What is ISO 14020? Understanding Environmental Labels and Declaration Types

When you see an environmental claim on a product, how do you know it’s genuine? The ISO 14020 series provides the framework that separates credible environmental labels from greenwashing. These standards define three distinct types of environmental declarations, each with different levels of verification and trust.

Understanding these declaration types helps you navigate the increasingly complex landscape of environmental claims, whether you’re making them or evaluating them.

The ISO 14020 Framework#

ISO 14020 establishes the general principles for all environmental labels and declarations. Published as the overarching standard, it ensures that environmental claims across all categories follow fundamental principles of accuracy, relevance, and transparency.

The standard recognises that environmental labels come in many forms. They might be symbols stuck on products, statements in advertisements, detailed technical documents, or logos on websites. What matters isn’t the format but the credibility and verification behind the claim.

ISO 14020 sets out nine guiding principles that all environmental labels must follow:

• Accuracy and verifiability
• Relevance to the specific product
• Clear and non-misleading presentation
• Based on scientific methods
• Consideration of the full life cycle
• No unnecessary barriers to trade
• Transparent development process
• Accessibility of information
• Regular review and improvement

These principles then cascade into three specific types of declarations, each governed by its own standard.

Type I: Third-Party Certified Eco-Labels (ISO 14024)#

Type I environmental labels are what most people think of when they hear “eco-label”. These are the official-looking certifications awarded by independent organisations after rigorous assessment.

How Type I Labels Work#

An independent certification body evaluates products against predetermined criteria for their category. These criteria consider multiple environmental aspects across the product’s life cycle. Products either pass and receive the label, or they don’t. There’s no middle ground.

The EU Ecolabel flower, Germany’s Blue Angel, and the Nordic Swan are classic Type I labels. Each has specific criteria for different product categories. A paint might need to meet requirements for VOC emissions, hazardous substances, and packaging. A laptop might be assessed on energy efficiency, recyclability, and absence of certain chemicals.

The Strength of Type I#

Third-party verification provides the highest level of credibility. Consumers can trust these labels because independent experts have verified compliance with published criteria. The certification bodies themselves are often accredited, adding another layer of quality assurance.

For manufacturers, achieving a Type I label demonstrates environmental leadership. It’s particularly valuable in public procurement, where many governments preferentially purchase eco-labelled products.

Limitations to Consider#

Type I labels work on a pass/fail basis. A product that narrowly misses one criterion gets no recognition for excellence in other areas. The criteria are also predetermined, which might not capture innovative environmental improvements outside the standard parameters.

The certification process can be costly and time-consuming, potentially excluding smaller companies. Additionally, different regions have different Type I schemes, so a product might need multiple certifications for international markets.

Type II: Self-Declared Environmental Claims (ISO 14021)#

Type II declarations are the environmental claims companies make about their own products. When you see “recyclable”, “compostable”, or “made with renewable energy” on packaging, you’re looking at Type II claims.

The Framework of Self-Declaration#

ISO 14021 doesn’t require third-party verification, but it does establish strict requirements for self-declared claims. Companies must:

• Ensure claims are accurate and not misleading
• Have substantiating data available
• Be specific about what the claim covers
• Avoid vague terms like “eco-friendly” or “green”
• Use only the prescribed symbols (like the Mobius loop for recycling)

The standard defines specific terms and their proper use. “Recyclable” means the product can be diverted from waste streams through available processes. “Recycled content” must specify the percentage and whether it’s pre or post-consumer material.

Why We’re Wary of Type II#

Without third-party verification, Type II claims rely entirely on the claimant’s integrity. While many companies use them responsibly, the potential for greenwashing is significant.

A company might technically follow ISO 14021 but still mislead consumers. Claiming a product is “recyclable” might be true in theory, but meaningless if recycling facilities for that material don’t exist in most markets. Similarly, highlighting one improved attribute while ignoring other environmental impacts can create a false impression of sustainability.

When Type II Makes Sense#

Despite the risks, Type II claims serve a purpose. They allow companies to communicate specific improvements quickly and cost-effectively. For simple, verifiable claims backed by transparent data, they can be entirely appropriate.

Small businesses, in particular, might start with Type II claims before investing in third-party certification. The key is ensuring robust documentation and avoiding any overstatement or vague language that could mislead.

Type III: Environmental Product Declarations (ISO 14025)#

Type III declarations, commonly known as Environmental Product Declarations (EPDs), represent the most comprehensive and data-rich form of environmental labelling.

