Good Choice Label Policy Tightened
The quality marks and characteristics at item level that we assign to items are aligned with Milieu Centraal. For some quality marks or characteristics previously considered a Good Choice, we now know they are less sustainable than expected. Alternatively, new comparable quality marks or characteristics have emerged on the market that offer even greater (sustainability) benefits. Therefore, we are removing the Good Choice label from some items. As a result, the Good Choice label will disappear from a number of items after September 1, 2025. Please note: we are not taking the items offline.
Why are we adjusting our policy?
The industry and European Union are setting increasingly stricter requirements for a more sustainable product range. As a result, some quality marks or characteristics behind our items no longer meet these requirements. Milieu Centraal, our objective external research partner for determining Good Choices, assists and advises us on this. Their knowledge and insights regarding sustainability evolve over time. To stay in line with new insights, laws, and regulations concerning sustainability, Milieu Centraal has asked us to remove certain quality marks from our policy.
Which quality marks are affected?
The following quality marks have led to changes in our policy based on Milieu Centraal's latest research.
- AISE Cleanright: This quality mark is widely used for cleaning items. Unfortunately, this quality mark does not sufficiently show how it is certified, and its latest version is very outdated. Consequently, a cleaning item with the AISE quality mark cannot receive a Good Choice label as such.
- Cradle to Cradle: This is a product certification indicating that companies have designed (or improved) items to fit into a circular economy. The goal of this quality mark is to ensure all materials can be usefully repurposed for another item after use. Unfortunately, this quality mark has adjusted its certification process, making it no longer reliable enough to qualify as a Good Choice.
Additionally, there are two product categories, mobile air conditioners and ashtrays, which we believe do not qualify for the Good Choice label, regardless of any existing characteristics or quality marks.
We understand this impacts our product range. At the same time, we want to ensure our Good Choice label is as reliable and independent as possible and does not mislead customers. The Good Choice label will be removed for these items after September 1st.
No adjustments will be made to other quality marks not mentioned. Items with these quality marks still qualify for a Good Choice label. Want to know more? View this page*.
*We are currently processing the above on our platform, so it is possible that the characteristics mentioned above may still be visible on the information page for a short period.