Lobbyists in Europe have been attempting to restrict the labelling of plant-based products, such as preventing them from using terms like "burgers" or "sausages". However, recent developments in countries like the Czech Republic and France indicate a shift in favor of plant-based companies. In the Czech Republic, plans to restrict labelling were abandoned due to consumer and industry backlash, while in France, decrees preventing the use of terms like "steak" or "sausage" were annulled by the Court of Justice of the European Union.

Despite some victories, challenges remain, such as increased labelling restrictions in Italy. However, there is hope for change as the Italian government has shown a willingness to revisit these restrictions. Global CEO of ProVeg International, Jasmijn de Boo, encourages governments to focus on supporting societies in promoting greater consumption of healthy and sustainable plant-based foods, emphasizing the need for comprehensive Action Plans for Plant-Based Foods to create a future food system that is healthy, tasty, and climate-friendly.