COMMISSION OF THE EUROPEAN COMMUNITIES 
Brussels, 09.03.1998 
COM(1998) 133 final 
COMMUNICATION FROM THE COMMISSION TO THE COUNCIL 
on a programme of measures to promote the use of flax fibre for the period September 
1998 to August 2000 

COMMISSION COMMUNICATION TO THE COUNCIL 
on a programme of measures to promote the use of flax fibre for the period September 
1998 to August 2000 
PURPOSE OF THE COMMUNICATION 
1. Article 2 of Council Regulation (EEC) No 1308/70 on the common organisation 
of the market in flax and hemp,1 as last amended by Regulation (EC) No 
3290/94,2 lays down that two types of Community measure may be taken to 
promote the use of quality European linen: information campaigns and the search 
for new outlets and improved products. Such measures are to be adopted by the 
Commission, which will inform the Council of the programme which it intends to 
implement. 
2. This communication relates to the programme of measures which the 
Commission plans to implement during the period from September 1998 to 
August 2000. 
REASONS FOR THE PLANNED MEASURES 
The independent assessment of the previous programme (1995-97) showed that 
promotion of the mark identifying a quality innovative product is an essential means of 
retaining the place of quality European linen in the textile sector and improving its 
market position. This evaluation stressed the following points: 
- an effective promotion campaign should centre on consolidating the 'Masters of 
Linen' collective mark; 
- consolidating the collective mark as the yardstick for quality European linen requires 
it to be defined: in this instance it is the innovative aspects (touch, look, weight, 
natural fibre, ease of care and, for part of the market, crease-resistance) which should 
be stressed. Some of these features have already been defined while others are being 
investigated; 
- there is a considerable lack of information about the mark in the distribution sector. 
These considerations constitute the guidelines for the forthcoming campaign. As a result, 
attention will focus principally on promoting the image of quality European linen and the 
'Masters of linen' collective mark (public relations and events). These priorities will be 
supported by the use made of the results of research into innovative features. 
1 OJL 146, 4.7.1970. 
2 OJL 349, 31.12.1994. 
As a result of the market analysis and the evaluation referred to above, the Commission 
considers it necessary to ensure continuity in the information campaigns on European 
quality linen: 
I. The strategy of enhancing its image on the basis of recognition of and familiarity 
with the 'Masters of Linen' mark identifying quality European linen must 
continue if it is to be fully effective. 
II. The presence of quality European linen identified by its collective mark at the 
most significant textile trade fairs is a determining factor in the strategy referred 
to above. 
III. The information gap in the distribution sector needs to be filled by appropriate 
public relations exercises. 
IV. It would seem sensible to respond to a less favourable situation for flax, 
particularly as a result of greater competition from China and central Europe, by 
pursuing efforts to consolidate the presence of quality European linen in the 
textile trade through continuation of the existing promotional programmes. In 
general terms, however, this situation contains opportunities for promoting a 
return to natural fibres. 
V. Competition from poor-quality products at very low prices constitutes a challenge 
to quality European linen which can be met only through greater efforts in the 
field of information. 
FINANCING 
The campaign for 1998-2000 is expected to cost ECU 7 million, divided into two equal 
instalments of ECU 3.5 million each for 1998 and 1999. 
MEASURES PROPOSED 
In view of the reasons set out above and the evaluation referred to, the Commission is 
planning to implement the following measures relating to information, dissemination of 
the results of research work and evaluation. These measures will be carried out both 
within the European Union and in the United States of America, where earlier 
programmes should be continued. Sales are highly dependent on the North American 
market which, it is estimated, accounts for 50% of the final consumption of quality 
European linen. Between 1990 and 1996 that Community exports to that market grew by 
23% for cloth and 25% for household linen. 
Information campaigns 
Public relations 
1. For the reasons indicated above, enhancing the image of quality European linen in 
the creative sector (weavers and designers) is one of the priority objectives of this 
programme. The attention of the target group should be drawn to linen through public 
1 
relations campaigns aimed at weavers and designers centred on communications events 
such as fashion shows and competitions for designers. 
Budget: ECU 2 500 000 (EU ECU 2 000 000; USA ECU 500 000) 
2. The continuing promotion of the 'Masters of Linen' collective mark among 
distributors is also a priority. It will be pursued through measures aimed at weavers and 
garment manufacturers as well as distributors. These measures will result in information 
to consumers. 
Budget: ECU 900 000 (EU ECU 700 000; USA ECU 200 000) 
Events 
1. Enhancing the image of European linen should involve conferences and 
participation in seminars and events concerned with fashion or the decorative arts. 
Budget: ECU 700 000 (EU ECU 400 000; USA ECU 300 000) 
2. In addition, adequate resources, some of which have been used hitherto, such as 
fashion notes, participation in seminars, stands at the major textiles fairs (to be held 
during the period of this promotional programme) and the materials library, will still be 
required to support supply. 
Budget: ECU 1 100 000 (EU ECU 900 000; USA ECU 200 000) 
Advertising 
The Commission takes the view that it should continue to support promotional measures 
by means of appropriate advertising in the principal trade journals, together with 
attendance at the textile trade fairs and the various public relations campaigns aimed at 
distributors. Publicity aimed at the trade will use the leading professional media covering 
textiles and clothing in Europe and the United States. 
Budget: ECU 500 000 (EU ECU 350 000; USA ECU 150 000) 
Education 
The Commission intends to continue the measures it has been pursuing hitherto in this 
field. They will be based on updated versions of a technical brochure and a technical 
video, a video for the distributive trade and a CD-ROM and will take the form of lectures 
to teachers and students in technical schools, technicians and distributors. 
Budget: ECU 400 000 (EU ECU 300 000; USA ECU 100 000) 
Exploitation of the results of research 
These measures are intended to exploit improvements in product quality through applied 
research groups including technical centres, weavers and finishers. They will result in 
information for the trade. 
Budget: ECU 600 000 (EU ECU 500 000; USA ECU 100 000) 
Evaluation 
The Commission will engage an independent consultant to carry out an independent 
evaluation of each of the schemes. 
Budget: ECU 300 000 
MISCELLANEOUS 
1. The Commission will ensure that the Community financial contribution is 
mentioned in all promotional material produced and circulated and at any event or 
in any communications in connection with the promotional programme. 
2. The Commission reserves the right to review this programme and make 
adjustments to it in the light of the overall evaluation to be carried out in 1998 of 
all promotional programmes which it manages. Changes or adjustments may also 
be required as a result of budgetary restrictions or information received 
concerning the results of the interim programme now under way. In the event of 
significant changes, the Council will be informed immediately. 
SUMMARY TABLE OF PROPOSED MEASURES 
(in ecus) 
Buigejt % 
Information campaigns 
1. Image development 
2. Promotion of quality mark 
3. Events 
4. Support for supply 
5. Advertising 
6. Education 
Exploiting the results of research 
Evaluation 
TOTAL 2 500 000 36 
900 000 13 
700 000 10 
1100 000 15 
500 000 7 
400 000 6 
600 000 9 
300 000 4 
7 000 000 10( 

ISSN 0254-1475 
COM(98) 133 final 
DOCUMENTS 
EN 03 02 10 
Catalogue number : CB-CO-98-134-EN-C 
ISBN 92-78-31776-4 
Office for Official Publications of the European Communities 
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