energy labelling: how to use it for your benefit?...energy labelling for domestic appliances...

Energy labelling for domestic appliances

TRAINING PROGRAM FOR DOMESTIC APPLIANCESMANUFACTURERS, DEALERS

AND RETAILERS

Energy Labelling:How to use it

for your benefit?

Prepared as a part of the “CEECAP – Implementing EU Appliance Policy in Central and Eastern Europe” project.

Brožura AJ-mala-obalka 1.6.2006 12:17 Stránka 1

This report was produced as a part of the CEECAP project.

Edited by:Robert Angioletti, ADEME, France

The CEECAP project is coordinated by:SEVEn, The Energy Efficiency Center, Czech Republic

Project partners: SEVEn, The Energy Efficiency Center, Czech Republic, www.svn.czKAPE, The Polish National Energy Conservation Agency, Poland, www.kape.gov.plARCE, Romanian Agency for Energy Conservation, Romania, www.arceonline.roEnEffect, Center for Energy Efficiency, Bulgaria, www.eneffect.bgLEI, Lithuanian Energy Institute, Lithuania, www.lei.ltADEME, Agence de l’environment et de la matraise de l’energie, France, www.ademe.frA.E.A., Austrian Energy Agency, Austria, www.energyagency.atKlinckenberg Consultants, The Netherlands

Acknowledgement: The preparation of this module was only possible due to an active help and consultationswith the representatives of:

This project is co-funded by:

For further copies of this document and information about the CEECAP project pleasecontact: Mr. Juraj Krivošík, SEVEn, Czech Republic, e-mail: [email protected], The Energy Efficiency Center, Americka 17,120 00 Prague 2, Czech Republic

The Energy SavingTrust UK

International Energy Agency

SenterNovem, The Netherlands

European EnergyNetwork Labelling

and EcodesignWorking Group

members


Energy labelling for domestic appliances

TRAINING PROGRAM FOR DOMESTIC APPLIANCES

MANUFACTURERS, DEALERS AND RETAILERS

Energy Labelling:How to use it

for your benefit?

May 2006

Prepared as a part of the “CEECAP – Implementing EU Appliance Policy in Central and Eastern Europe” project.

Brožura AJ-mala-final-vnitrni 1.6.2006 10:09 Stránka 1

DisclaimerThe sole responsibility for the content of this Training Programme lies with the authors. It doesnot necessarily reflect the opinion of the European Communities. The European Commissionis not responsible for any use that may be made of the information contained therein.

While this document is believed to contain correct information, neither the participatingorganisations, nor the financial supporters makes any warranty, express or implied, or assumesany legal responsibility for the accuracy, completeness, or usefulness of any informationdisclosed.

2 Energy labelling for domestic appliances


CONTENT

1 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

2 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

3 Political and strategic aspects of EU energy policy . . . . . . . . . . . . . . . . . . . .93.1 Main stakes of EU energy policy: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93.2 Main EU energy Directives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93.3 The EU green paper on energy efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

4 Energy labelling for domestic appliances . . . . . . . . . . . . . . . . . . . . . . . . . .114.1 EU Acquis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114.1.1 Regulations – binding and directly applicable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114.1.2 Directives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114.1.3 Decisions – binding upon whom they are addressed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114.2 Negotiated Agreements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .124.3 Ongoing Process: Ecodesign of Energy-Using Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

5 What is the energy label? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14Box: The “A, A+ and Super A”-Theme . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

5.1 Impact of Energy Labelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .155.1.1 Principle Effectiveness of Standards and Labels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

6 Legal obligations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .176.1 National Government Officials and Experts: translate EU Directive in national Law,

fulfil national commitments and obligations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .176.2 Manufacturers, dealers and retailers: comply with energy labelling obligations . . . . . . . . . . . . .17

Legal obligations for Suppliers (Manufacturers) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17Legal obligations for Dealers (Retailers) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

6.2.1 Practical hints for working with the energy labels in shops . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

7 Manufacturers, dealers and retailers: why will you do this? . . . . . . . . . . . .207.1 Manufacturers, dealers and retailers’ main interests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207.2 Main barriers to be overcome by manufacturers and retailers . . . . . . . . . . . . . . . . . . . . . . . . .207.3 Consumers aims and main interests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217.4 General conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

8 How to do this? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248.1 How to do it simply? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248.1.1 The Definition and Importance of Communication Campaigns . . . . . . . . . . . . . . . . . . . . . . . .258.1.2 Establish Goals and Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .268.1.3 Select the Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .268.1.4 Develop and Test Messages – Keep it simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .278.1.5 Design the Communication Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .278.1.6 How to Prioritize Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .288.1.7 Timing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .298.1.8 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

9 ANNEX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .309.1 Important internet links: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .309.2 References and further reading: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Energy labelling for domestic appliances 3



1 Executive Summary

Energy labels: a marketing advantage andhow to use them to inform the customers

Appliance manufacturers and retailers play animportant role in the selection process of finalcustomers in several ways. But one influence oncustomer decisions, aside from choosing a parti-cular brand in a particular shop, is the energyconsumption of the appliance during its lifetime.This will affect both the customer’s future energybills, and the state of the environment throughthe associated emissions.

Helping the customers to choose an energy ef-ficient appliance will not only help them to lowertheir own expenditures on energy bills, but alsobenefit the environment. In addition it will helpyou to promote your brand and company! Pleaseread this brochure to find out how! It was desig-ned to explain the rules of energy labelling andthe related legislation and to provide appliancemanufacturers and retailers with suggestions onhow to use it for their own benefit.

Public polls show that energy efficiency isone of the main considerations for clientswhen choosing a new appliance. With themedia regularly commenting on increasingenergy prices this aspect can only gain in im-portance…

The energy label is a tool for simple mar-king of selected appliances commonly usedin households by their energy consumptioncharacteristics. But labels contain also otheruseful information, which help customers tomake purchasing choices. If you help themto find and understand this information, youwill get several benefits. Besides this placinglabels on appliances at the points of sale iscompulsory by law. An active informationpolicy will help you to: • Increase the turnover and income of the

company, • Increase the satisfaction of clients and

shops visitors, • Lower the number of queries and compla-

ins resulting from a lack of information, • Make a positive impact on the protection of

environment by promoting energy efficientappliances,

• Avoid any risk of negative rating from go-vernment officials controlling the fulfil-ment of the label legislation, and

• Gain a competitive advantage in using pro-per information above those not fulfillingthis legal obligation.

If you as an appliance manufacturer or retai-ler give substantial importance to informingclients about the energy aspects of the appli-ances, through labels and the related infor-mation, you can gain by: • differentiating yourselves from the compe-

titors, • increasing the quality of sales activities, • gaining a further aspect of a marketing pre-

sentation of the brand or shop, • increasing the number of potential clients.

Energy labels must be placed on appliancesat the point of sale with no regard to whichenergy class they belong to. But fulfilling thislegislative requirement may turn into a mar-keting advantage, if labels are further used insales promotion activities: • Competition advantage: placing labels

correctly and using the information conta-ined on it pro-actively may persuade thecustomers to make the right decision (bothin terms of what brand and in which shopto choose it…),

• Lowering energy bills and protecting theenvironment: helping the customers tochoose energy efficient appliances will fulfiltheir expectations and will give them a sen-se of achievement of something positive.

• Increase revenues: a satisfied customer islikely to return to the shop or select the same brand with his next purchase of anot-her appliance. Also, indirectly, lower billsfor energy by operating an efficient appli-ance will leave higher proportion of the fa-mily budget for further spending on goods.

• Increase customer satisfaction: by supply-ing the energy and other related informationto clients, you answer in advance their qu-estions and help them with the selection



process of the right appliance, brand andshop.

The customer, who buys an energy effici-ent appliance, will gain: • A guarantee of returnable investment, • Lower energy bills, • Often higher quality level of the product, • Positive feeling from helping to save the

environment. … it is good, if the customer gets this infor-mation and feeling from you…

The annual bill for operating the energy ef-ficient appliance may be significantly lower(naturally, depending in the form of its ope-ration) than of an average or an older one.Therefore the information on the annual e-nergy consumption of the appliance may becrucial for the client to make the final decisi-on. With the strong competition from otherbrands and shops, it is important that the cli-ent gets the information from you! But howto achieve it? • Make sure that all appliances sold are equ-

ipped with the energy labels in a visibleplace.

