Australian government moves to tighten voluntary rules on plant-based food labeling

The Australian government said it would strengthen existing voluntary food labeling guidelines by supporting the development of an industry-led Code of Practice, as it sought to ensure consumers could more easily distinguish between animal-based and plant-based foods.

• The Australian government said it would support a new voluntary Industry Code of Practice to improve clarity in plant-based food labeling.
• The code was expected to discourage animal imagery, limit meat-specific terminology, and increase the visibility of plant-based qualifiers.
• The initiative followed research by Food Standards Australia New Zealand indicating consumers could already identify plant-based products accurately.

The move followed engagement with industry stakeholders across meat, dairy, and plant-based sectors and was positioned as a way to improve consistency and transparency without introducing mandatory regulation. The Code of Practice was set to be developed under the leadership of the Alternative Proteins Council.

The government said the updated approach would build on existing voluntary arrangements rather than replace them, with the aim of delivering clearer labeling outcomes while supporting innovation across different protein categories.

“Australian consumers should be able to clearly identify both traditional and alternative protein sources,” said Julie Collins, Minister for Agriculture, Fisheries and Forestry.

Research conducted by Food Standards Australia New Zealand had previously found that consumers were generally able to identify plant-based products correctly. Despite those findings, the government said there was scope to further improve labeling practices to reduce confusion and strengthen consumer confidence.

Under the proposed Code of Practice, plant-based producers would be encouraged to avoid animal imagery on packaging, reduce the use of meat-specific terminology, and give greater prominence to plant-based qualifiers. The framework was also expected to include a transparent complaints mechanism to address concerns raised by consumers or other stakeholders.

Collins said the industry-led approach would provide clearer guidance while maintaining flexibility for businesses. “That’s why the development of an Industry Code of Practice will improve existing voluntary labelling guidelines, and ensure produce is readily identifiable for Australian consumers,” she said.

The government described the Code as the next step toward greater consistency in how plant-based and alternative protein products were presented on shelves, while continuing to support informed consumer choice.

No timeline was given for when the Code of Practice would be finalized or implemented, but the government said it would work closely with industry as the framework was developed.