Photo: Labelling of plant-based seafood substitutes - Scope and issues at stake/Europêche

New Study Calls for Overhaul of Plant-Based Seafood Labeling to Combat Consumer Deception

EUROPEAN UNION
Monday, June 30, 2025, 01:00 (GMT + 9)

Europêche Applauds Report Highlighting Misleading Marketing and Urges EU to Ban Use of Fish Names on Non-Seafood Products.

BRUSSELS – A recently published study by the European Parliament is sending ripples through the food industry, calling for an urgent overhaul of labeling rules for plant-based seafood alternatives. Europêche, the leading representative body for Europe's fishing sector, has warmly welcomed the study, "Labelling of plant-based seafood substitutes – Scope and issues at stake," which exposes widespread misleading marketing practices and recommends significant updates to EU law.

Main species imitated by plant-based substitutes

Source: Own elaboration from our database

Note: the vertical axis refers to the percentage of occurrences

The report, a crucial read for consumers, retailers, and regulators alike, shines a light on the rapid growth of plant-based "fish" and "shrimp" products, highlighting how their labeling often blurs the lines with genuine seafood. Crucially, the study advises a ban on using commercial names for aquatic species on products that contain no actual seafood, a move that would directly prevent consumer confusion and deception.

"This isn't about plant-based versus seafood," stated Daniel Voces, Managing Director of Europêche. "It's about truth in advertising. When a consumer picks up a product, they deserve to know exactly what it is, what it contains, and how it's made. This study provides a constructive roadmap to get us there."

Europêche strongly backs the study's core recommendation: that food labels must clearly differentiate plant-based substitutes from real seafood. Far too many products currently use fish species names, seafood-related terms, and even images of actual fish, despite containing none of these. The report's analysis found that 45% of such products use invented names suggesting a link to seafood, with a mere 13% providing sufficient clarifying information. This ambiguity directly contradicts the EU's own Food Information to Consumers (FIC) Regulation, which mandates that food labeling must not mislead, particularly regarding a product's nature and identity.

Promoting Authentic Nutrition and Fair Competition

The call to move beyond vague "plant-based" or "vegan" labels, urging clear information on main ingredients, country of origin, and processing levels, resonates strongly with Europêche. This transparency is particularly vital given that the perceived "health halo" around some plant-based options can mask the reality that many are ultra-processed, high in salt or fat, or contain common allergens and imported ingredients.

"We have no issue with new food products," Voces affirmed. "Innovation is part of our shared future. However, it’s important to call a spade a spade. European seafood remains one of the most nutritious, sustainable, and low-carbon animal proteins available. It is caught by skilled professionals, strictly regulated, and naturally rich in essential nutrients, including real Omega-3, not just added supplements."

To safeguard consumer trust and uphold Europe’s high food standards, Europêche fully supports the report's main recommendations and urges EU policymakers to take decisive action:

• Amend the FIC Regulation: Prohibit the use of fish species names on products that do not contain actual seafood.

• Enforce Stricter Labeling Rules: Ensure clear ingredient listings and processing information for all plant-based substitutes.

• Promote Authentic EU Seafood: Launch a dedicated Action Plan for "Blue Foods" to highlight genuine, sustainably sourced European marine and aquatic products.

Example of products with the genuine tuna (MSC-certified) version and the vegan/plant-based version.

Source: https://tonnoinsuperabile.com/. © Insuperabile

This push for clearer labeling aims to create a level playing field in the market, ensuring that consumers can make informed choices based on accurate and transparent product information.

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