• Get to know the information contained onthe label and in the attached technical do-cumentation in more detail. It is good toknow more than just the energy class.Multiplying the expected annual electricityconsumption by actual energy prices maybe the right information for the client tomake a comparison between various appli-ances.

• Use the information from the label in ot-her forms of your communication withthe clients: catalogues, internet site, emailalerts, leaflets and posters, etc. Cataloguesand internet pages could even contain ashort independent section on explainingthe information on labels in more detail.

• Since the image of the energy label is oftenwidely known to the public, it is possible tolet the clients know that the specific brandor shop is fully utilising energy efficiencyfor the benefits of its clients and that cu-stomers will find all requested informationthere!



Energy is necessary for development and life.However, environmental constraints and lackof non-renewable energy sources reinforce economic and political stakes and encouragepolicy makers to design strategies which si-multaneously fulfil the needs of sustainabledevelopment and minimize environmentaldamage and the economic and social costs arising from energy supply and energy con-sumption.

The European Commission adopted a GreenPaper on Energy Efficiency outlining an ambi-tious programme with the objective to impro-ve cost-effective energy savings for Europe,equivalent to 20 % of the total EU’s current energy consumption. A significant part of thispotential lies in households and electricalappliances.

The energy demand in households accountsfor 25% of the final energy needs in the EU.Electricity used for domestic appliances inhouseholds show the sharpest increase.Higher standards of living and comfort, mul-tiple purchases of electric appliances and thegrowing need for air-conditioning are someof the main reasons for this trend to prevail.Household appliances use over 600 TWh ofelectricity. For example, some 20 power plantswith the installed capacity of 1000 MW arenecessary to secure the operation of the Euro-pean household’s refrigerators and freezers.Energy consumption by consumer electro-nics and news media as Internet is also stea-dily growing.

To face the main energy, environment andeconomic issues, two main policies are usedto act concerning energy consumption of do-mestic appliances:• Developing EU labelling schemes: The

aim is to increase consumer’s awareness onthe energy use of household appliancesthrough a reliable and clear labelling at the-ir sales points: washing machines, dishwas-her, oven, air-conditioning systems etc.

• Mandate Minimum Efficiency Require-ments: Compulsory minimum efficiencyrequirements which force producers of

household appliances to improve the pro-duct design in order to lower the energyconsumption during their operation.

But labels can also be used in the interest ofthe appliance manufacturers and retailers, forthe promotion of their most energy efficientproducts, and for enhancing the customer in-formation policy.

This brochure, written as a part of the CE-ECAP project, aims to present the EU energylabelling scheme for domestic appliances andto show it as a beneficial tool for manufactu-rers and retailers.

This paper is designed to give informationand support to manufacturers, dealers and re-tailers who will find an explanation on whattheir interests should be and what benefitsthere are in one of their customers using theEnergy Label.

The brochure will give information on themain topics related to Energy Labelling:• Political and strategic aspects of EU energy

policy,• Directives and legal obligation framework,• Why and how to do it?• Consumers perception and behaviour,• Practical information, for campaign desig-

ners, on how to promote energy efficientappliances.

Why were energy labels and energy efficien-cy standards introduced at all? Because theybring several benefits. When designed andimplemented well, their advantages are that: • They can produce very large energy sa-

vings; • They can be very cost effective and helpful

at limiting energy growth without limitingeconomic growth;

• They treat all manufacturers, distributorsand retailers equally;

• The resulting energy savings are generallyassured, comparatively simple to quantify,and readily verified.

• They require information supplied from amanageable number of manufacturers rat-

2 Introduction



her than asking the entire consuming pub-lic to seek for it;

One of the quoted statements on energy savingsachieved through energy labelling mentions theevaluation of the impact of the EU labelling

scheme on the sales-weighted average energy ef-ficiency of refrigeration appliances, which im-proved by 26% between 1992 and late 1999.Over one third of this change is attributable tolabelling.



The European Union, as a whole, has a lackof resources to cover its own energy con-sumption. The EU is therefore obliged to im-port fossil based energy from elsewhere. Evenwithout high and volatile oil prices, whichhave led to a downgrading of prospects of economic growth in Europe, there would bevery good reasons for the European Union tomake a strong push towards an ambitiousprogramme promoting energy efficiency im-provement.

3.1 Main stakes of EU energy policy

Three main stakes are driving EU energy po-licy:

Increase competitiveness:Although Europe has already made remar-kable progress in energy efficiency equip-ment and services, considerable investmentsare still needed to harness the potential ofcost-effective energy savings. This means thecreation of many new high quality jobs inEurope, better living conditions for EU citi-zens and competitiveness improvement. Anaverage EU household could save between7200 and 71.000 per year in a cost effectivemanner, depending on its total energy con-sumption.

Develop environmental protection and re-ach EU’s KYOTO commitments: The majority of green house gas emissions re-sult from energy use. Therefore energy effici-ency is the major way to reduce green housegas emissions to meet Kyoto commitmentsand further stakes to avoid world temperatu-re increase.

Improve security of supply: By 2030, on the basis of the present trends,the EU will be 90 % dependent on importsfor its requirements of oil and 80 % depen-dent regarding natural gas. Making a real effort to reduce energy demand would repre-

sent a major contribution to promote securi-ty of supply for the EU.

3.2 Main EU energy Directives

Within the current context of global uncerta-inty, the crucial issues of security of supply,green house gas emission impacts and energyprices consequences on European growth,must be addressed with a strong energy policy.

In the last 10 years, not less than 8 mainDirectives related to the energy field have been discussed and adopted by EU MemberStates, influencing both energy supply and energy demand:• Energy labelling for domestic appliances

(92/75/EEC): The objective of this Directive,which is presented in more detail in thisbrochure, is to enable the harmonization ofnational measures on the publication, par-ticularly by means of labelling and of pro-duct information, of information on theconsumption of energy and of other essen-tial resources, and additional informationconcerning certain types of household app-liances, thereby allowing consumers tochoose more energy-efficient appliances.This Directive shall apply to the followingtypes of household appliances, even wherethese are sold for non-household uses: ref-rigerators, freezers and their combinations,washing machines, driers and their combi-nations, dishwashers, ovens, water heatersand hot-water storage appliances, lightingsources, air-conditioning appliances.

• Ecodesign (2005/32/EC): This Directivecreates a comprehensive and coherent le-gislative framework for addressing ecode-sign requirements with the aim to ensurethe free movement of energy-using pro-ducts within the EU, improve the overallenvironmental performance of these pro-ducts and thereby protect the environ-ment, contribute to the security of energysupply and enhance the competitiveness ofthe EU economy, preserve the interests ofboth industry and consumers.

3 Political and strategic aspects of EU energy policy



• Common rules for the internal electrici-ty (96/92/EC) and natural gas (98/30/EC)markets: These two Directives establishcommon rules for the generation, transmis-sion and distribution of electricity and na-tural gas.

• Promotion of electricity produced fromrenewable energy sources (2001/77/EC):Its purpose is to promote an increase in thecontribution of renewable energy sourcesto electricity production and to create a basis for a future Community frameworkthereof.

• Combined heat and power (2004/91/EC):This Directive aims to increase energy effi-ciency and improve security of supply bycreating a framework for promotion anddevelopment of high efficiency cogenerati-on of heat and power.

• Energy efficiency in buildings (2002/91/EC): Its purpose is to promote the improve-ment of the energy performance of buil-dings within the Community, taking intoaccount outdoor climatic and local conditi-ons, as well as indoor climate requirementsand cost-effectiveness.

• Promotion of end-use efficiency and ener-gy services (2006/32/EC): The prime ob-jective of this directive is to ensure more efficient end use of energy supporting andaccelerating the development of a smoothfunctioning, commercially viable and com-petitive market for cost-effective energy ef-ficiency measures.

3.3 The EU green paper on energy efficiency

With the price of energy increasing and secu-rity of supply being a long term crisis, theEuropean Commission has launched a generaldebate to identify the best ways to improveEuropean energy efficiency in the year 2005by publishing “The Green Paper on EnergyEfficiency: Do more with less” in which it pro-poses to joint Member States efforts to definea common EU energy policy.

