Good Choice Label Policy Tightened
The certifications we assign to items are aligned with Milieu Centraal. It now appears that some certifications or characteristics previously considered Good Choice are less sustainable than expected. Therefore, we are removing the Good Choice label from several items. The label will disappear on December 24, 2025. Please note: we are not taking these items offline.
Why are we adjusting our policy?
The requirements for a more sustainable product range are becoming increasingly stringent from both the industry and the European Union. As a result, some certifications or characteristics associated with our items no longer meet these requirements. Milieu Centraal is our objective external research partner for determining Good Choices. They assist and advise us in this. Their knowledge and insights regarding sustainability evolve over time. To stay aligned with new insights, laws, and regulations concerning sustainability, Milieu Centraal has asked us to remove certain certifications from our policy.
Which certifications are affected?
The following certifications have led to changes in our policy based on Milieu Centraal's latest research:
- Cradle to Cradle: is a product certification focused on product design in a circular economy. The goal of this certification is to ensure all materials can be usefully repurposed for another item after use. The certification process has not yet been adapted to the new criteria. This means the certification is not reliable enough to continue as a Good Choice.
- World Fairtrade Organisation: The reliability of this certification no longer meets our requirements.
- USDA: This certification does not guarantee that all ingredients are organically grown. Therefore, its impact on people, the environment, and animals is not significant enough to continue using it as a Good Choice.
- Cosmos Natural: This certification does not impose requirements on how natural raw materials are cultivated (except for palm oil). Therefore, there is no control over biodiversity preservation and restoration, interaction with nature, use of fertilizers, or use of pesticides.
We understand that 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. Therefore, the label for these items will be removed after December 24, 2025.
New ways to obtain a Good Choice label
From now on, there are additional opportunities to get the label:
- Repair kits used to repair an item and thus extend its lifespan can now also receive the Good Choice label.
- Compost bins that promote biodiversity by returning organic material to the soil, which increases soil fertility and provides a healthy habitat for various microorganisms, insects, and plants.
For all other certifications not mentioned above, nothing changes. Items with these certifications are still eligible for a Good Choice label. Want to know more? View this page*.
* We are processing the adjustments on the platform. It is possible that some characteristics may still be visible for a short time.