aquatic environment • Increased biodegradability • Reduction of packaging waste • Consumer information

11. The multi-criteria approach From cradle to grave; LCA = Life Cycle Assessment

12. Criteria for Cleaning products Limitation of quantity of detergents Washing performance Safety & ingredients Limitation of the use of substances harmful for aquatic environment Waste reduction, packaging, recycling Consumer information

13. Safety of product • Limitations of VOCs • No use of substances with specific risk phrases (R50-53, etc.) or classified as "corrosive", "harmful" • Requirements regarding fragrances, enzymes, preservatives, additives etc.

14. Washing performance .. satisfactory performance according to the standard tests specified

15. Limitation of the use of substances harmful for the aquatic environment • Critical Dilution Volume (CDV) • Biodegradability of organics • Excluded or limited substances or mixtures • etc.

16. Waste redution • .. Plastics marked according to Directive 94/62/EC • Refills • Recycled packaging labelled in conformity with ISO 14021 • Limits for primary packaging max. 3,7g/wash for tables, etc. (LD) • Cardboard packaging: 80% recycled at least (LD)

17. Consumer Information • Usage recommendation (dosage, temperature, ..) • Safety advice ("keep away from children, do not mix different cleaners, do not inhale ..") • Contacts for further information • On the Ecolabel: "This product helps to reduce water pollution and resource consumption" (LD)

18. Examples for best practicein Marketing

19. Licence holders showing their Ecolabel • On product and packaging

20. e.g. Werner & Mertz • Sustainability report • Recycling initiative • Green certificates • dialogue

21. Influencing factors • Continuously awareness raising by private and corporate consumers • Green Public Procurement includes more Ecolabel criteria in tenders • Turn over increases constantly

22. Company activities • Initiative was taken by product development in 2002 • First application in close co-operation with CB • Ingredients and contents to be updated continuously • Tests to be performed in-house

23. EU Ecolabel Communication Award 2010 for the SANEX Campaign

24. Price considerations in GPP • Differences in cleaner prices have minimal impact on overall cleaning budget (92-97% of cleaning money for staff costs) • Nordic countries: developed green market > smaller prices! • Also reconsiderung der cleaning frequency can help saving costs Source: Commission study Study on costs/benefits of Green public procurement in Europe, Öko-Institut & ICLEI 2007, available at http://ec.europa.eu/environment/gpp/index_en.htm

25. Application steps

26. Application steps Who can apply? - Every company producing or selling products, or campsites or tourist accommodation services Step 1 – Set up Select your product group, check the criteria, contact your CB (necessary documents, forms & tests) Step 2 – Technical and marketing check Compliance with criteria, assessemnt of costs and benefits. Decide yes / later / not Step 3 – Build up your dossier Use the EU Ecolabel application checklist to manage your dossier. Product testing (ISO 17025 or equivalent certified laboratory, accepted by your Competent Body, required information to CB) Application approval: Assessment of ecological and performance criteria, ev. control visit of manufacturing facility by CB Step 4 – Awarding contract and use Use of the logo and green marketing, payment of fee, continuous compliance with criteria, test documentation, reporting of deviations to CB

27. Helpful documents • For application • Website overview of all documents • Decision (1 general + 1 per pg) • Business fact sheet (1 per pg) • Application pack (not for DD) • DID list list • Calculation scheme excel sheet (LD) • FAQs list (APC-CSF) • List of testing institutes (contact CB) • performance test (APC-CSF, HDD, LD) • Later on • Marketing Guide with checklist • manual for logo use

28. Links

29. Available information in all EU languages on the EEL website Brochures for consumers Newsletters For producers: basic info and application tools • Applicationpacks • List of certifying institutes and labs • DID list • Test sheets • ... Business fact sheets By product group Criteria(1 general + for each product group) • EU Ecolabel in general • „Cleaning up“ (cleaners only) • "In the kitchen“ (also tissue paper and cleaning appliances) • Flower news • Online news alert GPP GPP flyer, website and tool-kit

30. Where to get the information EEL catalogue with all products, hotels and camping sites EU Eco-label website of the European Commission http://www.eco-label.com/ http://europa.eu.int/comm/environment/ecolabel National eco-label websites with EEL information Ecoporio

31. ? Agreement for detergent sector in Belgium Innovative agreement for the Detergent sector in BelgiumThe EU Ecolabel in Belgium may be at an important stage of its development. On 6 April 2011, the DETIC, the leading Belgian and Luxembourgian association of detergent manufacturers and distributors, signed with Paul Magnette, Belgian Minister of Climate and Energy, andaconsumerassociationand representatives of the business sector, a sectoral agreement which aims at increasing the share of environmentally friendly detergents on the Belgian market. The deal guarantees that, in the future, the market will be more respectful of the environment.Butthisambitious agreement is setting higher targets. The shareofenvironmentallyfriendly detergents on the Belgian market is expected to exceed 60% by 2019. In 2008, EU ecolabelled laundry and householdmaintenanceproducts accounted for only 2% of the retailingoffer. According to statistics from the e- catalogue there are currently only 4 licences awarded by the Belgian CB for Detergents products sold in the Belgian market. With this agreement, the share of EU ecolabelled Detergent products should exceed 10% by 2019. Another positive impact is that these changes will encourage more and more companies to apply for the EU Ecolabel in the Detergents product categories.Withthisinitiative,theBelgian government is the first public authority in Europe to set up a legal mechanism aiming to directly shift the retailing offer. “We hope that these kinds of agreements will stimulate similar initiatives in Europe, and thereby reinforce the environmentallyfriendlyproducts market,” said Mr Magnette.Read more about this with the full press release.

32. Reasons for Applying • Guarantees a high level of transparency, reliability and scientific credibility • Increases the visibility of your product • Certifies your product is among the most environmentally-friendly in its class • Represents a growing international market with a logo recognised throughout Europe by millions of consumers • Supports you through marketing activities (CB, EC; e.g. European Ecolabel website and Green Store with thousands of hits per month)

33. Thank you for the attention Riga 7 June 2011