This Green Paper seeks to identify the bott-lenecks presently preventing cost-effective efficiencies from being captured – lack of ap-propriate incentives, lack of information,lack of available financing mechanisms for example. It then seeks to identify optionshow these bottlenecks can be overcome, sug-gesting a number of key actions that mightbe taken. Examples include:• Establishing Annual Energy Efficiency

Action Plans at national level. Such plansmight identify measures to be taken at na-tional, regional and local level and subse-quently monitor their success both interms of improving energy efficiency andcost-effectiveness;

• Giving citizens better information, for exam-ple through better targeted publicity cam-paigns and improved product labelling;

• Improving taxation, to ensure that the pol-luter really pays, without however increa-sing overall tax levels;

• Using public procurement to “kick-start”new energy efficient technologies, such asmore energy efficient cars and IT equip-ment;

• Using new or improved financing instru-ments, both at Community and nationallevel, to give incentives, but not aid, toboth companies and householders to intro-duce cost-effective improvements.

As a first conclusion from the appliance’s or-ganisations point of view, regular increase ofenergy prices and the attention given to en-vironmental problems by both individualsand the official institutions gives higher pri-ority to energy efficient appliances by bothmain consumer groups – the household andinstitutional buyers. So, the utilisation of energy savings potentials and its proper promotion by marketing and information instruments, like for example the energy la-bels, can help appliance manufacturers andretailers in their work. This evolution seemsto be a very good opportunity to transformthe appliance’s market and should be antici-pated by all stake-holders.


Policy Development in the European Union– appliances energy efficiency Directivesand commitments

The present position of Central andEastern European Countries (CEECs) – NewMember States of the European Union orcountries that are currently preparing EUAccession – provides the driving force forharmonisation of product related legislationon a national level with the EU internal mar-ket regulations and policies. The EU policyframework in the area of appliance energy ef-ficiency is implemented by a combination oftwo elements: the EU Acquis and NegotiatedAgreements.

4.1 EU Acquis

From the viewpoint of CEECs, major attenti-on is paid to the EU Acquis, which takes thefollowing forms:

4.1.1 Regulations – binding and directly applicableRegulations, which are binding and directlyapplicable in all Member States from the dateof their coming into force. In the area of app-liance energy efficiency, this refers to theRegulation (EC) No 2422/2001 of the Euro-pean Parliament and of the Council on aCommunity energy efficiency labelling pro-gramme for office equipment.

4.1.2 DirectivesDirectives which are binding as to the resultto be achieved but leave the national admi-nistrations to decide on the method of achi-eving that result. Member States are requiredto make the necessary changes in their lawsand administrative arrangements to complywith the requirements of the directive by thedate specified in it. With reference to the purpose of the respective directives, the mainareas need to be distinguished:

Energy Labelling: This area is based on a framework directive(92/75/EEC), which provides a legal basisfor energy labelling of household applian-ces, requiring the manufacturers to supplyand the retailers to attach an energy per-formance indicating label to applianceswhen displayed for sale. Its implementingdirectives provide a description of what theindication should be for a specific appliance,given an energy consumption measured according to a European test standard.

• Directive 92/75/EEC on energy labellingfor appliances and implementing measurescovers:

– Refrigerators, freezers and combinations– Washing machines– Tumble driers– Dishwashers– Lamps– Ovens– Domestic air conditioners

4.1.3 Decisions – binding upon whom they are addressedDecisions, which are binding upon whomthey are addressed. They may be addressed toMember States, but are usually addressed toparticular undertakings or individuals as, forexample, Commission Decision 2003/367/ECon the coordination of energy efficient la-belling programs for office equipment betwe-en the EU and the US (Energy Star, which isa labelling programme that manufacturerscan voluntarily participate in), which direct-ly affects all EU-based companies, though theEnergy Star mark is to be implemented by na-tional administration.

The implementation of EU Acquis is de-pendent on national administrations for itstransposition into national law. The EuropeanCommission, which is responsible for over-seeing the application of EU law in theMember States and across the EU generally,scrutinises steps taken by each of the natio-nal administrations. The non-compliance





can lead to sanctioning measures, either aga-inst the individual free-riding companies, oragainst the responsible Member State(s). Forthis reason, it is of high importance that theAcquis reflects the national circumstancesres. priorities.

4.2 Negotiated Agreements

The second element of EU policy in the areaof appliance energy efficiency present theNegotiated Agreements, which are based onnegotiations between the European Commis-sion and appliance manufacturers or their as-sociations, who agree to increase the energyefficiency of their products in return for notadopting mandatory legislation. The pay-offfor the manufacturers, besides gaining a po-tential competitive advantage in terms ofcorporate image improvements, is the factthat the voluntary effort can be implementedto their preference, leaving upon them to de-cide how and when to achieve the objectiveof the agreement, which allows them to mi-nimize the cost of the measure. Up to now,the European Commission concluded thefollowing Negotiated Agreements:• Washing Machines (agreed on 24. 7. 1997;

applicable from 22.10.1997 to 31.12.2001)followed by 2nd CECED Unilateral Com-mitment on reducing energy consumptionof domestic washing machines (2002-2008) (agreed 31.10. 2001)

• Dishwashers (agreed on 19.9. 2000)• Domestic Electric Storage Water Heaters

(DESWHs) (agreed on 19.9.2000)• TV and VCR reduction of standby power

consumption (agreed on 30. 4. 1997), su-per-seeded by the Industry Self-Commit-ment to Improve the Energy Performance ofHouse-hold Consumer Electronic ProductsSold in the European Union (in force from1.7. 2003)

• Electric motors (agreed on 15. 6. 2000)• Voluntary commitment on reducing ener-

gy consumption of household refrigera-tors, freezers and their combinations(2002-2010) (agreed 31.10. 2002)

• Code of Conduct on Energy Efficiency ofDigital TV Service Systems (version 2; 26.5.2004)

• Code of Conduct on Efficiency of ExternalPower Supplies (version 2; 25.3.2004)

It can be assumed that the some CEECs willprofile themselves as production marketsdue to the expected shift of appliance ma-nufacturers. This will of course increase thesignificance of the involvement of nationaladministrations in the formulation of nego-tiated agreements.

4.3 Ongoing Process: Ecodesign of Energy-Using Products

Apart from the user's behaviour, there are twocomplementary ways of reducing the energyconsumed by products: labelling to raise awa-reness of consumers on the real energy use inorder to influence their buying decisions(such as labelling schemes for domestic appli-ances), and energy efficiency requirementsimposed to products from the early stage onthe design phase.

The production, distribution, use and end-of-life management of energy-using products(EuPs) is associated with a considerablenumber of important impacts on the environ-ment, namely the consequences of energyconsumption, consumption of other materi-als/resources, waste generation and release ofhazardous substances to the environment. Itis estimated that over 80% of all product-re-lated environmental impacts are determinedduring the design phase of a product. Againstthis background, Ecodesign aims to improvethe environmental performance of productsthroughout the life-cycle by systematic inte-gration of environmental aspects at a very early stage in the product design.

The Council of the European Union andthe European Parliament therefore adopted aDirective on establishing a framework for set-ting Ecodesign requirements (such as energyefficiency requirements) for all energy usingproducts in the residential, tertiary and indu-



strial sectors (Directive 2005/32/EC of theEuropean parliament and of the Council establishing a framework for the setting of ecodesign requirements for Energy UsingProducts). Coherent EU-wide rules for ecode-sign will ensure that disparities among natio-nal regulations do not become obstacles tointra-EU trade. The directive does not intro-duce directly binding requirements for speci-fic products, but does define conditions andcriteria for setting requirements regardingenvironmentally relevant product characte-ristics (such as energy consumption) and allows them to be improved quickly and effi-ciently. It will be followed by implementingmeasures which will establish the ecodesignrequirements. In principle, the Directive app-lies to all energy using products (except ve-hicles for transport) and covers all energysources.

The products for which currently (2006) animplementing measure is prepared are: Boilersand combi-boilers; personal computers (desktops& laptops) and computer monitors; imaging equipment: copiers, faxes, printers, scanners,multifunctional devices; consumer electronics: televisions, standby and off-mode losses of energyusing products; battery chargers and external power supplies; street lighting; residential roomconditioning appliances electric motors 1-150 kW,water pumps (commercial buildings, drinkingwater, food, agriculture), circulators in buildings,ventilation fans (nonresidential); commercial ref-rigerators and freezers, including chillers, displaycabinets and vending machines; domestic dish-washers and washing machines.

