EU Commission Proposes Ban Of 29 ‘Meaty’ Words For Plant-Based Foods

The European Commission has proposed a ban on 29 "meaty" terms in marketing for plant-based products, arguing that meat exclusively refers to the edible parts of an animal. Common terms like beef, pork, and chicken would be prohibited, but terms like steak, sausage, and burger are notably absent from the proposal. Despite concerns about consumer confusion and nutritional miscommunication, research indicates that people are generally not confused or concerned by meaty labels on plant foods.

Various countries have attempted to ban the use of meat-related words for plant-based foods, with mixed results. A previous attempt in the European Parliament was defeated in 2020, and a Swiss court ruled in 2023 that vegan meat labels are not deceptive. The European Court of Justice recently struck down a French bid to ban meaty language on plant-based foods, prohibiting all EU member states from enacting similar bans.

Overall, the debate over meaty words on plant-based products continues, with industry lobbyists advocating for tighter restrictions on marketing and labeling. Despite the pushback, the popularity of plant-based meat products continues to grow in Europe, particularly in countries like Germany, France, and Italy.