The Swan is the official Nordic Ecolabel, introduced by the Nordic Council of Ministers. Nordic Ecolabelling has the comission to promote a more sustainable consumerism with the goal of creating a sustainable society.
This is done by a voluntary license system where the applicant agrees to follow a certain criteria set outlined by the Nordic Ecolabelling in cooperation with stakeholders. These criteria include environmental, quality and health arguments. The criteria levels promote products and services belonging to the most environmentally sound and take into account factors such as free trade and proportionality (cost vs. benefits).
The Nordic Ecolabel now covers 70 different product groups, for which it is felt that ecolabelling is needed and will be beneficial. These days, everything from washing-up liquid to furniture and hotels can carry the Swan label.