Evaluating Eco-Labels

For help evaluating eco-labels, visit www.eco-labels.org, developed by Consumers Union, publishers of Consumer Reports. In the "Setting the Bar for Eco-labels" section, Project Director Urvashi Rangan lists the following criteria for measuring the credibility of eco-labels:

1. How meaningful is the label?
   
   
2. Does an organization verify that the label standards are met?
   
   
3. Is the meaning of the label consistent?
   
   
4. Are the label standards available?
   
   
5. Is information about the organization publicly available?
   
   
6. Is the organization behind the label free from conflict of interest?
   
   
7. Was the label developed with broad public and industry input?

Rangan walks through these criteria using common eco-labels as examples. His research shows that some labels already in widespread use have little substance. "Free range," for example, suggests animals living an unconfined life on open land. In reality, livestock can be labeled "free range" without ever stepping outside; they must simply have the option to go outdoors. One open doorway in a very crowded pen can meet the standard.

—E.L.