Member countries and legislators of the European Union (EU) have reached a preliminary agreement concerning restrictions on the names of vegetarian foods. A range of terms associated with meat, over 30 in total, will be prohibited in marketing and product names for plant-based and vegan food products. Among the restricted terms are 'steak', 'bacon', and even the word 'meat'. However, names like 'vegetable burger', 'plant-based cutlet', and 'veggie sausage' remain permissible, as the proposal to ban these terms was rejected. The final decision still requires approval from 27 member states and the European Parliament.

Proponents of the ban, mainly European livestock farmers, argue that plant-based meat substitutes pose a threat to the status of the meat industry and mislead consumers regarding the nature of these products. According to French farmer and right-wing politician Céline Imart, as reported by Le Monde, this decision aims to protect livestock farmers from 'unfair competition'. Consumer advocacy groups, on the other hand, may view this regulation as an attempt to limit market choices for plant-based options, raising concerns about its impact on consumer rights.