Labelling knowledge initiative: Reflecting on policy instruments

There are many ways to implement policies concretely: translating strategies, action plans, objectives, and targets into artefacts that bring policies into people’s everyday lives. Labels are one among others, such as quotas, bans, rules, fines, and information campaigns. 

What is particularly appealing about labels is that they are: visual, everywhere, simple and direct. They help people recognise and make decisions that align with their personal objectives and values. They are like decorative stickers; they allow products to express their personality, stand out, and attract attention. Categorised as “soft”, “symbolic”, or “sermons”, labels are often part of policy mixes, and their power to drive change in short time frames is limited, often raising questions about the cost of their implementation and the impact they generate. This perspective completely underestimates the immeasurable impact of everyday aesthetics in people lives and the power of a visual culture.  

There has been substantial interest in using labels to implement EU policy objectives, such as reducing landfill waste, improving public health, enhancing cybersecurity, and protecting consumer rights, thereby supporting informed decision-making. However, this increasing interest in labels also reveals several challenges during the policymaking cycle and implementation. 

What is it?

The Labelling Knowledge project is an internal organisational transformation initiative by the EU Policy Lab to support the development and implementation of labels as policy instruments and to create a space for critical thinking on their use, as these policy instruments become a popular regulatory tool. 

Why?

1. PROLIFERATION OF EU LABELS

The Commission has implemented at least 13 labels, with about 10 others under development, a dozen under discussion at the EU level, as well as many others at national level, creating harmonisation pressure. 

2. NEED FOR (MORE) INTERNAL ORGANISATION

Knowledge and practice sharing between labelling projects is neither systemic nor institutionalised. Participatory, prototype-based visualisation methods, future-oriented, and behavioural science methodologies are not widely known or democratised. 

3. STRIVING FOR POLICY COHERENCE

Labels have become a popular regulatory tool for achieving policy objectives. This raises concerns about overlapping between labels, over-labelling, and barriers to the single market. 

4. PUTTING CONSUMERS’ NEEDS FIRST

In the context of disinformation, attention scarcity, and the need to inform people clearly and effectively for decision-making, label overuse could be an issue. 

5. USING SCIENCE FOR POLICY

Evidence-based and participatory development of labels, as well as the research on how these labels are designed, implemented, and evaluated remain underdeveloped and not systematically published. 

For whom? 

The Labelling Knowledge initiative is designed initially for policymakers and scientists working on implementing EU labels, ongoing projects for upcoming EU labels, and those considering labels as policy instruments. It also targets EU policymakers responsible for internal policy coherence, European Commission internal processes and procedures, and those working on policies interacting with labelling initiatives. 

What are we doing? 

The project is structured around three complementary and interconnected pillars, mobilising different design practices (visual, participatory, and research), each with specific objectives, timeframes, and organisational scales for reflection on policymaking. 

1. SHARING & GATHERING

   Facilitate knowledge-sharing and mutual learning within and beyond the European Commission on research, design, implementation, and evaluation of labels.
   (Short term, project scale)
    

2. MAPPING & CONNECTING

   Map and make visible the internal labelling work to connect and ensure policy coherence. 
   (Mid-term, organisational scale)

    

3. LEVERAGING & ACTING 

   Create a space to reflect on the use of labels as policy instruments, policymaking process and better regulation. 
   (Long term, policymaking scale)

What has been done so far? 

Knowledge sessions and workshops with the policymakers  

• Literature Review on Information Design on labels (see the dedicated blog post here), including a visual database, and 7 practices for policymakers working on labels 
• A mapping of 40 labels, providing an overview and playful engagement tool to share knowledge, map and connect labels, and reflect on internal alignment. 

What’s next?

After experimenting with a small-scale initiative, the next steps for the project are to raise awareness and reach broader internal audiences at different levels of decision-making. We will spark meaningful conversations on this topic and create connections with other policy instruments, ensuring more coherent and aligned policies.

Interested to join the conversation? 

JRC_DESIGN_FOR_POLICYEC [dot] EUROPA [dot] EU (Contact us)