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Procter and Gamble (P&G) has launched its own eco-label, in conjunction with four environmental organisations, to help "promote sustainable living".

The Future Friendly label is a response to findings that 64% of Britons want to lead more sustainable lives but are "not sure" how to go about it.

A P&G spokeswoman said the new label acted as a "signpost" for consumers to recognise products that "help them be more environmentally friendly".

In March, the Carbon Trust launched a label showing a product's carbon footprint from source to store in conjunction with Walkers, Boots and Innocent.

Future Friendly is "not a carbon label", but recognises the company's "efforts at making their products better for the environment", said Matthew Wright, director of customer insight at the Energy Saving Trust.

P&G already displays the AISE "sustainable cleaning" logo in line with the charter of the international association for soaps, detergents and maintenance products.

Signatories must independently prove they take sustainability into account in their development and manufacturing processes.

The Future Friendly logo is initially being rolled out on Lenor, Ariel, Fairy and Flash all-purpose cleaner, but P&G hopes to extend it to other brands.

Click here for more information on Future Friendly.