The Global Ecolabelling Network (GEN) in an international ecolabelling association. Third-party ecolabels serve as the consumer's assurance that the product is reliable and was produced according to professional standards. Labels such as these make up the GEN. Scandinavian and European labels such as the Swan, the Flower, and the Blue Angel are examples of labels that consumers can rely on. Comparable labels can be found all around the world, functioning as independent guarantees for environmentally friendly products. The sheer number of all these labels can be confusing, and some would probably think one is enough, but a number of comparable labels can lead to a dynamic competition.