Promoting the label and publicity opportunities
Defra actively promotes the Ecolabel to businesses and consumers through publicity like the free
Shopper's Guide to Green Labels, which encourages consumers to look
for the Flower and other reliable green labels. We also aim to raise the profile of the Flower by
advertising in a range of publications for consumers, business and other interests,
and by promoting it at a range of events in the UK.
Defra works closely with industry on the label, informing and consulting relevant business organisations as each product group covered by the scheme is developed or revised, and tailoring our approach to the relevant product group and the level of interest in it.
Publicity opportunities
There are many opportunities to publicise your Flower. Some firms may want to use the label as a high-profile statement (perhaps as part of a broader company strategy of making a positive green declaration), with accompanying explanatory material. Others may prefer to use it in a less direct way (for example, for public procurement purposes, or only business to business communication, where the assurance of having the label may be more important to you than displaying it).
Our aim is to help companies to maximise the use of the label in their preferred
way, as explained in our Guide for Applicants.
But to get the most out of the label, products need to display it, and need to explain in the product advertising what the award means. The Ecolabel enhances companies’ own media advertising, but is not a substitute for this.
The marketing advantages depend very much on how you plan to use the Flower. It's essential to think about this aspect and discuss it with us before applying for the label, or before entering into commercial arrangements to market any Ecolabelled products.
Companies may use the Flower in advertisements as well as on products, and companies around Europe are coming up with similarly imaginative ways of using the logo.
Page last modified: 30 October 2006