When analysing price, performance and efficiency data for 15 consumer electronic and information and communication technology products, we found that in general price did not relate to the efficiency of the product. Prices of electronic products with comparable performance decreased over time. For products where the data allowed fitting the relationship, we found an exponential decrease in price with an average time constant of -0.30 [1/year], meaning that every year the product became 26% cheaper on average. The results imply that the classical approach of setting minimum efficiency performance standards (MEPS) by means of life cycle cost calculations cannot be applied to electronic products. Therefore, an alternative approach based on the improvement of efficiency over time and the variation in efficiency of products on the market, is presented. The concept of a policy action window can provide guidance for the decision on whether setting MEPS for a certain product is appropriate. If the (formal) procedure for setting MEPS takes longer than the policy action window, this means that the efficiency improvement will also be achieved without setting MEPS. We found short, i.e. less than three years, policy action windows for graphic cards, network attached storage products, network switches and televisions. (C) 2014 Elsevier Ltd. All rights reserved.