The article studies the opinions of paper producers in Finland and Norway and Finnish power producers about the eco-labelling of electricity and its possible effects on pulp and paper industry. The point of departure in the study is how large industrial consumers mediate concerns of environmental issues to the producers. Based on interviews of environmental, energy/power and marketing sector representatives of the companies the article analyses different views related to the criteria of green labelling, green electricity and papermaking, energy sources as image sources, environmental image of papermaking and the threats and opportunities the companies face in the changing international context. The analysis of the interviews is contextualised in the endogenous market based regulation framework of electricity market regulation.