The paper considers relative standards which Limit the level of emissi
ons per unit of output. The representative firm is characterized by a
cost function describing the actual production process, a separate aba
tement technology, and the fact that (gross) emissions are proportiona
l to output. At first, the implications of a relative standard and of
its marginal change for a single firm are examined. It is shown that t
he standard cannot be replaced by a corresponding tax. Afterwards a po
sitive analysis is performed for an industry consisting of identical f
irms under perfect competition. Comparative statics are used to analyz
e the impacts of changes in the relative standard in a short-run and l
ong-run equilibrium. It turns out that the standard always possesses a
price effect. Moreover the relevant factors which govern price, quant
ity, and profit changes are revealed. Then the paper characterizes the
optimal standard for the same framework. A main result is that the fi
rst-best allocation can never be obtained by means of a relative stand
ard, even if firms are identical. The influence of the demand and supp
ly side on an optimal standard can be demonstrated since the underlyin
g model is simple and transparent. The resulting market price is compa
red to social marginal costs. Finally the investigation is extended to
monopoly and symmetric oligopoly.