Efficiency Standards: The efficiency standards are now implemen-ting measures of the Ecodesign directive.The legislation in this area prohibit sales ofappliances, which fail to meet certain energyperformance limits. Such directives have be-en issued presently for refrigerators, freezersand their combinations (96/57/EC), boilers(92/42/EC) as well as ballasts for fluorescentlighting (2000/55/EC).

The directive 96/57/EC regulates that onlyrefrigerators and freezers can be placed onthe market, which energy consumption meetor fall below the specified limits on energy ef-ficiency requirements (please see thereforeTable 4.1). The compliance has to be provenby a CE marking on the appliance. Thereforemanufacturers of cold appliances are respon-sible for ensuring that each appliance placedon the market conforms with the directive’srequirements.

Energy ClassRefrigerators CFridge-freezers CUpright freezers CChest freezers E

Table 4.1: Minimum efficiency level for cold applian-ces



The labelling scheme is based on an “energyefficiency index” generated by comparingthe appliance with the average European mo-del when the bands were set at the end of1993, using values that vary according to thecategory of appliance. This average is con-stant, and was set at the point dividing classesD and E, to allow efficiency improvements over time. The energy efficiency index is ofcourse continuous, while the Label groups each appliance into one of seven classes. Theclass into which the individual appliancefalls is determined by segmenting the energyefficiency index as outlined in Table 5.1

For instance the energy efficiency index forcold appliances is derived from dividing an-nual energy consumption by the net volumeof the appliance (adjusted to equalise for dif-ferent temperature zones). It effectively ref-lects the consumption in kWh per litre of netvolume. Thus it is possible to compare appli-

ances, even though they are of varying sizeswith different proportions of cool and frozenspace.

5 What is the energy label?

EnergyManufacturer

Model

Cleaning Performance

Energy Consumtion kWh/cycle(based on tehe test result for manufacturer'sstandard cycle using cold fill)

Actual consumtion willdepend on how the appliance is used

A: higher G: lower

A: higher G: lower

Further information is containedin product brochures

Norm EN 50242Dishwasher label Directive 97/17/CE

Drying Performance

Standard Place Settings

Noise

Water Consumtion l/cycle

(dB(A) re 1 pW)

More efficient

Less efficient

ABCD

EFG

L O G OA B C1 2 3

B

X.YZ

YZ

C

D

A B D E F G

A B C E F G

YX

XY

EnergyManufacturer L O G O

A B C1 2 3Model




A: higher G: lower

A: higher G: lower



Drying Performance

Standard Place Settings

Noise

Water Consumtion l/cycle

(dB(A) re 1 pW)

More efficient

Less efficient

BABCD

EFG

X.YZ

YZ

C

D

A B D E F G

A B C E F G

YX

XY

+ =

Figure 5.1: The Energy Label and its components

Energy efficiency Energy efficiencyindex: I classI < 30 A++ *)

30 ≤ I < 42 A+ *)42 ≤ I < 55 A55 ≤ I < 75 B75 ≤ I < 90 C90 ≤ I < 100 D100 ≤ I < 110 E110 ≤ I < 125 F

125 ≤ I G G*) Please note: The A to G classes are defined for the other appli-ances also, but the methodology is different for each one. Theclasses A+ and A++ are applicable for refrigerators, freezers andtheir combinations only!

Table 5.1: Freezers and refrigerators energy efficien-cy index and energy efficiency classes (example ofcold appliances)



The Energy Label communicates the relati-ve energy efficiency of models through co-lours, arrows and the alphabet (Figure 5.1).The A-G scale ranks appliances from the best(A) to the worst (G): green denotes “more ef-ficient” and red “less efficient”; the arrowsshow relative energy efficiency for a given le-vel of service.

The A-G scheme is also applied for per-formance indicators where relevant, as forwashing machines there is a declaration re-garding the washing performance and spindrying performance.

There are two parts to the Energy Label: a colour background and a data strip. Theseoften come separately and have to be combi-ned, when they are stuck on the appliance. A few manufacturers print the Label as a sing-le entity. The colour background is genericand can be applied to any appliance in givencategory, e.g. cold appliances (provided it isin the correct language). The data-strip con-tains model-specific information and is app-lied to all identical models irrespective of thelanguage of the destination market.

The following information is required• Supplier’s name or trade mark• Supplier’s model identifier• Energy efficiency class• Eco-label (if awarded to the appliance)• Energy consumption• Further date specific to the appliance type:

e.g. for cold appliances:– net cold (fresh food) storage volume – net frozen storage volume– star rating of frozen storage compartment– noise (optional). e.g. for air-conditioners: – cooling output– energy efficiency ratio– type– noise e.g. for dishwashers: – cleaning performance class – drying performance class – capacity – water consumption – estimated annual consumption – noise, where applicable

The Energy Label has to be supported byan information fiche, a standard table of information relating to a particular model ofappliance. The fiche has to be contained inall product brochures and, if these are not pro-vided, with other product literature suppliedwith the appliance. The fiche was introducedin order to give the consumer an additionalsource of information to the label, so thatconsumers who wish to take more time todecide on their purchase can take the infor-mation away with them in the same way asother product information.

A third mechanism set out in the labellingframework directive is product informationin mail-order catalogues and by the internetsales. The information to be included in ma-il order catalogues is similar to that requiredon the standard label.

5.1 Impact of Energy Labelling

5.1.1 Principle Effectiveness of Standardsand LabelsAs a basic principle standards shift the distri-bution of energy efficient models of productssold in the market upward by eliminating in-

The “A, A+ and Super A”-ThemeSome manufacturers tend to promote their upper-level products with premium labels, which arehighly appreciated by consumers. Since there is ra-re common data –suppliers use identifiers like“Super A” or “A super Plus”, or even “A+” for noncold appliances. In order to safeguard consumers against confusionand misleading, European governments are re-commended to prevent such attempts at an earlystage, as it is not allowed by the legislation.In 2002, European manufacturers also requestedthe introduction of a new A+ category for clotheswashers, but this was ultimately rejected by the EUEnergy Labelling Regulatory Committee and theEuropean Commission, largely because the A+approach adopted for refrigerators was seen as atemporary measure in advance of a more holisticrevision of the existing labelling scheme.



efficient models and establishing a baselinefor programs that provide incentives for “be-ating the standard.“ Labels shift the distribu-tion of energy-efficient models upward byproviding information that allows consumersto make rational decisions and by stimula-ting manufacturers to design products that achieve higher ratings than the minimumstandard.

As key advantages of mandatory energy efficiency requirements – like labels and stan-dards – appear:• They can produce very large energy sa-

vings.• They can be very cost effective and helpful

at limiting energy growth without limitingeconomic growth.

• They require change in the behaviour of amanageable number of manufacturers rat-her than the entire consuming public.

• They treat all manufacturers, distributors,and retailers equally.

• The resulting energy savings are generallyassured, comparatively simple to quantify,and readily verified.

Energy labels affect stakeholders in four in-terconnected ways: • They provide consumers with data on

which informed choice and selection ofthe most efficient and suitable product ispossible,

• They encourage manufacturers to improvethe energy performance of their models bymaking energy efficiency transparent tothe market place,

• They encourage distributors and retailersto stock and display efficient products,

• They can provide a basis for a wide range ofother stakeholders, including other govern-ment programs, consumer and environ-mental groups, electric utilities and otherorganisations to implement outreach andeducation.



6.1 National Government Officials and Experts: translate EU Directive in national Law, fulfil national commitments and obligations

To fulfil with the EU Directive on EnergyLabelling for Domestic Appliances, MemberStates must translate the Directive in theirown National Law scheme.

Then, they shall take all necessary measu-res to ensure that: all suppliers and dealers established in their territory fulfil their obli-gations under this Directive.

The introduction of the system of labelsand fiches concerning energy consumption isaccompanied by educational and promotionalinformation campaigns aimed at encoura-ging more responsible use of energy by pri-vate consumers.

Where the provisions of this Directive andof the implementing directives are satisfied,Member States shall neither prohibit nor restrict the placing on the market of the hou-sehold appliances covered by an implemen-ting directive.

Unless they have evidence to the contrary,Member States shall deem labels and fiches tocomply with the provisions of this Directiveand the implementing directives. They mayrequire suppliers to furnish evidence of fulfil-ling their obligations.

If this is likely to mislead or confuse, thedisplay of other labels, marks, symbols orinscriptions relating to energy consumpti-on which do not comply with the require-ments of this Directive and of the relevantimplementing directives is prohibited. Thisprohibition shall not apply to Communityor national environmental labelling sche-mes.

