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 that were previously considered a Good Choice, we now know that they are less sustainable than expected. Or new, comparable quality marks or characteristics have emerged that offer even greater (sustainability) benefits. Therefore, we are removing the Good Choice label from some items. The consequence of this is that the Good Choice label will disappear from a number of items. Please note: we are not taking the items offline.
Why are we adjusting our policy?
From the industry and the European Union, the requirements for a more sustainable product range are becoming increasingly critical. As a result, some quality marks or characteristics behind our items no longer meet the requirements. Milieu Centraal, our objective external research partner for determining Good Choices, helps and advises us in this. Their knowledge and insights regarding sustainability change over time. To stay in line with new insights, laws, and regulations concerning sustainability, Milieu Centraal asks us to remove some quality marks from our policy.
Which item characteristics are involved?
- Batteries: batteries have a significant impact on the environment and climate. This starts with the extraction of raw materials and ends with waste processing. Non-rechargeable batteries therefore fall outside the Good Choice label, even if there is a quality mark on the item.
- Packaged water: in the Netherlands, clean drinking water comes straight from the tap. Therefore, all bottled water is not considered a ‘good choice’. This applies to still and sparkling water, with or without flavor, even if it has a quality mark.
- PFAS-free & PFC-free: the PFAS substance group is so harmful that Milieu Centraal advises consumers against buying items with these substances. PFAS-free is considered the standard for items. A better alternative may come from other item properties. Think of >50% recycled material or similar. Even without a Good Choice label, PFAS-free and PFC-free remain item characteristics that customers can filter by.
We understand that this impacts our product range, but we want to use our Good Choice label as reliably and independently as possible and not mislead consumers. The Good Choice label will be removed for these items after June 2.
No adjustments will be made to other unmentioned quality marks. Items with these quality marks are still eligible for a Good Choice label. Want to know more? Check this page.*
*We are currently still 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.