DID REGULATION 767/2009 ON PET FOODLABELLING PRACTICES ACHIEVED ITS GOALS?An assessment of impact and efficacy ten yearsafter the entry into force.

Ten years ago, EU Regulation 767/2009 on the placing on the market and the use of animal feeds set out for the first time common rules regarding:• the placing on the market • the use• the labellingof feed and pet food within the European Community.

Reg.

767/2009

Modern labelling

Labelling and presentation in pet food, as in many other sectors, have a multiple role: • informing consumers on mandatory requirements, • communicating company values and product quality, • allowing authorities to exercise controls, • increasing competitiveness and innovation on the base of fair competition practices.

767/2009 aimsTherefore, the general aim of revising and modernizing the labelling was inspired by the following objectives: • achieve legal clarity and information transparency, • simplify technical requirements and remove unnecessary administrative burden, • increase competitiveness of the EU pet food sector and • facilitate smooth functioning of the internal market, • encourage innovation and quality-relevant marketing, • enable users to make informed choices without being misled.

Modern labelling

Prior to this regulation on one hand the Commission perceived that:• on one hand that pet food manufacturers were unable to differentiate or capitalise

on scientific advantages; • on the other hand, labels were not adequately addressed to consumers needs with

respect to product information and this led to confusion, if not misled about the characteristics of the pet food they chose.

Modern labellingPrior to this regulation on one hand the Commission perceived on one hand that pet food manufacturers were hindered by their inability to differentiate or capitalise on scientific advantages or exploit scientific benefits due to the absence of relevant attestations.

On the other hand, labels were not adequately addressed to consumers needs with respect to product information and this led to confusion, if not misled about the characteristics of the pet food they chose.

Overall, in ten years the norm has had its impact on 123 pet food manufacturers, 5000 pet food companies and 80 million households in Europe owning a dog or a cat, equal to a quarter of all European families.

Nevertheless, to date, few have been available to provide feedback on how the pet food sector has reacted to these regulatory provisions.

The aim of this study was to determine if the feed industry has changed their advertising practice since the introduction of the Regulation, particularly in reference to Article 13 which sets out the requirements for the use of claims on animal feed.

Impact

PET FOOD EU MANIFACTURERWITH PRODUCTION PLANT

PET FOOD BRAND OWNERBOTH OF THEM

Respondents profile total respondents 269 subject

100% DECLARES TO KNOW UE REG 767/2009

In the last 10 years, what was the most

frequent reason for packaging change?total respondents 269 subject

LEGAL COMPLIANCE

TECHNICAL AND FORMULATIONREASONS

MARKETING

Speaking about costs, how much has the

regulation impacted on company costs?total respondents 269 subject

A LOT

NOT AT ALL

A FEW

BOTH OF THEM

What are the strengths of UE reg

767/2009? TO UNIFORM LABELING RULES IN EU

TO PROVIDE TRANSPARENT INFO

TO ENHANCE PET FOOD QUALITY

TO FACILITATE COMPARISON AMONG PRODUCTS

TO PROMOTE FAIR COMPETITION

VERY LOW

NOT SUFFICIENT

SUFFICIENT

GOOD

VERY GOOD

How do you consider the clarity of norms

concerning compulsory labelling? total respondents 269 subject

How do you consider the clarity of norms

concerning voluntary labelling? total respondents 269 subject

VERY LOW

NOT SUFFICIENT

SUFFICIENT

GOOD

VERY GOOD

Number of irregular claims made per category before and after the application of the Regulation (EC) No 767/2009.

0 10 20 30 40 50 60 70 80 90 100

natural

Specific desease

Cruelty free

ogm free

nutrition claims

claims on main ingredient

2019

up to 2014

Voluntary labelling and claims

Many aspects of this legislation may be open to interpretation and for a number of the provisions.

It is therefore necessary to develop some guiding principles to help food operators, in particular small and medium sized companies, understand and apply this legislation in a responsible way and in a way that is most likely to follow the enforcement practices of the Member States.

767/2009 aimsTherefore, the general aim of revising and modernizing the labelling was inspired by the following objectives: • achieve legal clarity and information transparency, • simplify technical requirements and remove unnecessary administrative burden, • increase competitiveness of the EU pet food sector and • facilitate smooth functioning of the internal market, • encourage innovation and quality-relevant marketing, • enable users to make informed choices without being misled.

PET FOOD EU MANIFACTURERWITH PRODUCTION PLANT

PET FOOD BRAND OWNERBOTH OF THEM

ACHIEVE LEGAL CLARITY AND

INFORMATION TRANSPARENCY

SIMPLIFY TECHNICAL REQUIREMENTS AND

REMOVE UNNECESSARY ADMINISTRATIVE BURDEN

ENHANCE INNOVATION AND ENCOURAGE

QUALITY-RELEVANT MARKETING

Refererring to the UE 767/2009 aims, how do

you consider the effectiveness of the

regulation at ten years from its application? (For each objective it indicates how effective, in your opinion, on a scale of 1 to 5 where 1 is poor and 5 is excellent)

INCREASE COMPETITIVENESS OF

THE EU PET FOOD SECTOR

What’s next?

MORE COLLABORATION WITH SANITARY AUTHORITIES AN INSTITUTION

ADOPT COMPULSORY FEED MATERIAL CATALOGUE

ADOPT COMPULSORY GUIDELINS AND GOOD LABELLING PRACTICES

ADOPT A POSITIVE LIST OF HEALTH AND NUTRITIONAL CLAIMS AS IN FOOD