Member States had to adopt provisions ne-cessary to comply with this Directive by 1 July1993 and bring it into force by 1 January1994.

After the Member States adopted these me-asures, they shall contain a reference to thisDirective or shall be accompanied by such

reference on the occasion of their officialpublication. The methods of making such areference shall be laid down by the MemberStates.

Member States shall communicate to theCommission the main provisions of domes-tic law which they adopt in the field coveredby this Directive.

6.2 Manufacturers, dealers and retailers:comply with energy labelling obligations

Legal obligations for Suppliers(Manufacturers)

Legal obligations for Dealers (Retailers)

6 Legal obligations

Regarding Energy Labelling FrameworkDirective 92/75/EEC• Supply of labels and (product) fiches, complying

with the directive and implementing directives(art 3(1,2))

• Supply the necessary labels free of charge to thedealers (art 4(b))

• Accuracy of the labels and fiche (art 3(3))• Technical Documentation shall be established

which shall be sufficient to enable the accuracyof the information contained

Regarding Energy Labelling Framework Directive92/75/EEC• Attachment of an appropriate label, in the clear-

ly visible position specified in the relevant imple-menting directive, and in the relevant languageversion (art 4(a))

• Potential customers are provided with the essen-tial information in the label or the fiche beforebuying an appliance, in the case the potential cu-stomer cannot be expected to see the appliancedisplayed. (art 5)

• No other misleading or confusing labels, marks,symbols or inscriptions related to energy con-sumption should be displayed (art 7(2))



For the purpose of the Labelling Directive: • Supplier means the manufacturer or his

authorized representative in the Commu-nity or the person who places the producton the Community market,

• Dealer means a retailer or other person whosells, hires, offers for hire-purchase or dis-plays household appliances to end-users,

• Information sheet means a standard tableof information relating to the appliance inquestion,

• Other essential resources means water, che-micals or any other substance consumedby an appliance in normal use,

• Supplementary information means otherinformation concerning the performanceof an appliance, which is helpful in evalu-ating its use of energy or other essential re-sources.

To fulfil with the EU Directive on EnergyLabelling for Domestic Appliances, manufac-turers, dealers and retailers must respect thefollowing obligations.

Information relating to the consumptionof electric energy, other forms of energy andother essential resources and supplementaryinformation shall be brought to consumers'attention by means of a fiche and a label related to household appliances offered forsale, hire, hire-purchase or displayed to end-users.

Details relating to the label and the ficheshall be defined by directives relating to eachtype of appliance adopted pursuant to thisDirective.

The supplier shall establish the technicaldocumentation.

6.2.1 Practical hints for working with the energy labels in shopsThe energy label for appliances is defined exactly in the legislation. In practice howeverthe label consists of a coloured backgroundsticker and a data strip. The reason for theirseparation is to reduce costs and simplifyhandling: only the black & white data stripneeds to be packed with each individual app-liance. The background sticker with the co-

loured bars, which is appliance type-specificbut not brand or model specific, is providedto the dealer separately in larger amounts.

However, all retailers should note that alllegal obligations refer to the label. Thus thedealer who displays only the data-strip is notcomplying with legal obligations, since (s)heis not displaying the (full) label. Furthermore,it means that the supplier not only has to de-liver the datastrip, but also the backgroundsticker.

The retailers should make sure that: • the layout of the label contains the colou-

red bars (a black & white copy is not allo-wed, except for lamps)

• the labels do indicate the correct type ofappliance, e.g. is not a dishwasher labeldisplayed on a washing machine

• the labels do contain all the data, i.e. thecorrect and complete datastrip; includingthe model number of the appliance whichshould correspond with the model numberon the nameplate.

• the labels are correctly placed in a clearlyvisible position specified by the relevantimplementing directive.

National energy or trade inspectorates often con-duct shop visits, during which they control theproper presence of labels on appliances. We bringyou a description of how this is usually conduc-ted!

The selected shops are visited without warning. However, to enhance the effect ofselected shop visits, a general informationletter is sometimes sent to the national retailand/or industry organisation informing thatshop visits will take place in the next timeperiod to check the energy label.

It should be stressed that the followingexcuses from dealers for not labelling one ormore appliances cannot be accepted duringthe shop visits:• the dealer did not receive the labels (data

strips) from the supplier (this is highly un-likely since the data strip is put in the pac-kaging at the factory)

• the dealer did not receive the backgroundsticker from the supplier, so only the datastrip is displayed



• the dealer did put the label on the side orinside the appliance because otherwise itwould disturb the design of the appliance.

Position of the labelThe table above describes exactly how the la-bel should be positioned on an appliance inorder to fulfil the legislation and to serve thecustomer in the best way. The label status ofappliances is recorded according to thechecklist and the shop is informed of thenext steps. Depending on the enforcementprocedure in the national law, enforcementaction, e.g. imposing a fine, can be done du-ring the visit or afterwards.

If verification action of the state control in-stitution has resulted in product or retailernon-compliance, enforcement action shouldfollow. This can take many forms, althoughdifferently for supplier and retailer issues.

For a product not complying (incorrect in-formation on the energy label or an energyefficiency index above the level set by theminimum energy performance standard, asfor cold appliances), a government couldsanction a supplier by the means allowed bynational law. Typical options are:• forcing to change the label,• withdraw of the appliance from the market,• imposing a fine, or • other means, dependent on national law.

For a shop not complying (incorrect labellingof the appliances on display), a governmentcould sanction the retailer by:• forcing to apply the correct labels, • imposing fines, or • other means, dependent on national law.

ApplianceGeneral

Refrigerators, freezers and theircombinations, Washing machines,Tumble driers, Combined washer-driers, Dishwashers, Air conditionersLamps

Ovens

PositionThe label shall be attached in the clearly visible position specified in therelevant directive.The label shall be placed - on the outside of the front or the top of the appliance- in such a way as to be clearly visible, and not obscured.

The label shall be placed or printed on, or attached to, the outside of theindividual packaging of the lamp. Nothing else placed or printed on, orattached to, the individual packaging of the lamp shall obscure it or re-duce its visibilityThe label shall be placed on the door of the appliance in such a way asto be clearly visible and not obscured. For multi-cavity ovens, each ca-vity shall have its own label, except a cavity which does not fall withinthe scope of the harmonized standards.

Table 6.1: Position of the label



Energy labels aim to transform market for energy consuming appliances by increasingthe amount of information available to custo-mers. With better information on the energyuse of competing appliances, it is assumedthat consumers will choose the more effici-ent ones. This will provide incentives to bothretailers to stock the more efficient appliancesin any particular category and manufacturersto improve the efficiency of the range of app-liances they produce.

7.1 Manufacturers, dealers and retailers’main interests

Survey findings show that the general attitudeof manufacturers towards energy label schemeis clearly positive, although some of them ha-ve thought differently in the past. They consi-der that the label has a real commercial impactand play an important role in the competitionbetween manufacturers. It was powerful inpushing manufacturers far beyond quality le-vels set in minimum efficiency standards andimpulse product development programme toimprove energy efficiency.

Its use is also a good opportunity to addresssustainable development concept and adver-tising messages to consumers and informthem about energy consumptions and envi-ronmental impact of domestic appliances.

Some regional differences appear in the relationship between suppliers and retailers:• In countries where large retail chains are

dominant, it is easier to distribute informa-tion to retailers and to involve them in thescheme; on the contrary, where there are alarge number of independent shopkeepers,it is a much more difficult task.

• In countries were there has been an inten-sive promotion campaign by governmentor utilities or local authorities, more retai-lers use the Energy Label mainly becauseconsumers ask information about it.

In the relationship between manufacturesand retailers, manufacturers generally attri-bute any failing in the application of EnergyLabel to reluctance or lack of knowledge onthe part of retailers.

On the contrary, more and more retailersnow believe that applying the Energy Label isin their best commercial interest, as consu-mers are interested in the energy use and operation costs of domestic appliances.

Finally, manufacturers, dealers and retailershave many common interests in promotingEnergy Labels for domestic appliances and mustwork together to improve their market transfor-mation:• Increase the turn over and accelerate the

renewal process of existing old appliancesand markets transformation,

• Improve the average quality of their pro-ductions and sales and increase their fi-nancial benefits,

• Benefit of better competition conditions toface low quality products,

• Respect the legal framework which is man-datory and then avoid being in fault withthe European legislation and market rules,

• Give more employment,• Involve the staff in the sustainable strategy

of companies and sales of products,• And last but not least, improve customer

general satisfaction and give a good com-mercial image of their company.

