In a major vote this week, MEPs decided by a margin of 355-247 to restrict product terms such as "burger" and "schnitzel" exclusively for meat products.
If the measure is implemented, common vegetarian products like veggie burgers, soy steak, and vegetable schnitzel may need to change their names throughout EU markets.
However, before the ban to be enforced, it needs to gain approval from a majority of the 27 EU countries, which remains far from certain.
Supporters contend that consumers require transparent information and that traditional names should exclusively refer to items derived from animals.
"A steak and sausages represent goods from animal farming: not from laboratory art nor vegetable sources," stated French MEP Céline Imart.
Critics, led by environmental lawmakers, described the decision populist tactics.
"Plant-based burgers, wheat schnitzel and tofu sausage do not confuse shoppers, only certain lawmakers," said Austria's lawmaker Thomas Waitz.
This marks another attempt to regulate these names. The European parliament rejected a comparable ban in four years ago.
The French government previously introduced a domestic ban on traditional names for vegetarian products in 2020, but the European court of justice ruled it illegal under EU law in 2024.
Major Germany's retailers such as Aldi and Lidl oppose the measure, warning that changing established names would mislead shoppers.
Consumer groups cite research showing that most shoppers understand these names when items are clearly identified as vegan.
"Nearly seventy percent of shoppers recognize the terminology provided products are clearly labelled plant-based," noted Irina Popescu, a consumer expert at BEUC.
This proposal now requires review by EU member states, where it must obtain broad approval to be enacted.
Considering the divided views within both politicians and the public, the outcome of the proposal is still uncertain.
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