Businesses underestimate consumer labels

Many Danish companies underestimate how extensive it is to obtain approval for consumer brands.

The number of products with the Nordic Ecolabel on the Danish market has increased by 60 percent in the past 10 years, according to a report from Ecolabelling Denmark. However, the work of applying for certification is complicated, and it is our experience that entrepreneurs in particular underestimate the process.

Ecolabelling Denmark's report shows that failure to renew licenses and marketing are among the most frequent violations of the Ecolabelling Act. This may be one of the reasons why four out of five Danes say it is difficult to navigate the forest of labels.

"Companies have a responsibility to ensure that brands are used correctly, including in marketing. This is made difficult by the fact that consumers often overinterpret brands. When brands are misinterpreted, regardless of whether it is due to conscious actions by companies or not, it is detrimental to consumers and can ultimately backfire on companies."

– John Thøgersen, professor of economic psychology at Aarhus University.

At Mediator, we are specialists in both Danish and international legislation, and we can help you with the entire application and certification process for consumer brands and ensure that you comply with all regulations in the future.