Guidelines for digital channels source: CONAI
1. choose packaging
Digital channels can be adopted for the transmission of mandatory environmental labeling information for:
a. Packaging intended for commercial and industrial channels.
In this case, the mandatory information relates to identification of the composition of the packaging material pursuant to the Decision 129/97 / EC, the transmission of which must be ensured along the whole production chain.
b. Packaging intended for the domestic channel.
In this case, the mandatory information to be conveyed to the final consumer concerns:
- the identification of the packaging material in accordance with Decision 129/97 / EC;
- information to the consumer on separate collection.
2. choose information
Digital channels can be an alternative to the physical printing of environmental information. You can choose, for example, from:
- Completely replace the physical labeling with the digital one. In that case all the information would be
available only digitally, and would not be physically available on the packaging.
- Choose to communicate only some of the mandatory information through digital channels. For example, for packaging intended for the final consumer, you could choose to print the encoding
identification of the material directly on the packaging, and send to the consultation of digital channels for information on waste collection, or vice versa.
- Report the mandatory information directly on the packaging, and refer to the consultation of digital channels for further additional and voluntary information about the environmental characteristics of the packaging.
3. choose channel
The legislative text does not provide specific indications on which digital channels can be adopted.
The choice is therefore entirely up to the company.
Some examples are: App, QR code, EAN code, websites.
4. choose how to communicate to the consumer
The information reported on digital channels must be in line with regulatory provisions and be clear, direct, punctual and easy to understand
For packagings intended for the final consumer, clear and easily accessible instructions must be ensured on how the mandatory environmental information can be obtained through the digital channels provided: it is necessary to provide for the so-called "Bridge" between the physical and virtual world (see further details in the next section).
If the environmental labeling information is effectively made available online via a dedicated page, but the consumer (or, in general, the recipient of the information) does not know about it, the goal cannot be considered achieved.
It is therefore essential that the ultimate recipient of the information (the consumer) receives clear and easily accessible instructions on how and where to obtain the information required by law.
For example, the «bridge» can be created using icons, QR code, or an explicit message that refers to a website or other chosen digital channel.
Here is an indicative diagram of the effectiveness of communication for consumers:
Junker is chosen by CONAI as best practice
Junker's environmental label is one of the best digital examples selected by CONAI