The consumers union guide to environmental labels. (Forum).

As U.S. manufacturers and retailers rush to tap into the multibillion-dollar-per-year "green merchandise" market, labels on items ranging from eggs to diapers tout an ever-expanding number of qualifiers such as nontoxic, all natural, and organic to appeal to consumers' desire to make as healthy and environmentally friendly purchases as possible. Unfortunately, the spending public has traditionally been left to its own devices to determine how meaningful these claims actually are and whether they are supported by an overseeing body--important facts to consider, especially as such products are often more expensive than alternatives without the claims.

To educate consumers about products with so-called eco-labels (a seal or logo indicating that the product has met a set of environmental or social standards), the Consumers Union (CU) launched The Consumers Union Guide to Environmental Labels at http://www.eco-labels.org/ in early 2001. Said Urvashi Rangan, director of the CU eco-labeling project, in a CU press release, "Our goal is for shoppers to be able to use this independent source to discern which labels really help the environment and which amount to little more than marketing hype. This awareness would help raise the bar for what consumers expect from manufacturers' environmental labels and claims." The CU is a nonprofit organization established in 1936 to educate consumers about all types of goods and services, research and test products, and advocate for consumer issues.

From the home page, visitors can search for information by label, product, or certifying organization. Label categories group claims under themes, including Organic, Pest Management, Social Responsibility, Sustainable Agriculture, Sustainable Fishing, Animal Welfare, Sustainable Wood, and General Claims. Certifying organizations for each category include government agencies such as the U.S. Department of Agriculture, grassroots groups such as Mothers & Others for a Livable Planet, international accrediting organizations such as the Marine Stewardship Council, and professional groups such as the American Forest and Paper Association. Selecting any of the label categories from the Label Category pull-down menu takes the visitor to a list of logos used on labels alongside links to information about the certifying agency or organization, including a program summary, a CU evaluation, program contact information, a list of the board of directors, and what products are certified by the program.

The General Claims page, accessible through the Label Category pull-down menu, currently lists 43 nonspecific claims that might show up on labels, including dolphin safe, earth smart, environmentally friendly, and recycled. For each claim, there is a definition if applicable (or not; for instance, the site says there is "currently no standard definition" for terms such as environmentally friendly and environmentally safe), a statement of which group or groups endorse the claim, and a CU evaluation of the use of the claim on labels.

Visitors can also search for information by product or certifier. The Product Area pull-down menu lists 35 types of foods and other products, while the Certifier option allows searches by one of 27 certifying organizations or 30 certification programs.