EU top court rules in favor of vegan labeling

Manufacturers of plant-based protein foods can’t be prevented from using terms such as “sausage” and “burger,” according to the European Court of Justice

EU member states cannot restrict manufacturers of plant-based protein foods from using terms traditionally associated with products of animal origin, according to a European Court of Justice (ECJ) ruling. 

Published on the ECJ website on Friday, the ruling says that as long as the ingredients of these products are clearly labeled and not misleading, manufacturers are free to use commonly understood terms to market their products.

The ECJ indicated that the ruling came in response to a 2022 decree by the French government designed to ban the use of meat-related terms such as ‘veggie burgers’ or ‘vegan sausages’ for plant-based products. That decree argued that consumers might be confused or misled by such labels.

The French decree was later contested by the European Vegetarian Union, the Vegetarian Association of France, the association Proteines France, and the company Beyond Meat.

In 2023, the four entities asked the French Council of State to annul the contested decree, which they said was in conflict with EU-wide regulations, and the matter was referred to the ECJ.

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The ECJ ruling said that EU law “adequately protects consumers” including in situations where “the sole component or ingredient which they may expect to find in a food designated by a customary name or a descriptive name containing certain terms is wholly replaced.” 

The EU court stressed that its decision did not affect a member state’s right to enforce consumer protection rules where marketing is considered misleading.

France was the first EU nation to introduce measures against plant-based meat labels, saying more transparency was needed, as demand for vegetarian and vegan products grows.

Last year, Italian lawmakers also targeted the plant-based industry, with lawmakers proposing banning the production and sale of cultivated meat.

EU policy manager at the European Vegetarian Union, Rafael Pinto, praised the ECJ decision, stating in a press release: “This marks an important step in guaranteeing that consumers have accurate and transparent information about the products they purchase.” 

The ruling will also “discourage other EU countries from attempting to enforce name bans that are ultimately counterproductive, self-damaging, and create greater consumer confusion,” he concluded.