The EU’s veggie ‘burger’ ban is also coming for Spain’s fish steaks

A controversial ban on calling plant-based patties “burgers” could have an unintended consequence: harming the seafood industry. 

As the debate over which proteins can be labeled “hamburger” and “steak” swirls across Brussels, no one is talking about how it would play out in the other 23 languages of the bloc. In Spanish, for example, the translated term for “steak” — a word the ban says can only apply to meat products — is “filete,” often used for cuts of fish.

Lawmakers and farm groups in favor of the ban say it will help clarify things for consumers, but it could end up causing confusion. 

Terms like “filete de lubina” (sea bass filet) and “lomos de atún” (tuna loin or steak) are common on fish labels, according to Daniel Voces de Onaíndi, managing director of Europêche. The EU seafood industry trade association backs the principle behind the veggie burger ban when it comes to blocking vegetables from using words associated with meat or fish.

But ambiguity about non-English terms could ensnare fish, Voces de Onaíndi noted with alarm. He called on EU negotiators to sort out the issue during interinstitutional talks on the broader legislation, which is related to the EU’s common agricultural market.

“We hope it could be clarified … that it refers exclusively to meat products, without negatively affecting or excluding traditional seafood packaging in other sectors,” he said. “Attention must be given to ensuring the linguistic consistency across all EU languages.” 

French MEP Céline Imart, who proposed European Parliament’s ban, did not respond to requests for comment.

A separate proposal from the European Commission bans more specific terms, like “wing” and “drumstick.”

Even in English, some of these “meaty” terms cross sectors. After all, anglophones eat “tuna steaks,” too. Will Nestlé have to update its famous Drumstick ice cream cones? (Unclear.) Will McDonald’s need to rename the Filet-O-Fish? (Probably not. “Filet” in English is still kosher for meat products.)

Consumer organizations say linguistic issues aside, the ban should be a nonstarter. 

“The term ‘sausage’ or ‘burger’ is about the shape of food, not what’s in there, and it shouldn’t be claimed by one industry alone,” said Olivia Brown, policy officer at Euroconsumers. 

She said the goal should be clear labeling that helps consumers understand what they’re eating. So, the `”veggie” part of “veggie burger” is more relevant for consumer clarity than eliminating “burger.”

A 2020 BEUC study found that consumers are not confused by the naming of veggie burgers or sausages, as long as they are identifiable as vegetarian.