New study urges clearer labelling for plant-based seafood substitutes; European fishermen call for truth in advertising to protect consumers
A new study is prompting calls for a significant revamp of labelling regulations for plant-based seafood substitutes, aiming to combat consumer confusion and ensure “truth in advertising.”
The report highlights growing concerns among fishers, retailers, regulators, and consumers regarding misleading product names and imagery.
“This is not about plant-based vs. seafood,” stated Daniel Voces, Managing Director of Europêche, a leading association representing European fishermen. “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 supports the study’s core recommendation: that food labels must clearly differentiate plant-based substitutes from real seafood. This includes avoiding misleading names and imagery that could deceive shoppers. The current market sees numerous products using fish species names, seafood-related terms, and even pictures of genuine fish, despite containing no actual seafood.
The report, titled “Labelling of plant-based seafood substitutes – Scope and issues at stake” by the European Parliament’s Fisheries Committee (PECH), further reveals that 45% of analysed products use invented names suggesting a link to seafood. Worryingly, only 13% provide sufficient information to clarify the product’s true nature. Such ambiguity, the report argues, conflicts directly with the EU’s own Food Information to Consumers (FIC) Regulation (Regulation (EU) No 1169/2011), which mandates that food information must not mislead, particularly concerning its nature and identity.
Promoting Healthy, Authentic Food
Europêche aligns with the study’s call for labels to move beyond vague “plant-based” or “vegan” descriptors. Instead, they advocate for clear information on main ingredients, country of origin, and level of processing. This is particularly crucial given that the “health halo” often surrounding plant-based products can obscure the fact that many are ultra-processed, high in salt or fat, and may contain allergens or 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.”
A Level Playing Field
To safeguard consumer trust and uphold Europe’s high food standards, Europêche fully endorses the report’s main recommendations and urges EU policymakers to take concrete action:
- Amend the FIC Regulation: Prohibit the use of fish species names on products that do not contain seafood.
- Enforce Stricter Labelling Rules: Mandate clear ingredient listings and processing information for plant-based substitutes.
- Promote Authentic EU Seafood: Implement a dedicated Action Plan for Blue Foods to highlight the value of genuine seafood.
Source: Europeche