- EU Better Regulation agenda : framework and a mind-set shift for improvements to EU legislation
- A.I.S.E. proactively engaged to drive safe use of products (on pack info, specific projects/campaigns)
- CLP (since June 2015) leading to disproportionate on-pack labelling
- EU assessment confirms high administrative cost of chemical legislation for the detergent sector
Objectives of BRE&S project
Improve effectiveness of safe use communication (labels and other means, e.g. digital), to make sure that consumers:
- notice the safety information
- understand it, and
- act upon it
Household detergent and maintenance products
- In a resource/cost efficient way for business
- Enabling greater flexibility and innovation
- Proportionate to actual risk
Read more: download
Who is involved ?
- Lead role : A.I.S.E. network & industry experts (R&D, regulatory, marketing, market research, designers)
- In close dialogue and interaction with :
- Medical personnel (Poison Control Centers, specialists)
- EU and National Authorities
- Other partners (NGOs, other industries, ...)
A.I.S.E. activities and achievements
Contribution to EU assessments
- Active contribution to the EU Commission Regulatory Fitness and Performance (REFIT) assessments (e.g. cumulative cost assessment, case studies around chemicals legislation)
Understanding the landscape
- Aggregation of existing data/studies
- Consultation with PCCs (May 2016)
- Stakeholder workshop (June 2016)
Qualitative consumer research
- Subject: Consumer experience with current labelling
- In this study (SynapsesQuali, June 2016) 30 face-to-face interviews were conducted, in three countries (Belgium, Spain and Poland). The interviews took 1h45 each. All 30 panellists were buyers and users of household cleaning products, and were recruited from a mix of consumer profiles. The study included a deep dive discussion on back labels of detergent products, focusing on safety perception, ranking of hazards, and what to do in crisis scenarios.
- The panellists generally did not like the current product back labels, because of their information overload and difficult-to-understand content. Hazard perception, safe use anfd first-aid behaviour were mainly driven by prior knowledge and experience, rather than by the labels.
- see poster and summary slides
Quantitative consumer research
- Subject: Effectiveness to convey the safety message of current and alternative labelling; consumer comprehension of safe-use icons and regulatory pictograms
- An on-line consumer research study with 1800 respondents in four countries across Europe (Poland, Sweden, France, Spain) was conducted by InSites Consulting (March 2017). Three label executions were compared including more graphical alternatives to the current approach. Comprehension and ‘stickiness’ of label elements was assessed using open questions as wel as ranking exercises. Also, the expected behaviour in case of an accidental exposure was investigated. Separately, comprehension of the A.I.S.E. safe use icons was tested by mean of the stringent GHS methodology (based on open questions), and benchmarked relative to key CLP/GHS pictograms.
- Respondents preferred the simpler labels versus the current approach. Safe use practice appears to be determined mostly intuitively, rather than from the label. Indeed only limited differences could be seen between the label options, and respondents did not appear to read the label content in detail. Nevertheless, consumers appreciate that useful safety information is present on the label. The most important A.I.S.E. safe use icons were adequately understood - especially ‘keep away from children’ was better understood than the tested CLP pictograms.
- see summary, full study report, and full PPT report with detailed results.