Plant-Based Meat Products: Can 'Meat' Be Used? Legal Issues of Labeling

Is "plant-based meat" really meat? A single word causing confusion among consumers became the subject of a legal debate.

Hello! Today, I want to tell you about an interesting legal dispute surrounding the word ‘meat.’ With the rise of the vegan boom, plant-based 'meat' products have appeared in supermarkets everywhere, and some segments of the livestock industry and organizations have raised concerns that using the word ‘meat’ on these products misleads consumers. I remember initially thinking it was a meat product because it said ‘meat’ on the label. That brief moment of confusion made me realize that many consumers must have had similar experiences. This case has become a sensitive issue, touching on our diet, industry interests, and consumer rights, leading to legal battles, particularly in the U.S. and Europe. Today, I will discuss the background of this labeling dispute, the issues at stake, and what we should pay attention to.

Table of Contents

The Rapid Growth of the Plant-Based Meat Market The Start of the 'Meat' Labeling Debate Legal Cases in the U.S. and Europe Legal Standards Surrounding Labeling Criteria Consumer Confusion and Market Response Future of Labeling Policies and Emerging Issues

The Rapid Growth of the Plant-Based Meat Market

Plant-based meat, or alternative meat, has become a hot topic in the global food market in recent years. Companies such as Beyond Meat and Impossible Foods, based in the United States, have led the way with innovative products, and ‘plant-based meat’ is starting to capture the taste buds of consumers. Especially among the younger generation (MZ generation), growing interest in environmental and ethical consumption has led to the widespread availability of plant-based meat products in supermarkets and fast-food chains both domestically and abroad. According to market research agencies, the global plant-based meat market was valued at around $7.5 billion in 2022 and is expected to grow at an annual rate of 12-15% until 2030. This explosive growth poses a threat to the traditional meat industry and has sparked conflict between industries.

The Start of the 'Meat' Labeling Debate

As plant-based products began using terms like ‘beef-flavored patty,’ ‘vegan chicken,’ and ‘plant-based sausage,’ concerns arose about causing consumer confusion. The livestock industry argues that the term ‘meat’ should only be used for animal-based products and has taken legal action, while plant-based meat companies argue that the labeling is functional and that consumers can easily differentiate between the two. This labeling issue has developed into a complex legal dispute involving industry interests, consumer perceptions, and the definition of language.

Claimant	Main Arguments
Livestock Industry	The term ‘meat’ should only be used for animal products, and it causes consumer confusion.
Plant-Based Meat Companies	The term is functional, and with ‘plant-based’ clearly marked, there is no room for confusion.
Consumer Groups	Clear labeling is necessary, but excessive regulation could limit market choice.

Legal Cases in the U.S. and Europe

In the U.S. and Europe, numerous legal disputes have arisen over the use of the term ‘meat’ in plant-based products. The stances of different states and countries vary, but a common thread in these cases is the conflict between ‘freedom of expression’ and ‘consumer protection.’

• Missouri, passed a law in 2018 restricting the use of the term ‘meat’ to animal products → Constitutional lawsuits with plant-based companies
• France, in 2022, banned the use of meat-related terms like ‘steak’ and ‘sausage’ on plant-based products → Vegan industry protests
• Germany, applied the EU’s food labeling standards, allowing terms like ‘plant-based burger’ → Positive feedback from consumer groups

Legal Standards Surrounding Labeling Criteria

The legal interpretation of the word ‘meat’ depends on whether it refers solely to the physical composition of food or whether it includes functional and conceptual imagery. The U.S. Constitution’s freedom of expression provision has become a defense for plant-based meat companies, while the European Union is more flexible, allowing meat-related terms if ‘plant-based’ is clearly stated. On the other hand, more conservative regions restrict these expressions under the pretext of protecting the livestock industry. These differences in legal standards are expected to influence the establishment of future global labeling policies.

Consumer Confusion and Market Response

The labeling issue ultimately leads to consumer choice and confusion. Some consumers have criticized manufacturers, claiming they were misled into thinking a ‘beef burger’ was actual meat, while others argue that the word ‘plant-based’ clearly indicates the product’s nature. Especially those who choose plant-based meats for environmental and ethical reasons tend to focus more on taste and texture than on labeling.

Respondent	Response Regarding Labeling
Consumer A	"I thought it was a beef burger, but it was plant-based. I feel deceived."
Consumer B	"If it says ‘plant-based’ on the label, it's easy to differentiate."
Vegan Community	"Using meat-related names is necessary for consumers to understand the product's usage."

The Future of Labeling Policies and Emerging Issues

The plant-based meat labeling debate is not just about a ‘word.’ Future policies must find a balance between consumer protection, market freedom, and fair competition between industries. Here are the key policy directions that could be discussed going forward.

• Clear definition of the term 'plant-based meat' and introduction of certified labeling systems
• Establishment of a voluntary labeling guideline committee between the livestock industry and plant-based meat companies
• Obligation to label 'no animal ingredients' on the product packaging

Frequently Asked Questions (FAQ)

Q Can plant-based meat use the word 'meat'?

It depends on the country and region. Some regions prohibit it to prevent consumer confusion, but many allow it based on freedom of expression.

Q Is there a risk that consumers will confuse it with real meat?

Some consumers do get confused, but many argue that if ‘plant-based’ is clearly marked, it’s easy to differentiate.

Q Is the word ‘meat’ legally protected?

Some countries have regulations protecting specific food names, but most do not restrict it if clear consumer guidance is provided.

Q Is ‘plant-based beef’ an issue in South Korea?

There is currently no clear prohibition, but there is room for debate under the Consumer Protection Act and Labeling and Advertising Law.

Q How are labeling regulations handled in France and the U.S.?

France prohibits terms like ‘steak’ and ‘sausage,’ while in the U.S., the stance varies by state.

Q Is there a possibility of unified standards for labeling in the future?

As international food labeling discussions gain momentum, efforts to establish unified standards are expected to move forward.

In Conclusion: Is Meat Truly Just Meat? The Changing Table of Language

Who would have thought that a single word like ‘meat’ would spark such a heated debate? While it may seem like a simple labeling issue at first glance, upon closer inspection, it raises fundamental questions about how our society defines and perceives food culture. I still vividly remember when a vegan friend introduced me to a ‘mushroom steak,’ and I was surprised by how similar it was in taste and texture to real meat. Language is not static but evolves with the times, so shouldn’t the word ‘meat’ be free from rigid stereotypes? What do you think? Do you believe it’s okay to use the term ‘meat’ for plant-based products? Let’s hear your thoughts in the comments!