Brussels, Belgium — October 2025

This July, the European Commission reignited a long-running debate over food labeling by proposing a ban on 29 meat-related terms—including “beef,” “chicken,” “bacon,” “ribs,” and “breast”—for plant-based food products. The proposal would define “meat” strictly as “the edible parts of an animal,” and could even extend to familiar terms like “burger” and “sausage” if a related amendment from the European Parliament is adopted.

The Commission claims the move will “enhance consumer transparency” and preserve the “cultural and historical significance” of meat terminology. But critics argue the measure risks confusing, rather than clarifying, consumer choices—while undermining Europe’s sustainability goals.

And it’s not just meat alternatives under fire. Discussions are also underway about expanding restrictions on fish alternatives, as well as tightening existing bans on dairy-related terms such as “milk” and “yogurt” for plant-based products.

What’s at Stake

Consumer confusion isn’t the issue.
Research shows consumers know what they’re buying. A survey by the European Consumer Organisation found that up to 80% of people are comfortable with terms like “veggie burger” or “plant-based sausage” when labeling is clear. Forcing companies to invent new names could actually cause more confusion, not less.

Economic harm to a booming sector.
Europe leads the world in the plant-based meat market, which is valued at €2.7 billion in 2024. The ban could deal a heavy blow to an industry that supports farmers, creates jobs, and provides consumers with more sustainable choices. Costly rebranding and reduced adoption could slow its growth.

More EU bureaucracy, less innovation.
Rather than simplifying food labeling, the proposal adds new hurdles for companies and entrepreneurs. Critics say it risks stifling competitiveness and innovation across Europe’s food sector.

A setback for sustainability.
Plant-based foods play a critical role in reaching EU climate, health, animal welfare, and food security targets. Restricting how they are marketed sends the wrong signal at a time when accelerating the transition to sustainable diets is more urgent than ever.

Why Now?

The push for restrictions comes despite the European Parliament rejecting similar proposals in 2020, when lawmakers concluded that consumers are not misled by terms like “veggie burger.” Even the Commission itself has previously acknowledged that existing laws are sufficient. A ruling from the European Court of Justice further confirmed that current regulations adequately protect consumers.

So why is this ban back on the table? Critics say the move reflects pressure from powerful meat industry lobbies rather than genuine consumer needs.

Advocates are urging EU lawmakers to:

• Withdraw the proposed ban on 29 meat-related terms for plant-based foods, including the amendment targeting “burger” and “sausage.”
• Respect legal precedents that affirm transparent, consumer-friendly labeling.
• Support innovation and sustainability by fostering a level playing field for plant-based products, empowering consumers to make climate-friendly choices.

Europe is at a crossroads. Will it embrace the future of food, or hold back progress with outdated restrictions?

Now is the time to make your voice heard!

Contact your Member of the European Parliament and urge them to oppose this unnecessary ban and stand up for clear labeling, consumer choice, and a sustainable food future.

If you represent an organisation sign the open letter at noconfusion.org
OR
If you are an individual EU citizen sign the petition:
https://weplanet.yourmovement.org/p/noconfusion-petition