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4: The Government’s Role—Regulation and EPA Activity 61

Such impediments to energy efficiency are not unique to data centers but
might be most pronounced in this sector. There is a long history of incentive
and informational programs to address barriers like these in other sectors—
for example, in government agencies and public and private utilities.
Although few current programs specifically target data centers, existing
energy policies and programs that promote high-efficiency buildings and
equipment—such as product labeling programs, commercial building tech-
nical assistance programs, financial incentives, and government procure-
ment—might be applicable to data centers. These programs include the
following:

■ Product labeling: Labels identify products that meet certain specifica-
tions for performance, including high-energy performance, based on stan-
dard methods for measuring energy efficiency. These labels can make
customers aware of the energy costs associated with their purchasing
decisions and encourage consumer acceptance and recognition of high-
efficiency products. The performance specifications that underlie the
labels form clear purchasing guidelines. This, in turn, encourages manu-
ptg
facturers to make increasing numbers of efficient products.
■ Commercial building technical assistance: The growth of data centers
is a relatively recent phenomenon, so best practices for design and opera-
tion are only recently developed. Technical assistance programs provide
information to facility designers and operators to help them effectively
incorporate energy efficiency in the design and operation phases for their
facilities. Newer practices in this area include establishment of whole-
building energy performance benchmarking. Technical assistance can be
provided by government agencies, electric utilities, professional organiza-
tions, and industry groups.
■ Financial incentives: Electric utilities and governments often offer
financial incentives to encourage investments in energy-efficiency
measures. Financial incentives help buy down the additional cost of
more-efficient products when initial product costs are higher than for
less-efficient products; help compensate for the increased effort needed
to learn about and locate energy-efficient equipment; draw attention to
technologies; and legitimize these technologies in the eyes of consumers.
The most active utility in the data center sector is Pacific Gas and
Electric Company, which offers incentives for server consolidation, among
other strategies. (See the PG&E discussion in Chapter 3, “Collaboration
Is Key for Green IT,” for additional details.)