The EPD Approach#

EPDs present quantified environmental data based on a full Life Cycle Assessment. Unlike Type I labels that say “this product meets our criteria”, EPDs say “here’s exactly what this product’s environmental impacts are”.

The data covers multiple impact categories: climate change potential, acidification, eutrophication, resource depletion, and others. All calculations follow Product Category Rules (PCRs) that ensure consistency within product groups.

Crucially, EPDs are third-party verified but make no judgment about whether a product is “good” or “bad” for the environment. They simply present the data, leaving interpretation to the user.

The Power of Transparency#

EPDs provide unparalleled transparency. Architects can compare the carbon footprint of different concrete mixes. Procurement teams can evaluate the full environmental profile of competing products. Manufacturers can identify improvement opportunities across their supply chain.

This transparency is increasingly valuable as regulations like the EU Construction Products Regulation require environmental data. EPDs are becoming essential for accessing certain markets and meeting tender requirements.

Understanding EPD Limitations#

EPDs require significant investment. Conducting a full LCA, having it verified, and maintaining the declaration requires expertise and resources. The technical nature of EPDs can also overwhelm non-specialist audiences who might prefer the simplicity of a Type I label.

Comparing EPDs requires careful attention to system boundaries and methodologies. Two EPDs might use different PCRs or databases, making direct comparison problematic. Users need sufficient knowledge to interpret the data meaningfully.

Choosing the Right Declaration Type#

The choice between Type I, II, and III declarations depends on your goals, resources, and audience:

Choose Type I when:

• Consumer recognition is important
• You’re targeting public procurement
• Your environmental performance clearly exceeds standard criteria
• You want maximum third-party credibility

Choose Type II when:

• You need to communicate specific attributes quickly
• Resources for third-party certification are limited
• Your claims are simple and easily verified
• You’re testing market response before fuller certification

Choose Type III when:

• Business-to-business transparency is crucial
• Regulatory compliance requires detailed environmental data
• You want to demonstrate comprehensive life cycle thinking
• Your customers have technical expertise to interpret data

The Interconnected System#

These three types aren’t mutually exclusive. A product might carry a Type I eco-label, make Type II claims about specific features, and have a Type III EPD for detailed technical communication. Each serves different communication needs and audiences.

What’s critical is that all three types stem from the same ISO 14020 principles. Whether self-declared or third-party verified, whether simple or comprehensive, environmental claims must be accurate, relevant, and based on sound methodology.

Implementation Considerations#

For companies developing environmental declarations:

Start with robust data. All three types require substantiation. Even self-declared Type II claims need proper documentation that could withstand scrutiny.

Consider your full life cycle. While only Type III requires full LCA, understanding your complete environmental profile prevents inadvertently shifting impacts or making misleading claims.

Match the declaration to your audience. Consumers respond to simple Type I labels. Technical buyers want Type III detail. Choose accordingly.

Beware of proliferation. With hundreds of eco-labels globally, adding another might create confusion rather than clarity. Consider working with established schemes where possible.

Maintain your declarations. Products change, standards evolve, and data improves. All three types require ongoing maintenance to remain valid and credible.

The Future of Environmental Declarations#

The landscape of environmental claims continues evolving. Digital product passports might soon carry real-time environmental data. Blockchain could verify supply chain claims. AI might personalise environmental information for different stakeholders.

But the fundamental framework established by ISO 14020 remains relevant. The need for accurate, verified, life cycle-based environmental information only grows stronger as sustainability becomes central to business strategy.

Continuing the Journey: What is an EPD?#

Type III Environmental Product Declarations deserve deeper exploration. EPDs are becoming essential tools for demonstrating environmental performance in technical markets. Their role in green building certification, sustainable procurement, and regulatory compliance continues expanding.

In our next article, we’ll dive deep into EPDs: how they’re created, what they contain, how to read them, and why they’re becoming indispensable for many industries. Continue to “What is an EPD?”

Practical Support from Decerna#

At Decerna, we work across all three declaration types. We help companies determine which type best serves their goals, develop the necessary data and documentation, and navigate the verification process.

For Type II claims, we ensure your self-declarations meet ISO 14021 requirements with robust LCA backing. For Type III EPDs, we conduct the full LCA, work with PCR development, and support third-party verification.

Our experience shows that credible environmental declarations, whichever type you choose, build trust and drive improvement. The key is choosing the right tool for your specific needs and implementing it rigorously.

---

Need guidance on environmental declarations? Decerna provides expert support for all types of environmental labels and declarations. Contact us to discuss your declaration strategy.