While the EU does have strict requirements for E-code brakes, some “lesser” pads - especially parts store Chinese or Indian pads can get that ECE-90 label(not surprisingly, since MAT’s Roulunds/Dan-Block division is an OE supplier to the Swedish and makes the old Duralast and current BrakeBest/Wearever lines). Wagner is bringing over British Ferodo or German Jurid(formerly Honeywell, now part of Federal-Mogul/Driv Automotive) pads for European applications(as long as you aren’t buying ThermoQuiets or OEx pads).
The Europeans have along been fans of semi-metallic pads. Now, low-metal friction is being used to be compliant with environmental regulations. Japanese/Korean/US OEM-style “ceramic” pads that use cohesion instead of abrasion is making its way with the European OEs. NBK, a longtime Toyota brake supplier owns Pagid(Hella distributes their aftermarket friction) and Textar. NBK, Akebono and Sumitomo(now Advics) pioneered “ceramic” NAO pads.