Amendment 171 was approved by the European Parliament last October.
Under AM171, the plant-based dairy sector in Europe is prohibited from using terms like ‘oat milk’ and ‘soya yoghurt’.
Further restrictions could extend to the use of ‘evocations’ of dairy products.
This would mean that plant-based advertising and even packaging cannot bear any similarities or inference to dairy.
This visual is a response to a One Minute Brief for posters featuring totally nonsensical package designs for Oatly.
Think absurd — where’s the last place you‘d expect to buy milk?