Product Labeling Can Assist—or Mislead—the Environmentally Conscious Consumer
What Do ‘Green’ Labels Mean?
It is now common to see products with labels that indicate eco-friendly manufacturing or handling processes, such as “green,” “organic,” “sustainable,” “biodegradable,” etc.
Such “green” labels are designed to appeal to the responsible consumer hoping to minimize their impact on the environment. These “ecolabels”—which presume independent certification—may also enhance the perceived value of the products, and encourage a consumer’s willingness to pay more for a labeled product than one without a label.
But it can be challenging to navigate these labels. What do they mean? Are companies delivering on their eco-friendly promises, and do they live up to consumers’ expectations?
A 2020 European Union (EU) Commission study found that 53.3% of the environmental claims (80 out of 150) that were investigated in EU member states were vague, misleading, or unfounded, while 40% were unsubstantiated.
Frans Timmermans, executive vice president for the European Green Deal, a European Commission initiative to reduce greenhouse gas emissions, said: “Green claims are everywhere: ocean-friendly t-shirts, carbon-neutral bananas, bee-friendly juices, 100% CO2-compensated deliveries, and so on. Unfortunately, way too often these claims are made with no evidence and justification whatsoever. […] Many Europeans want to contribute to a more sustainable world through their purchases. They need to be able to trust the claims made.”
“Green claims are everywhere: ocean-friendly t-shirts, carbon-neutral bananas, bee-friendly juices, 100% CO2-compensated deliveries, and so on. Unfortunately, way too often these claims are made with no evidence and justification whatsoever.”
A. ‘Organic’ in Foods
According to the US Department of Agriculture (USDA), a product can be labeled “organic” if it fulfils certain criteria. For example, produce and grains must be produced using only natural fertilizers and pest control methods that do not harm the environment. For meat, dairy and eggs, animals must be well-treated, able to roam freely in the open air, and be free of growth hormones and antibiotics.
Organic packaged goods must not contain genetically modified organisms, must be traceable from farm to store, and must be free of artificial colors, flavors, and preservatives.
However, the USDA “organic” seal does not require 100% organic ingredients: Products made with 95% certified organic ingredients, by weight or fluid volume (excluding water and salt), can be labeled organic if the remaining 5% is organically produced under certain conditions.
However, the USDA “organic” seal does not require 100% organic ingredients: Products made with 95% certified organic ingredients, by weight or fluid volume (excluding water and salt), can be labeled organic if the remaining 5% is organically produced under certain conditions.
Other products can be labeled as “made with organic [components]” when at least 70% of their ingredients are organically produced, with the remaining 30% meeting “other production requirements.” If the organic content is under 70%, individual ingredients may be labeled “organic.”
B. ‘All-Natural’ in Foods
The term “natural” does not have a legal definition in European Union law or formal criteria in the US Food and Drug Administration (FDA). However, the US government claims that food marked “natural” should not contain any artificial or synthetic ingredients. The policy does not cover food production or processing or how a product is manufactured, nor does it outline how nutritious a food might be.
The USDA, which regulates poultry, meat, and egg products and is distinct from the FDA, defines a “natural” meat and poultry product as being minimally processed and containing no artificial ingredients or coloring agents. But it warns that just because a label says a product is natural, doesn’t mean it’s healthier, and consumers should study the nutritional facts label.
C. Terms Related to Carbon Emissions
Several green labels indicate eco-friendly carbon emission practices, including net zero, carbon-neutral, energy efficient, etc.
The United Nations defines “net zero” emissions as cutting carbon emissions to the point where residual amounts can be absorbed and stored through natural processes and other carbon dioxide removal measures. This ensures no net increase of carbon dioxide in the atmosphere, in alignment with goals of the Paris Agreement, negotiated at the UN Climate Change Conference (COP21) in 2015 and signed in 2016.
The term “carbon neutral,” as defined by the decarbonization platform provider Plan A, means that any CO2 released from an organization’s activities is offset by an equivalent amount being removed.
“Energy efficient,” according to the Environmental and Energy Study Institute, simply means using less energy than usual to carry out a task; in other words, it cuts energy waste.
“Carbon credits” are used by companies to receive allowances for the amount of CO2 emissions removed or prevented. Under an emissions trading system, one company can sell these allowances to another company to offset the buyer’s emissions, so the buyer can claim to be carbon neutral.
"Carbon credits" are used by companies to receive allowances for the amount of CO2 emissions removed or prevented. Under an emissions trading system, one company can sell these allowances to another company to offset the buyer’s emissions, so the buyer can claim to be carbon neutral. Companies also can improve energy efficiency by switching to renewable energy, as well as implementing “zero (net) deforestation” projects to reduce carbon emissions by protecting trees.
