The Dairy Ban or ‘Amendment 171’, saw a narrow majority vote by the European Parliament in October 2020, preventing imitation of dairy products by non-dairy products.
This result saw a rally of 21 campaign groups, climate activists such as Greta Thunberg, and large dairy-alternative food producers such as Oatly protest the amendment. A petition against Amendment 171 created by ProVeg has received over 400,000 signatures. Further discussion on the amendment between Council, the Commission and the EU Parliament will continue this year.
Currently dairy terms in the EU are protected by law to ensure integrity of dairy products and to reduce misleading claims by non-dairy products. “Imitation or evocation” of existing dairy products is banned, including terms such as “almond milk” or “vegan cheese”. Amendment 171 furthers this to censor all use of dairy-related language, packaging and imaging in the marketing of plant-based foods. This would see dairy-alternative food producers banned from using terms such as “yoghurt-style”, “creamy”, or packaging that resembles the traditional milk carton and yoghurt pot shapes.
A recent study published in the Journal of Animal and Environmental Law found no difference in consumer perception of products coming from animals, or not, when branding incorporates wording traditionally associated with animal products, e.g. “milk”. Furthermore, omitting these words can lead to confusion from the consumer on taste and use of the product. However, a nutritional aspect was not included in the study, which could provide interesting results in the consumers perception of the product’s nutritional benefit.
Whether the dairy industry secures exclusive rights to the use of dairy-related language or not, this discussion comes down to the consumer. At the heart of both arguments is the push for consumer awareness. Further awareness will allow consumers to make informed decisions on the products they are purchasing and the impact these have on the environment and their health. All of which feeds into the sustainability of us as individuals, communities and globally.