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The EU’s highest court has upheld a ruling permitting plant-based food manufacturers to employ traditional names associated with meat products, like “burger” and “sausage”, provided that ingredient composition is transparently disclosed. Following a contentious legal dispute over labelling regulations for vegetarian and vegan products, this ruling cements the widespread adoption of using recognisable meat-related terminology to promote plant-based alternatives.
The European Court of Justice received an appeal to clarify EU legislation following France’s 2021 introduction of a law designed to prohibit the use of meat-related nomenclature for plant-based goods. The French government has banned terms like “vegetarian burger” and “plant-based sausage”, citing concerns over consumer confusion. Despite concerns from advocacy groups like the European Vegetarian Union and the Association Végétarienne de France, who contend that the law contradicts broader EU guidelines on food labelling.
The French Council of State forwarded the matter to the European Court of Justice (ECJ), which subsequently delivered a verdict permitting plant-based food producers to employ meat-related terminology, provided that the product’s constituent parts are transparently disclosed.
The European Union’s highest court has clarified that national governments may establish legal definitions for foodstuffs; however, they are prohibited from imposing broad prohibitions on utilising universally recognised descriptive terms like “steak” or “escalope” to describe plant-based products, provided the product’s composition is transparent and accurately disclosed. While the court’s decision doesn’t preclude nations from upholding consumer protection regulations, it does suggest that marketers can continue to employ tactics that might be perceived as misleading without fear of legal retribution.
As Rafael Pinto, EU policy manager at the European Vegetarian Union, hailed the verdict, he underscored its potential to foster the development of plant-based options, harmonizing with environmental objectives. “Through transparent food labelling, we empower consumers to make informed choices about plant-based options, driving the EU’s transition to a more sustainable future, fostering competitiveness, and spurring innovation.”
The impending ruling is likely to have far-reaching consequences for the European Union as a whole, but will be of particular significance to nations such as Belgium and Italy, where lawmakers were already contemplating introducing legislation akin to that in France. The European market is witnessing a surge in demand for plant-based protein products, with regulatory bodies providing crucial guidance on their marketing and distribution within the Single Market.
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