The Energy Label is seen by most organisa-tions in the appliance market as a positiveand meaningful information instrumentrather than simply as legal necessity.

7.2 Main barriers to be overcome bymanufacturers and retailers

The main barriers to market transformationseem to be:• Innovation and new efficient technology

costs: European manufacturers have alrea-dy invested heavily over the last decades to

7 Manufacturers, dealers and retailers: why will you do this?



reduce the environmental impact of hou-sehold appliances. This have been especial-ly influenced and driven by both a strongcompetition between manufacturers on themarkets and regulatory authorities who have set thresholds for energy efficiencyand other environmental performance andquality products. Technological develop-ment and innovations by industry havecosts. They are only fruitful for environ-ment and companies if they can help toimplement a continuous process of markettransformation. This point requires a strongco-operation between all stakes-holders.

• Companies’ size: Big companies have alre-ady launched their Energy Label actionplan through all European countries.However, it is clear that individual manu-facturers and retailers should mostly relyon national or local trade association tohelp them to promote the Energy Label.These organisations must be clearly invol-ved in the advertising process and shouldcontribute to the scheme for better appro-priation and scale costs reduction for smallsized retailers by grouping expenditures foradvertising, information and training.

• Lack of retailer’s information: Not all re-tailers are completely informed about thelabelling scheme, especially in countrieswhere the scheme has only recently beenintroduced or for newly labelled applian-ces. The situation varies by country accor-ding to how active trade press has been involved, how company’s information andcommunication capacities are efficient andhow long the duration of informationcampaign is.

• Logistics: Logistics and some other practi-cal difficulties may occur on supplyingEnergy Label to retailers or find place onthe appliance to appose the label or get anew Label back.

• Training of shop assistants: It is also clearthat retailers should organise progressivetraining programmes of their commercialstaff and shop assistants to make them ab-le to promote quality products and answerto customer’s questions about appliance’s

energy efficiency end use and about theEnergy Label impact and practical use.

• Institutional or local partnership: To re-duce operative costs of the Energy Labellingscheme, more especially within informati-on campaigns and training costs, it shouldbe necessary or interesting to associate lo-cal authorities, independent organisationand / or electricity utilities to become part-ners for customers information and shopassistant training programmes.

7.3 Consumers aims and main interests

The main issue of interest of the Energy Labelis the proportion of consumers who actuallychange their buying behaviour as a result ofthe Energy Label.

Of course, the link between purchasing behaviour and Label depends on a complexinteraction including consumer understan-ding of the Label, consumer concern aboutthe environment and the appliance energyuse and costs, the proportion of appliancesfully labelled in the shops and last but not le-ast, the trust in the information on theEnergy Label.

Different European or national surveysshow that more and more consumers are mo-tivated in their purchasing attitude by theEnergy Label.

This survey, realized in 1998 after the first3 years of application of the European EnergyLabel shows that it did influence a large pa-nel of customers in purchasing their applian-ce mainly in the Northern EU countries forthe best results (DK, NL, SE, AT, FI) but also insome southern EU countries (PO, FR, SP).

In half of the country sample, energy effi-ciency seemed to be of major importance asa criterion of motivation for choosing quali-ty products.

A more recent survey (realized in France in2004) confirms this analysis and shows theimprovement of customer’s motivations to-wards energy efficiency:• Electricity consumption is the second most

important criterion (22 %) identified by



the sample (10.000 French households) tochoose and purchase an appliance, this cri-terion coming just behind the most impor-tant one, appliance price (31%), and afterthe third one, technical characteristics (19 %), and other less important criterions.

• 67 % of the total sample knew what theEnergy Label and were able to recognise itssignificance

• Of these 67 %, around 80 % of the house-holds declared that the Energy Label hadan important influence on their purcha-sing behaviour, mainly because of house-hold awareness on energy efficiency and energy expenditures reduction.

Concerning cost effectiveness from the cu-stomer point of view, based on an example

Table 7.1: Overall effectiveness of labelling as of 1998, three years after full label implementation

Compliance Importance of energy efficiency Influence of Label *** > 70 % *** > 70 % on purchase behaviour

** 50 – 70 % ** 50 – 70 % (%)* < 50 % * < 50 %

Denmark *** *** 56Netherlands *** *** 45Austria ** *** 39Sweden ** *** 39Finland ** ** 41Portugal * ** 35UK *** * 24France ** * 32Ireland ** * 15Spain * * 19Greece * * 4

Appliance Energy Net Annual Selling Annual Energy Ten yearsLabel Volume Consumption Price Expenditure Total cost

N° 1 A++ 192 l / 92 l 220 kWh 450 7 23 7 680 7N° 2 C 190 l / 89 l 550 kWh 300 7 57 7 870 7

Table and fig. 7.2: Compared cost effectiveness for two refrigerators According to the Energy Label cate-gorie (French case)

0

250

500

750

1000

0 1 2 3 4 5 6 7 8 9 10

A++

C

Life time

Euro

s



on 2 doors refrigerator on the French market,the payback period, integrating on the onehand the purchasing investment and, on theother hand, the consumption annual expen-ditures on an average life time of 10 years,shows a payback period of 4.4 years. Thisshows that on average the difference of priceof appliances should be reimbursed within 5 years through energy savings.

7.4 General conclusions

As a general conclusion about the interest ofthe Energy Label for appliance’s organisationand end-users, it clearly appears that manyopportunities and quality results exist, provi-ding the measures are well implemented.

The Energy Label is a very good instrumentof dialogue between suppliers and consumersand it gives valuable information on qualityof products, energy consumption and envi-ronmental impacts.

The information is clear, easy to under-stand and neutral from any commercial con-sideration.

Standardization and measurement metho-dologies are available and give guaranties oncomparing performances for different appli-ances in competition.

Energy savings, energy expenditures reduc-tion and water savings for washing machi-nes, gives a sense of the cost effectiveness ofbest quality products and how consumerscan benefit from better and new applianceswith a good chance to reduce their electricityand water bills.

The Label also gives a chance to developenvironmental protection concepts and be-haviours towards households, in their do-mestic habits.

It is a major argument to emphasis themarket of quality and best available appli-ances and favour early replacement of oldless efficient appliances and will help bothmanufacturers and retailers to develop andpropose to the market more efficient appli-ances for the benefit of consumers.



Of course, the first action is to organise, foreach manufacturer, dealer and retailer com-panies, the way in which the Energy Label-ling scheme is going to become operational.

This means that every company defines itsown organisation to fulfil, as easily and cost-less as possible, the Directive and nationaltransposition obligations. In simple steps thiscan mean: • To be interesting for all parties and stake-

holders, it is needed, on one hand, to putthe Energy Label on the appliances whenthey are sold and, in the other hand, to ha-ve the best available technologies asked bycostumers.

• Manufacturers have to produce the EnergyLabel and to deliver it with their applian-ces to dealers and to retailers.

• Dealers and retailers have to apply theEnergy Label to the correct appliance intheir shops or catalogues, and to informconsumers about its meaning. They shouldalso provide, as a complementary service,some general information about energy ef-ficiency and best practices in their shops.

• All this will be facilitating if informationcampaigns at national, regional or local le-vel are launched. These campaigns shouldbe addressed to consumers, using informa-tion leaflets which can be produced anddisseminated easily and at low cost. Tradenews reviews and other news papers or ra-dio or TV reports should help to developconsumer Label knowledge. The topic ofcurrent household behaviour is of big in-terest for TV’s reporters.

• It should also be mutually beneficial to bu-ild local partnerships with organisationssuch as energy agencies, consumer groups,local communities and authorities in orderto gain credit and get clear independent ar-guments for better advices and visibility.This should be an opportunity to involvethese organisations in information campa-igns and potentially also get some financialcontribution from them.

• Last but not least, the whole commercialstaff of the company and all the shop assi-stants must be informed about energy con-servation options, energy saving potentials,best available appliances and the EnergyLabel to be able to answer consumers’ qu-estions. Customers are interested in adviceto choose their appliance in the shop.Therefore there is a need to organise trai-ning sessions for the commercial staff. It isalso a way to develop sustainable develop-ment management and involvement insi-de the company for better productivity.

After all, this is not such a huge effort to getback so many advantages and benefits for allstake-holders and for our planet!!!

