Even when the label is a valid one backed up by some data you need to ask the question who is behind the label. If there are vested interests there will always be a question of bias and motive

A label can be:

1. Private, developed by a commercial entity seeking to earn money. They are usually faster to develop (money talks), it is motivated by need to recruit paying participants and might not allow open competition for certification (although some do)
2. Semi-private, ie. Developed by an industry group with common interests.
3. 3rd Party, ie developed by an independent entity responding to a public issue. They usually are the most genuine and have the best technical aspects but they might be bureaucratic.

You may well be asking ‘Why does it have to be this complicated to choose the most sustainable product? Can’t I just look for a product with a green label?’

It’s not surprising people look for shortcuts to help them decide. After all few of us have the time to study every purchase we make. That’s why there are so many labels offering quick assurance about product sustainability credentials.

But when you look carefully at how some labels are administered, you realise that you cannot just rely on labels.

Some are too easy to obtain or focus on a narrow range of issues. Others lack independent certification or may even be administered by the manufacturers themselves. Many labels duplicate each other, confusing clients and obliging manufacturers to certify the same product several times. Unfortunately, some of the best marketed labels are the least robust.

To judge the value of a label it is important to understand who is behind it, how it is certified, what factors is covers and whether it conforms to recognised international standards.

You need to look behind the label.