This standard promotes the improvement of environmental performance and characteristics of all kinds and categories of packaging; furthermore, it is a tool for the assessment and verification of the measures that an organisation has implemented in order to improve the packaging’s environmental profile.

This means that the standard does not prescribe the organisation how to achieve environmental performance, but rather presents a framework within which organisations apply eco-design principles to optimize the environmental performance of packaging while still maintaining fitness for use.
 
Life cycle assessment

The evaluation of the eco-packaging covers the whole life cycle - from the extraction of raw materials to the end of its life, and through the production processes, distribution and use. This prevents environmental issues from being transferred from one life cycle stage to another without being accounted for.

Eco-packaging is assessed against a a predefined set of environmental indicators and a "baseline performance" standard: measurement is not only about whether it meets basic criteria, but also how much better the results are in comparison with the baseline. This system calculates the gap between the measured values for the baseline (scenario in which there is no net change in the characteristics of the packaging) and those obtained as a result of changes made to the packaging.

This measurement is performed using the Life Cycle Assessment (LCA) methodology and conducted in accordance with ISO 14040, ISO 14044.

Experts from the private and public sector have been extensively consulted for the development of this standard and it has now been presented to LOA (Leading Organic Alliance) member organisations for them to consider its shared use.