Vegan campaigners have criticised the European Parliament’s decision to restrict “meaty” terms being used on plant-based food labels, calling the move “disappointing” and counterproductive to Europe’s sustainability and agricultural growth goals.

The proposal, adopted with 355 votes in favour, 247 against and 30 abstentions, would prohibit plant-based producers from using terminology, such as burger, sausage and steak, traditionally associated with meat products.

Not-for-profit organisation ProVeg International global CEO Jasmijn de Boo said the outcome was “disappointing”, arguing that it risks undermining the EU’s single market and the growth of a key agri-food sector.

“Plant-based foods are, and always will be, an essential part of EU agriculture, its economy and its growth,” de Boo said.

“Europe is the biggest consumer market globally for plant-based meat alternatives, which creates higher-value markets for pulses, soy, wheat, fungi, nuts, and vegetables — many already grown in Europe. There are both economic and environmental benefits to promoting, rather than restricting, the sale of plant-based foods.”

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ProVeg also noted that current EU legislation already prevents misleading food labelling, and that consumers are not confused by “meaty” descriptors for plant-based alternatives.

The organisation warned that the restrictions could introduce new administrative burdens across Member States, given the diversity of culinary traditions and languages within the EU.

The vote is not the first setback for the plant-based sector, which has been campaigning to retain the use of familiar product names for consumer clarity and marketing equality with traditional meat and dairy products.

In 2024, it was revealed dairy alternative brands might be forced to change their names if new rules banning dairy descriptors from plant-based products are enforced.

Under the then proposals, words such as “m*lk”, “cheeze” and “not milk” would no longer be able to be used on vegan products in a bid to limit confusion among shoppers.

The news came mere months after plant-based brand Oatly won a High Court battle against the UK dairy industry, allowing it to continue using the word ‘milk’ on its packaging.