According to Assistant Administrator Steve Owens in the press release:
“EPA’s DfE Program helps empower people to choose products that are safer for their families and our planet. The DfE program provides important information about the safety of certain products that contain chemicals and gives consumers confidence that DfE products meet rigorous requirements.”As part of the DfE program, EPA "conducts a scientific evaluation to ensure that candidate products are formulated from the safest possible ingredients," then works with manufacturers to find safer alternatives. The DfE label "means that EPA has screened each ingredient for potential human health and environmental effects and that the product contains only ingredients that, in EPA’s scientific opinion, pose the least concern among chemicals in their class."
More information on the DfE Safer Product Labeling Program and Standard for Safer Products can be found at: http://epa.gov/dfe.