Overcoming fear of the unknown … rescaling categorical energy labels in Europe

摘要

Categorical energy labels are one of the clearest and most robustpolicy measures used to inform consumers about product energyperformance at the time of purchase. Many countries andregional economies use categorical labels to pull their marketstoward better performing, more energy-efficient models. However,as technology evolves, so must the categories on the labelin order for the label to retain its relevance. Europe instituted atemporary fix to its Energy Label in 2010 by creating new highefficiencycategories with “+” symbols, but it was understoodthis was not a long term solution and new approaches are beingdiscussed. One option would be to retain the existing or similarEnergy Label design, but shift the current market productsfrom today’s highest categories to the middle of a new scale.Some stakeholders have expressed concern over this approach,citing fear over consumer confusion and unintended marketconsequences. This paper discusses this issue and presents casestudies on label rescaling in Australia and China, showing it isboth practical and possible, and did not result in market chaos.For example, China’s Energy Label has rescaled several productssince it was first implemented in 2005. Stakeholders arecomfortable with the revisions, since the key issue for them isfair competition in the market and the revision helps to ensurethat. This paper points to the policy maker’s transition strategiesin these markets, identifying the best practice that couldbe applied in Europe such as the steps taken to ensure marketsurveillance authorities were able to differentiate between thelabels and algorithms used to determine compliance. Rescalingis not something that European stakeholders should fear– rather, Australia and China have demonstrated that it offerspolicy makers a powerful tool to ensure the labels continueto communicate clearly with consumers and help markets toevolve and improve their energy-efficiency.