8.1 How to do it simply?

But how can all this be done? Communicatingthe benefits of energy efficient appliances tothe potential customers has many similaritieswith other marketing campaign. However,some differences occur and in the followingchapter we will focus and guide you throughthe main steps on how to organise it themost efficient way!

When planning a marketing and informa-tion campaign, appliance producing and / orselling organisations should follow the mainsteps: • Include information about labels to a com-

munications campaign at its design stagesufficient budget for this activity and secu-ring stakeholder support for the task.

• Specify clear goals and desired outcomes ofthe campaign, related to the usage and ap-pearance of energy efficiency information.

• Focus on specific target audiences for eachelement of the campaign.

• Develop a few well-articulated messagesthat encapsulate the campaign.

• Choose an implementation strategy thatcan fully reach the target audience withinthe available budget.

8 How to do this?



• Include industry, consumer groups, andcorporate retail representatives as campa-ign partners.

• Choose a realistically long timeline for thecampaign.

• Remain flexible to make mid-course cor-rections to campaign messages, informationdistribution, or overall strategy.

8.1.1 The Definition and Importance of Communication Campaigns For standards-setting and labelling programs(whether mandatory or in some forms alsovoluntary) to be effective and accepted in themarketplace, program implementers mustcommunicate with other stakeholders – in-dustry, retailers, and consumers. Implementersoften overlook or underestimate the value ofcommunications and instead focus attentiononly on marketing and technical assess-ments.

Several analyses of labelling programs andrelated market-transformation efforts high-light the importance of communications andpromotional activities in program success.These studies show, not surprisingly, thatthere is a correlation between level of effort –a large part of which is communications –and progress toward market acceptance of energy-efficient products and services. Theseare the main lessons learned:• success in the market is achieved when

efficient products/services can be differen-tiated from conventional products in the eyes of consumers

• promotion (e.g. advertising and educatio-nal materials) is a key component of mostsuccessful initiatives. Promotional activitiesraise awareness among potential purcha-sers as well as sellers and service providersand work best when these activities showthe full range of benefits, not just energysavings

• understanding market barriers to energyefficiency helps to identify, develop andimplement successful activities

• sales training, which can be part of an over-all communications campaign, plays animportant role in overall success

• most successful initiatives are multi-face-ted efforts, which involve several differentoutreach activities that evolve over time.

Depending on campaign needs, available re-sources, and design, communications toolscan be limited to one or two simple tactics orcan be a varied, multifaceted, highly plannedand strategic “symphony” designed to increa-se awareness, inform, or influence behaviouramong targeted audiences. The range of com-munications tactics available to implementersfalls broadly into three categories: advertising,public relations, and special events:• Advertising is the use of media to market

an idea (in the case of social marketing) orproduct. Ads in papers, in magazines, ontelevision, on the radio, and online arecommon advertising tactics.

• Public relations is the use of publicity tocreate enthusiasm for an idea or product.Press releases, celebrity endorsement, andeditorials are common public-relations tac-tics. The objective of all public relations isfree publicity, noting that “news is free.”Thus, public relations can be an importantstrategy for resource-constrained campa-igns focusing on appliance efficiency andenergy labels.

• Special events are often used in combinati-on with advertising and public relations tofocus attention on the issue in question.They often take advantage of importantdates related to the issue. In the case ofstandards and labelling, common opportu-nities for special events include: the launchof a label or model, support to national ener-gy conservation days or weeks, and EarthDay.

Specific dissemination channels include tra-ditional methods such as mailings (e.g.,consumer brochures, action guides, and uti-lity-bill inserts), events, radio, newspaperand other print media, transit ads, and tele-vision as well as newer technology methodssuch as CD-ROM demonstrations, electronicmail distributions, dedicated websites and/orbanner advertisement.



8.1.2 Establish Goals and ObjectivesThe first step in designing a communicationscampaign is to establish goals and objectivesfor the activities. Organizers must decidehow to define success, and set limited and/orbroad goals to accomplish that success.

Successful communications campaignsmay selectively target consumer recognitionand trust of energy labels, which is an impor-tant first step. Or they may target consumercomprehension of energy labels and utilizati-on, when analyzing a purchase, of the infor-mation presented on labels. Campaigns maytarget the use of energy labels by retail salesstaff as a part of sales pitches. Or perhapscampaigns will comprehensively include all ofthese and more, to create a strong communi-cations campaign that, over time, is designedto help create positive attitudes towards ener-gy efficient appliances and their economicaland environmental benefits.

A typical assessment of needs involves thefollowing steps:• Determine resources (time, personnel,

money) that the campaign or activity canallocate to communication needs. Do youhave staff trained in communications? Areprinting resources available? If resourcesare limited, adjust your goals and objecti-ves to fit your resources.

• Review existing information on energy efficiency (if there is any). Do consumershave access to this information? Have theyneeded it in the past? How is energy effici-ency being addressed in the implementati-on area?

• Identify target audience(s). • Identify which consumers make appliance-

and product-purchase decisions. Do menor women play the main role in product selection and purchasing in your programarea? Gender considerations can greatly influence communications tactics and mes-sages. Are other demographic groupings re-levant?

• Identify appropriate communicationschannels, i.e., where do most people getinformation about energy from: govern-ment or energy utility information, at po-

int of sales/in store, through national or lo-cal mass media (newspapers, magazines,television, radio), community/consumergroups, or websites? Which informationsources do consumers trust the most (fromgovernment agencies to local citizensgroups)? This information could influencewith whom to team up and how to packageand distribute information cost effectively.

• Identify supplementing and partner organi-zations that can provide delivery channelsand/or offer in-kind support for a commu-nications campaign. These might includeNGOs, consumer associations, or manufac-turers (e.g., by committing a portion oftheir advertising budget to be coordinatedwith the campaign).

8.1.3 Select the Target AudienceThe next step is to identify potential audien-ces for communications, prioritize the prima-ry audiences, and allow for segmentation ifneeded. For example: the primary audiencemight include supply-side stakeholders, e.g.manufacturers, trade associations, equip-ment distributors, retailers, or sales coopera-tives; the secondary audience might consistof consumers (whole population, or targetedto certain demographic groupings). Audiencesare prioritized based on program goals andobjectives, and a brief profile of each groupshould be created based on research or otherinformation. Then, barriers and possible mo-tivations that would influence each group'suse of new standards or labels should be con-sidered.

Does the up-front research show that somegroups may be more receptive to the messagethan others? Should distinct messages be de-veloped for distinct subsets of those targeted?If so, the target audience may be stratified.Possible stratification schemes may include:• no stratification (i.e., focus on the general

public)• stratification by demographic groupings

(e.g., gender, age, income bracket and/orgeographical location)

• stratification by role in supply chain (equ-ipment distributors, wholesalers, retailers,



sales cooperatives, government officials,consumers)

• stratification by interest group (consumergroups, environmental groups, trade asso-ciations)

• stratification by the nature of the buyingdecision, considering separately the moti-vations of those purchasing a new applian-ce because of: replacement at end of anappliance’s useful life; early replacementfor remodeling; early replacement for effi-ciency; or a need for an “extra” appliance.

8.1.4 Develop and Test Messages – Keep itsimpleMessages should be as simple as possible, relevant to the audience(s), and focused onbenefits. Messages should make the desiredbehaviour – use of efficiency labels and effi-cient appliances – attractive and easy and de-monstrate benefits to consumers, startingwith energy savings, and going beyond. Often,monetary savings (including quick paybackin exchange for investment in a higher-priced product) is a strong consumer motiva-tor in all communications campaigns aboutefficiency. Some industry representatives have indicated that helping the country ornational economy is a key motivator for theirsupport of standards and labelling programs.The list below gives an array of possible mo-tivations and good messages that might beemployed.

Purchasing energy-efficient products:• saves money• helps the environment• improves health• is good for the country• is a reason for social/civic responsibility/

pride• increases self assurance or esteem• increases convenience• increases comfort• creates more/better choice• gives consumers better quality

Communications campaigns should alwaysaccentuate the positive and focus on the ran-ge of benefits and outcomes that consumers

will enjoy as a result of seeking out and se-lecting labelled equipment. If consumers canfeel good about the outcome, they are moremotivated to take an interest in the label andunderstand why it is meaningful to their pur-chasing decision. A dry, factual message willhave less impact than positive, beneficialstatements. Many early energy-informationprograms failed because they simply madeinformation available without a serious ef-fort to use psychologically motivating mes-sages.

