The Danish Energy Saving Label – Consumer friendly energy labelling for energy efficient products

Panel: Panel 8. Dynamics of consumption

Authors:
Sanne Rasmussen, Project Manager, The Danish Electricity Saving Trust, Denmark
Mathilde Kirkeby, Consultant, Vores Bureau, Denmark

Abstract

Energy labelling on the Danish market had become confusing for consumers who had to get used to a variety of energy labelling schemes.

The EU energy labelling scheme was the most widely used with recommendations covering A-labelled products. However, with the introduction of A+ and A++ categories for domestic refrigeration appliances and AAA categories for the most energy efficient washing machines, there was an increasing need for a less complicated system for the identification of energy efficient products on the market.

This paper describes the consumer-oriented character of the Danish Energy Saving Label, which guarantees consumers that specific products bearing the label are energy efficient. The analysis focuses on three aspects of the Energy Saving Label: implementation, launch and credibility: 1) Development of the Energy Saving Label in partnership with producers 2) Campaign launch with media specific advertisements to increase the awareness by consumers of the Energy Saving Label. 3) Regular random testing of products bearing the Energy Saving Label.

The results showed that the awareness by Danish consumers of the Energy Saving Label has risen from 60% in 2006 to 80% by the summer of 2008. Moreover, there has been a good deal of interest expressed by trade organisations in working to have additional product groups covered by the scheme. Frequent random testing has also added to the credibility of the Danish Energy Saving Label.