This chapter aims to assess whether the concept of sustainable consumption would support a reinterpretation of relevant trade law-namely EU and WTO rules-to allow robust and harmonious country-of-origin (COO) labelling. Some-but only some-consumers have a bias towards goods and services produced locally, which relatively recent opinion polling confirms. Nevertheless, 40 percent of the EU population, when polled, signals a willingness to pay more for goods 'produced under certain social and environmental standards', and roughly a fifth claim that the origin of products affects their everyday purchase decisions.A product's COO arguably works as a proxy for social and environmental standards in its production. COO is also material product information in itself, especially in light of product safety statistics. EU case law on the (discriminatory) requirements of COO indication has traditionally been interpreted as holding mandatory COO requirements to be 'obviously illegal'. To uphold national COO labelling measures, defences based on consumer protection and the fairness of commercial transactions have been rejected as 'equally applicable in form only'. This is despite the fact that a duty to disclose COO arguably already exists in EU law and the European Commission continues to pursue harmonised mandatory COO labelling rules for non-food products. Under WTO law, mandatory COO labelling-understood as information on processes and production methods (PPMs)-is a suspect category of trade barrier. Assessment of its lawfulness may fall under Article XX GATT and Article 2 of the Agreement on Technical Barriers to Trade (TBT). Hence the legality of mandatory COO labelling under both EU and WTO law remains unclear.