diff --git a/client/start_container_test.go b/client/start_container_test.go
index fff209a..5b009da 100644
--- a/client/start_container_test.go
+++ b/client/start_container_test.go
@@ -26,7 +26,7 @@ import (
 )
 
 const (
-	locationLabel = "com.google.containerz.location"
+	locationLabel = "net.openconfig.containerz.location.intended"
 )
 
 type fakeStartingContainerzServer struct {
diff --git a/server/start_container.go b/server/start_container.go
index 92ca152..57617be 100644
--- a/server/start_container.go
+++ b/server/start_container.go
@@ -25,7 +25,7 @@ import (
 )
 
 const (
-	locationLabel = "com.google.containerz.location"
+	locationLabel = "net.openconfig.containerz.location.intended"
 )
 
 // StartContainer starts a container. If the image does not exist on the target,