Made in Norway

Introducing the Norwegian origin label

Norway is launching a country of origin label. It is a certification trademark designed to increase the competitiveness of Norwegian products and solutions on the international market.

Les på norsk

Red, white and blue Made in Norway label against a blue background

Who is behind the origin label?

In 2022 the Government took the initiative for a new national brand programme to increase the competitiveness of Norwegian business and industry. A key feature is a national labelling scheme under which Norwegian-produced products and solutions receive a recognised stamp of origin, sustainability and responsibility in the form of a country of origin label.

Why should you use it?

A stamp of approval

Not just any product or solution can bear the origin label. There are criteria that must be satisfied.

Man in winter clothes with frozen beard and eyelashes

The Norwegian advantage

Capitalise on the many positive associations the world has of Norway as a country of origin.

Stand out from the crowd

A reminder of the origin of your product or solution can have a differentiating effect on your brand and increase competitiveness.

Woman with headphones at a drawing table

Who is it for?

For products and solutions originating in Norway

For products and solutions that enable a sustainable future

For companies who take corporate responsibility seriously

Importance of origin in international branding

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“Our entire brand strategy for ‘Seafood from Norway’ is based on our Norwegian origin as a competitive advantage, and we build it around three pillars: nature, people and sustainability. We use Norway and our cold clear oceans in our marketing of Norwegian seafood because where we come from matters, or ‘origin matters’, as we say.”
Camilla Beck
Marketing Director, Norwegian Seafood Council
“We use our Norwegian origin in our communication. Both through communicating that we work with Norwegian designers, and through the narrative that we come from the ‘harsh north’. We actively use the fact that we have a lot of snow and a lot of weather in our communication to talk about the quality and functionality of the product. ”
Sonja Djønne
Founder, Heymat
“It is important to understand how the markets think about Norway…. What is it about Norwegian origins that can strengthen the brand? It can be quality, functionality and sustainability. It is important to clarify what role the origin should have and to work actively in relation to it.”
Magne Supphellen
Professor, Norwegian School of Economics (NHH)
“At Hydro we use our Norwegian origin as part of our branding strategy, but I think both we and other Norwegian companies can become better at utilising the potential here. It is about highlighting the values that lie in the Norwegian heritage…. A sustainable business life is one of our biggest selling points internationally.”
Hilde Kallevig
Head of Group Brand and Marketing, Hydro
“At Equinor we are very proud of our Norwegian origin. When we renamed the company, it was important to incorporate the Norwegian – nor – as part of the brand and our name…. The Norwegian origin evokes positive associations in our markets, and it has a lot to do with the fact that we are a country in whom people trust.”
Henrik Øinæs Habberstad
Head of Brand and Creative, Equinor

FAQ

In order to be granted a licence to use the origin label “Made in Norway”, a company must satisfy a set of criteria pertaining to its operations and the specific product or solution that will bear the label.
With regard to its operations, the company must satisfy basic principles of corporate responsibility. In the application form, the company must confirm that it conducts risk assessments/due diligence to avoid adverse impacts on people, society and/or the environment resulting from its operations and supply chain. The company must also confirm that it has an internal control system in place (such as guidelines, procedures, training, environmental management, etc.) for responsibly handling any identified risk of adverse impacts on people, society and/or the environment. It must confirm that it has ethical guidelines as well.
With regard to the specific product or solution that will bear the label, the company must first describe how the product/solution contributes to achieving at least one of the UN Sustainable Development Goals and indicate whether it causes any significant harm in relation to the six EU environmental objectives. The company must also describe why the product/solution has a place in a low-emission society.
Furthermore, the company must assess, describe and document how the use of the origin label does not constitute misleading marketing, which is prohibited according to Norway’s Marketing Control Act. This criterion reflects the basic principles of marketing law: marketing must be truthful.
Can international companies use the Norwegian origin label?
The Norwegian origin label is primarily intended for Norwegian companies whose products or solutions satisfy the criteria relating to origin, sustainability and corporate responsible.
Companies who are not registered in Norway but who satisfy these criteria will be assessed to determine whether the product or solution in question can in fact bear the Norwegian origin label.
Norway must increase mainland exports and make the transition to a green and sustainable future. This requires innovation and a willingness to change. Norway needs solutions that create new jobs, which in turn promote sustainable growth and boost exports.
In 2022, the Norwegian Government launched an export reform (Hele Norge eksporterer). The reform encompasses a number of measures, including a national brand programme. The national brand programme is comprised of several initiatives, one of which is this labelling scheme for products and solutions originating in Norway.
The origin label “Made in Norway” is intended to help Norwegian companies to draw attention to their country of origin and benefit from the positive values associated with Norway. A reminder of the origin of a product or solution can have a differentiating effect on a brand and make it more attractive – and competitive – on the international market. Companies that qualify to use the origin label may find that it helps them to build stronger brands and earn higher profits. In many markets, an explicit link to Norway may be very valuable;the origin label is a tool for achieving this.
There is also an advantage in standing together under one flag when expanding internationally. When a company licensed to use the origin label on its product/solution is successful, everyone on the “national team” will gain attention.
It is a general requirement – both in Norway and in other countries – that marketing is truthful and not misleading. This means, among other things, that facts such as origin must be documentable.
However, what is considered misleading marketing when it comes to claims of origin may vary from country to country. It is the company’s duty, not Innovation Norway’s, to ensure that the use of the origin label on its product/solution does not constitute misleading marketing in the countries in which the company is selling its product/solution. Just because the company has been granted a licence to use the origin label “Made in Norway”, there is no guarantee that label will not be considered misleading marketing in some countries.
During the first half of 2024 Innovation Norway will be conducting a pilot and testing out the criteria and fee levels in collaboration with business and industry in order to optimise the labelling scheme and ensure that it is an effective tool for increasing exports.
Once the pilot is concluded, the input from the participants will serve as a basis for adjusting the scheme. The aim is to open up the scheme for applications as soon as possible after these adjustments have been made, tentatively in Q2 2024.
Companies that satisfy the criteria for the origin label must pay an establishment fee as well as an annual licence fee. The licence fee is based on the turnover for the product or solution bearing the label.
Fee schedule
Turnover and fee per annum (NOK)
Up to 1 000 000 ->5 000
1 000 000 to 5 000 000 ->10 000
Over 5 000 000 ->50 000
Establishment fee: NOK 15 000
Please note that after completion of the pilot there may be changes to the fee schedule.
You have the opportunity to be one of the first companies to use the Norwegian origin label. Register your interest below.

Are you a pioneer? Be one of the first to use the Norwegian origin label!

Let us know if you are interested and we will get in touch.

Disclaimer: The labelling scheme is currently being piloted.