cycle approach through a number of measures on both the supply (product design) and demand (consumption) sides. As such it is an important step beyond both the prevailing end of pipe strategies (focused on cleaning up point-source pollution) and the middle of pipe initiatives (in cleaner production and pollution prevention). The consumptionside measures work with the ways customers choose, use and discard products, while also providing feedback to product designers and developers on the production side. There, at the front of the pipe, IPP tackles product design factors that most determine ultimate environmental burdens (Charter et al., 2001). While it had its processors in national initiatives, IPP itself dates only from the late nineties; notably a 1998 Ernst and Young report, and a 2001 European Commission Green Paper. Some of the areas it is trying to influence are managing wastes (e.g. take-back obligations); green product innovation (e.g. stimulating research and ecodesign); creating markets (e.g. public procurement); transmitting environmental information (e.g. ecolabelling, product declarations); and allocating responsibility (e.g. producer responsibility) (Charter et al., 2001; European Commission, 2004). It uses both voluntary and mandatory measures on both supply and demand sides. Table 6 summarizes many of the instruments in the IPP policy toolbox. What makes IPP relatively unique in going beyond many existing national varieties of environmental product policy (EPP) is that it does not see itself as a standalone policy, but a framework to be integrated into existing EU economic and environmental policy. In addition, IPP is ambitious about the extent of its economic impact. According to Frieder Rubik (2001, p.225), The strategy of an Integrated Product Policy is to stimulate a total environmental market transformation; and is not restricted to some market niches.