International experience suggests that theappearance of an energy label is a fundamen-tal factor that influences its future impact.The efficiency label itself is a powerful com-munication tool, so its design is an importantelement of the program’s communicationsstrategy. The label must be visually strikingand convey information quickly and intuiti-vely. Coordinated education, promotional ef-forts, and salesperson training are importantfor sustaining awareness and understandingof labels. However, awareness of the label byitself is not enough to influence purchasingbehaviour. Good label appearance needs to besupplemented with effective communicati-ons about its benefits.

8.1.5 Design the Communication Plan Research has shown that there is no set cau-se-and-effect progression from knowledgeand awareness of an issue like energy effici-ency to attitude and behaviour change. Thus,campaign designers must pay attention andlink traditional media and behaviour-changestrategies with on-the-ground communityaction to make the social and policy envi-ronment supportive of the desired campaignresults. Energy-efficiency campaigns haveborrowed from social marketing models tocreate tactics that make label identificationand use desirable and accessible. They look atthe barriers to as well as benefits of energy ef-ficiency as they develop communicationscampaigns.

The literature on communications campa-igns suggests developing a “Theory ofChange” that expresses what program imple-



menters are doing to lay out the pathway bywhich they expect change to occur. The nextfigure shows a theory-of-change diagram fora standards and labels communications pro-gram whose primary goal is influencing indi-vidual appliance purchases.The experiences with prior standards and labels communications campaigns revealedthree additional relevant lessons: 1. It is much more practical to focus on andinfluence consumers who are actively enga-ged in appliance purchases than to influencethe general public.2. Retail appliance sales representatives havesubstantial influence on consumer choice.Incentives oriented to retail sales representa-tives coupled with simple sales tools can helpsales representatives influence consumer pro-duct selections.3. Direct financial incentives to consumersmay not be necessary, especially when con-sumers are already intending to purchase an

appliance and the goal is to get the consumerto upgrade by purchasing a more-efficientmodel.

8.1.6 How to Prioritize TacticsThe most effective communications campa-igns use a variety of tactics to increase aware-ness throughout the product distributionchain and among consumers. The first tacticsshould reach consumers at the time of pur-chase. Consumer information must be avai-lable at the right time and in the right place,before or when purchasing decisions are ma-de. A new labelling program and its benefitsto consumers should be publicized, for exam-ple through a press release, ceremony, adver-tisement, or announcement that would bedisseminated by the media or community or-ganizations.

Secondary tactics should help develop theinfrastructure for a broad communicationscampaign to consumers. These tactics inclu-

Campaign-launch event with official and celebrities

Outreach by Partners Organisations

Message Dissemination• Consumer brochures• Utility bill inserts• Radio spots• Newspaper and other print media ads• Transit ads• Television ads• CD-rom presentations• Electronic mail distributions• Dedicated websites and/or banner

Label awareness

Recognition of label as a credible information source

Label awareness

Purchaser confidence in label relevance to the purchase

decision

Purchaser confidence in label understanding

Retailer use of the label in typical sales pitch

Greater stated willingness to purchase efficient appliances

Higher market penetration of efficient appliances

Short Term outcomes and intermediate objective

Activities

Ultimate Outcome



de a company’s website or hotlines contai-ning databases of labelled or top-performingproducts, community workshops, sales trai-ning for retailers, retailer displays and pro-motions, and advertising. Messages shouldbe consistent among all strategies, for eachtarget audience identified.

8.1.7 TimingAfter the initial stages of introducing a pro-gram, a communications campaign can takeanywhere from three months to three yearsto reach and begin influencing consumers. A campaign should be developed in stageswith enough lead time to work with third-party distribution channels, such as retailersor buyers groups. If faced with the commonmarket barriers to efficiency, implementersmust sustain communications over the longterm and raise and allocate appropriate re-sources to communications efforts. Programsaimed at creating preferences for energy-effi-

cient products require long-term informationand marketing strategies.

8.1.8 EvaluationThe broadest definition of the evaluationprocess starts with campaign planning andneeds assessment. As needs are assessed andresearch is gathered to determine initial awa-reness, context, and behaviours related to ef-ficiency, a type of evaluation is already inprogress. The baseline data and context in-formation collected beforehand will helpmeasure changes attributable to the commu-nications campaign.

Whenever possible, it is best to track chan-ges through the course of a campaign, usingseveral data collection points. The focusshould be on looking for trends in the data,and campaign authors should be prepared toalter tactics to take advantage of lessons lear-ned from evaluations.



9.1 Important internet links

• CEECAP project homepage: http://www.ceecap.org• EU energy efficiency legislation for labelling and minimum standards:

http://europa.eu.int/comm/energy/demand/legislation/domestic_en.htmhttp://europa.eu.int/scadplus/leg/en/lvb/l32004.htm

• Ecodesign of Energy Using products: http://europa.eu.int/comm/energy/demand/legislation/eco_design_en.htm

• Overview of Energy Intelligent Europe projects focused on energy savings: http://europa.eu.int/comm/energy/intelligent/projects/save_en.htm

• Collaborative Labelling and Standards Program: http://www.clasponline.org• International Energy Agency, Energy Efficiency page:

http://www.iea.org/Textbase/subjectqueries/index.asp � Energy Efficiency• European Energy Network Labelling and Ecodesign Working Group:

http://www.enr-network.org/labelling.htm

9.2 References and further reading

For the production of this publication, two main sources were used: • CEECAP Guidelines: Policy Design Verification & Enforcement and Market Introduction,Klinckenberg Consultants, 2004. Authors and Co-authors: Frank Klinckenberg, KlinckenbergConsultants, the Netherlands, Martin Bella, Slovak Energy Agency, Slovakia, Hans PaulSiderius and Antoinet Smits Siderius, SenterNovem, the Netherlands, and EmmanuelBergasse, International Energy Agency. The publication was produced with the financial sup-port from the Ministry of Economic Affairs of the Netherlands and the International EnergyAgency. • CLASP: Energy-Efficiency Labels and Standards: A guidebook for Appliances, Equipment, andLighting, Wiel S., McMahon J.E., et.al., CLASP, Wahsington DC, February 2005. The publica-tion was produced with the support of the U.S. Agency for International Development andthe United Nations Foundation. Further supporters include the United Nations DevelopmentProgramme’s Global Environment Facility, the U.S. Environmental Protection Agency, theInternational Copper Association, the Australian Greenhouse Office, Natural ResourcesCanada, and the U.S. Department of Energy.

Further references: • SEVEn: Energy labels and their use for appliance selling, instruction material for applian-

ce retailers, prepared for the ELAR project, Prague 2003• Hans-Peter HAASE, President of CECED, 2nd International Conference on Energy

Efficiency in Household Appliances and Lighting, 2001• University of Oxford: Cool Labels – Energy & Environment Programme, Oxford, 1998• SOFRES: DSM Household’s behaviour in France, Paris, 2004• IEA: Cool Appliances – Policy Strategies for Energy Efficient Homes, International Energy

Agency / OECD, Paris, 2003• IEA: Energy Labels and Standards, International Energy Agency / OECD, Paris, 2000

9 ANNEX


EnergyManufacturer

Dishwasher

L O G OA B C1 2 3Model




A: higher G: lower

A: higher G: lower



Drying Performance

Standard Place SettingsWater Consumtion l/cycle

(dB(A) re 1 pW)

More efficient

Less efficient

AABCD

EFG

X.YZ

YZ

C

D

A B D E F G

A B C E F G

YX

XYNoise


Project partners

SEVEn, The Energy

Efficiency CenterCzech Republic

www.svn.cz

KAPE, The Polish National Energy

Conservation AgencyPoland

www.kape.gov.pl

ARCERomanian Agency

for Energy ConservationRomania

www.arceonline.ro

A.E.A.Austrian Energy Agency

Austriawww.energyagency.at

ADEMEAgence de l’environment

et de la matraise de l’energie

Francewww.ademe.fr

KlinckenbergConsultants

The Netherlands

EnEffectCenter for Energy Efficiency

Bulgariawww.eneffect.bg

LEILithuanian

Energy InstituteLithuaniawww.lei.lt

The CEECAP project is coordinated by:SEVEn, The Energy Efficiency Center, Czech Republic


energy labelling: how to use it for your benefit?...energy labelling for domestic appliances...

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