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Woolly Bear work in order to offer the possibility to decide on more parameters than today’s market traditionally offers. Good marketing, factual and unbiased information and good agreements provides information about products and services in a way that can be understood by consumers. We aim to apply this through our specially customized label where all information about a product should be available for the consumer. This would enable consumers to make informed choices and decisions on consumption and purchases and to compare different products and services characteristics.Woolly Bear thus provides information on the social, economic and environmental impacts across the life cycle and value chain. We further see that this transparency plays an important role in customers decisions because that information may be the only data readily available to them.


Unfair, incomplete or misleading marketing and information may result in the purchase of products and services that do not meet the needs of consumers, resulting in a waste of money, resources and time and even can be dangerous for the consumer or environment. It can also lead to a decline in consumer confidence as consumers do not know who or what to believe. This can have a negative impact on the growth of markets for more sustainable products and services.

Woolly Bear will therefore:

  • Not engage in any activity that is deceptive, misleading, fraudulent or unfair, unclear or ambiguous, including omission of critical information.
  • Share relevant information in a transparent and accessible way, and allowing for comparison which in itself can be a starting point for consumers informed choices.
  • Clearly identify the sender of advertising and marketing.
  • Openly disclose total prices and taxes, terms of sale for products and services and delivery costs.
  • Strength assertions by providing underlying facts and information in a transparent and clear manner.
  • Not use text, audio or images that perpetuate stereotypes with respect to gender, religion, ethnicity, disability or personal relationships.
  • Consider first what is the best for vulnerable groups, including children, in advertising and marketing, and not engage in activities that are detrimental to their interests.
  • Provide complete, accurate, understandable and comparable information on the homepage and in unity with the applicable regulations concerning: all important aspects of products and services, including financial products and investment products, ideally into account the entire life cycle.
  • The key quality aspects of products and services based on standardized test procedures, and, if possible, compared with the average performance or best practice. The provision of such information should be limited to situations where it is appropriate and practical and which helps consumers.
  • Avoid health and safety aspects of products and services such as potentially hazardous use, hazardous materials and hazardous chemicals contained in or released by products during their life cycle.
  • Use agreements that:
    • is written in a clear, readable and understandable language.
    • do not contain unfair terms, such as the unfair exclusion clauses, the right to unilaterally change prices and conditions, the transfer of risk of insolvency to consumers or unduly long contract periods.
    • provide clear and sufficient information about prices, features, terms, costs and contractual duration and notice periods.