D. Terms Related to Material Composition and Disposal
According to the European Environment Agency, “biodegradable” is defined as something that is “capable of decomposing rapidly by microorganisms under natural conditions (aerobic and/or anaerobic).” “Most organic materials, such as food scraps and paper are biodegradable,” the agency said.
However, biodegradation can be based on industrial standards, such as in compost, soil, or sea water with set moisture, humidity, or pH conditions. Temperatures can also range from 20°C (68°F) to 58°C (136.4°F), far beyond the range that one would expect at home.
When looking for products that could biodegrade in one’s yard, those with the OK compost Home certification are a better bet, having undergone testing in a more applicable temperature range of 20°C (68°F) to 30°C (86°F) and a maximum biodegradation period of six months with at least 90% relative biodegradation.
“Bioplastics” are biodegradable material from renewable sources, which can reduce plastic waste by using natural polymers from agriculture or employing cellulose or potato or corn starch. [See The Earth & I, April 2024] They are used in agriculture, the textile industry, in medicine and for packaging, and are known as polyhydroxyalkanoates or PHAs. Research and development are also underway for algal-based bioplastics, which have identical properties as conventional plastics but are naturally biodegradable.
But only bioplastics from renewable biological sources are biodegradable (see ‘Planet vs. Plastics’—Prospects of Bioplastics, One Step at a Time for the Environment, The Earth & I). The term is sometimes misapplied to plastics made from fossil fuels, which are not biodegradable.
But only bioplastics from renewable biological sources are biodegradable. The term is sometimes misapplied to plastics made from fossil fuels, which are not biodegradable.
“Bio-based” material is, according to the European Commission, “wholly or partly derived from materials of biological origin (such as plants, animals, enzymes, and microorganisms, including bacteria, fungi, and yeast).” It is used in items such as detergents, paper, textiles, pulp, pesticides, and inks.
Fermentation and bio-catalysis are used to create bio-based products. They are more efficient than conventional methods, saving energy and water and cutting toxic waste. They also help cut CO2 levels because they are based on renewables, such as plants.
But something that is biodegradable is not the same as being compostable, which means the item should disintegrate within 90 days without harming the environment. A product labeled as biodegradable could take centuries to break down and could leave behind a variety of toxins. That means that products labeled biodegradable should usually be disposed of in the trash.
Steps Being Taken to Protect Consumers Around the World
Some companies are using green labels to make claims about their products that are misleading or untrue. For example, they might state that a product is compostable, when in fact it is not, or that something is energy efficient or net-zero without providing evidence. Fortunately, authorities are taking steps to make sure labels are accurate and trustworthy.
For example, they might state that a product is compostable, when in fact it is not, or that something is energy efficient or net-zero without providing evidence. Fortunately, authorities are taking steps to make sure labels are accurate and trustworthy.
A. USDA Regulation in the USA
A USDA spokesperson** said: “Organic is a vital part of the US food system. The organic food sector has been growing and expanding over several years because consumers value organic products. Any time an industry grows, and there are new financial opportunities, there are also opportunities for bad actors to mislead consumers by not following the rules. That could include trying to sell ingredients or animal feed as organic when it really isn’t.”
That’s why the department has introduced the Strengthening Organic Enforcement (SOE) rule. The spokesperson added: “This rule makes it harder to cheat the system because most businesses in the organic supply chain must be certified organic. […] This action allows us to oversee the supply chain more completely and act more quickly to keep fraud out of the market.”
Organic agriculture is regulated through the National Organic Program (NOP). The NOP has established organic equivalency arrangements with Canada, Japan, Korea, Switzerland, Taiwan, the UK, and the European Union, and there are recognition agreements with Israel and New Zealand.
B. ‘Eco-Labeling’ in Latin America and the Caribbean
An initiative covering Latin America and the Caribbean has been launched to establish the first eco-labeling program in the region. Products must meet specific criteria before they can be awarded the eco-label, so consumers can have confidence in how the product was manufactured.
C. ‘Ecolabel’ in the European Union
The European Commission also has a voluntary EU Ecolabel that is awarded to sustainably designed goods and services. It covers everything from cleaning material, electronics, clothing, and paper products to furniture, personal care, gardening products, and tourism and hotel services. Other proposals, such as the Green Claims Directive, also aim to protect consumers.
How to Find Consumer Information on ‘Green’ Label Products
There are steps that consumers can take to make sure labels are genuine. They include confirming an operation’s organic status by searching for it in the USDA organic INTEGRITY database and visiting the USDA’s customer-focused web page, which explains more about the organic label.
Look out also for the voluntary EU Ecolabel, which certifies the credentials of a European Union product. Staying informed is crucial – you can access information on sites such as those of the United Nations Environment Programme and the One Planet Network.
*Yasmin Prabhudas is a freelance journalist working mainly for non-profit organizations, labor unions, the education sector, and government agencies.
**Quotes supplied via USDA press office
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