‘This isn’t about plant-based vs seafood,’ said Europêche managing director Daniel Voces. ‘It’s about truth in advertising.’
Europêche has welcomed the recent publication of the European Parliament study Labelling of plant-based seafood substitutes – Scope and issues at stake, which highlights the rapid growth of plant-based seafood alternatives and the labelling challenges they pose for the EU fisheries sector.
This deminstrates the widespread use of misleading marketing strategies and recommends updates to EU labelling laws to ensure consumers receive accurate information. In particular, the report advises banning the use of commercial names for aquatic species on products that do not contain seafood, a step that would effectively prevent consumer deception.
‘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,’ Daniel Voces said, commenting that as plant-based substitutes have made a splash in the food industry, seafood is no exception.
‘The study rightly shines a light on a growing concern for fishers, retailers, regulators, and above all – consumers: what’s on the label, and is it telling the full story?’
Europêche strongly supports the study’s core recommendation that food labels must clearly differentiate plant-based substitutes from real seafood, avoiding misleading names and imagery that could confuse shoppers. Numerous products use fish species names, seafood-related terms, and even pictures of genuine fish, all without actually containing any.
The report also highlights that 45% of products analysed use invented names suggesting a link to seafood, with only 13% providing enough information to clarify what the product actually is. This ambiguity conflicts with the EU’s own Food Information to Consumers (FIC) Regulation, which states that food must not mislead, especially when it comes to nature and identity. Europêche agrees with the study’s call to go beyond vague ‘plant-based’ or ‘vegan’ labels, encouraging clear information on main ingredients, country of origin and level of processing. This is particularly vital in a market where the health halo around plant-based can mask the reality. Namely, that many of these products are ultra-processed, high in salt or fat, and contain allergens or imported ingredients.
‘We have no issue with new food products,’ he said.
‘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.’
