AM171 was challenged by almost half one million shoppers in a petition began by ProVeg Worldwide.

AM171 was voted in favour by European MEPs, claiming that plant-based merchandise with descriptions equivalent to ‘creamy’ and ‘different to dairy yoghurt’ will be “complicated” for shoppers.

If passed, descriptors such as ‘yoghurt-style'- and ‘cheese alternative' could have been forbidden. Furthermore, the legislation aimed to prevent brands from using packaging styles similar to their animal counterparts – such as butter blocks and milk containers. 

Science-based claims that compared vegan foods to animal products, aka ‘half the carbon emissions of dairy butter’ would also have been banned. 

Louise Davies, Head of Campaigns, Coverage, and Analysis for the Vegan Society stated “This was merely a try by the dairy business to carry again the rise of the vegan motion”.

A win for 'common sense'

Jasmijn de Boo, Vice President, ProVeg International celebrated the ‘common-sense victory’.

“Citizens, industry and experts have spoken and the EU listened. It would be absurd to censor plant-based products at the same time as telling consumers to switch to a plant-based diet. Imagine censoring electric cars or recycled paper. We applaud the EU for its clear-sightedness under immense pressure from environmentally reckless interests,” she said.

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