EU food law is built on two paradigms – food safety and consumer choice. Consumers should have access to any food they like, provided that it is safe for consumption and that consumers are made aware of the products’ characteristics through adequate information. Growing emphasis on sustainability has not challenged these foundations. On the contrary, the law is intended as a tool to further empower consumers to make a healthy and environmentally responsible choice. However, it will be argued that this information centric approach is no longer a tenable position. The regulatory solutions characteristic of the consumer empowerment logic are of limited effectiveness and do not challenge the biggest obstacles to the sustainable transition of food systems – the commodification of food and the lack of regulation of the food environment. This contribution sketches out some far-reaching yet realistic food law reforms to genuinely address sustainability issues. Mindful of the special status of food and the growing discontent towards the EU and the green transition, this contribution also argues for some changes in the making and design of EU food law, leading towards greater involvement of citizens and local communities, and, ultimately, for truer empowerment of individuals.

This article challenges the prevailing narrative surrounding the Japanese manufacturing industry in the post-World War II era, which predominantly centers on large corporations and male engineers. It sheds light on the vital role played by Japanese housewives in shaping product innovation. It argues that the exclusion of consumers, particularly women, from existing industrial models carries a gendered dimension. By presenting Japanese housewives as active stakeholders who defy stereotypes and enhance their lives by expressing their opinions, we aim to offer a fresh perspective on innovation and product development. The article specifically focuses on the electric appliance industry and draws upon a diverse range of sources, including women’s magazines and corporate archives, to uncover the hidden aspects of gender within the Japanese economic miracle. It shows that housewives have played an active role in product innovation and that women’s magazines have made this possible by acting as intermediaries between women and companies.

This Article considers how trademark law should interpret the commitment in legislative history to the 1946 (US) Lanham Act that one of the principal purposes of trademark law is “to protect the public so that it may be confident that, in purchasing a product bearing a particular trademark which it favorably knows, it will get the product which it asks for and which it wants to get”. It looks back to highlight the often under-appreciated role of the consumer protection rationale in recent expansions in trademark protection, and then considers the different ways by which that basic objective might now be pursued by trademark law. It concludes that, without disregarding the core consumer protection purpose of trademark law, we need to start viewing the question of ensuring consumers get what they want both with a broader view of consumer interests and more explicit attention to a wider array of values.

Personal autonomy is at the core of liberal societies, and its preservation has been a focus of European Union (EU) consumer and data protection law. Professionals increasingly use artificial intelligence in consumer markets to shape user preferences and influence their behaviours. This paper focuses on the long-term impact of artificial intelligence on consumer autonomy by studying three specific commercial practices: (1) dark patterns in user interfaces; (2) behavioural advertising; and (3) personalisation through recommender systems. It explores whether and to what extent EU regulation addresses the risks to consumer autonomy of using artificial intelligence in markets in the long term. It finds that new EU regulation does bring novelties to protect consumer autonomy in this context but fails to sufficiently consider the long-term consequences of autonomy capture by professionals. Finally, the paper makes several proposals to integrate the long-term risks affecting consumer autonomy in EU consumer and data protection regulation. It does so through an interdisciplinary approach, drawing from legal research and findings in the study of long-term thinking, philosophy and ethics and computer science.

Looking at the issues from an economic perspective, we examine four approaches to the improvement of farm animal welfare: legislative initiatives, and initiatives driven by producers, consumer choice (labelling), and food companies (Corporate Social Responsibility; CSR). We take as our starting point the assumption that to obtain the best possible improvements in animal welfare, a combination of all four approaches will be needed. The main focus of the paper is to show that (and how) economics and other social sciences can play an important role in determining how to design and implement these approaches most effectively. We argue that insights from animal welfare science on what constitutes an improvement in animal welfare, and how such improvements are best measured, are a necessary input to the economic analyses. Economic analyses can guide the form and extent of welfare legislation so as to set decent minimum standards of animal welfare. To exploit producer-driven animal welfare opportunities, understanding the relationship between animal welfare, productivity and other product or production characteristics is essential. To make best use of initiatives driven by consumer choice and CSR, the focus needs to be on, not simply aspects of animal welfare for which consumers are known to be willing to pay, but also other welfare dimensions viewed as essential by animal welfare experts. Finally, recent, rapid developments in the marketing of animal welfare-friendly products have demonstrated the need for more knowledge about the ways in which consumers perceive the different kinds of information used in labels and CSR strategies.

The assessment and improvement of animal welfare are the tasks and joint responsibility of many stakeholders involved in the agro-food chain. This paper first looks at the supply side of the chain, and presents different stakeholder views on farm animal welfare, discussing the potential for market differentiation, communication and labelling related to farm animal welfare standards. From the demand side, the paper then examines the duality that exists between citizens’ attitudes and consumer behaviour in relation to animal welfare and livestock products, and identifies distinct segments of citizens and consumers. Although the importance that citizens claim to attach to animal welfare seems relatively strong, consumers’ interest in information about animal welfare is only moderate compared to other product attributes, and the market shares of products with a distinct animal welfare identity remain small. The paper concludes that while there seems to be substantial consensus between supply chain stakeholders, citizens and consumers about what is relevant for achieving an acceptable level of farm animal welfare, the differentiation and satisfaction potential of increased animal welfare per se as a stand-alone product attribute seems limited to particular niche market segments. It argues that improved farm animal welfare is more likely be realised and valued by consumers when it is integrated within a broader concept of quality, such as quality assurance or sustainability schemes.

The purpose of this study was to investigate how farm animal welfare (FAW) is internalised in consumers’ purchasing decisions at the point of purchase. The study is based on means-end chain theory and the laddering interview technique to elicit respondents’ mental representation of attributes, consequences and values of an animal food product. Respondents were approached and interviewed at the point of purchase in two supermarkets in Uppsala, Sweden. A summary representation of respondents’ mental representation of attributes, consequences and values of an animal food product (pork fillet) was created. The findings indicate that FAW is the most salient means-end-chain element FAW enters respondents’ mental representation of pork fillet at the point of purchase as a consequence of other elements. FAW is considered to lead to values of hedonism and universalism type. This study contributes to the literature by detailing how animal welfare can be embedded in consumers’ mental representation of cause and effect of animal food product attributes at the point of purchase. The findings are useful practically for policy-makers and for agri-business and other actors in the food value chain who would like to promote enhanced FAW. The findings also provide insight into how FAW can be promoted through market-based solutions.

Interview questionnaires were administered to the general public in central Scotland and northern England during summer 2007 to investigate consumer awareness of UK dairy production methods, welfare issues and recognition of ‘quality assurance’ product logos. Fifty percent of respondents gave UK dairy animal welfare a positive rating. Recognition of individual quality assurance logos was poor and 75% of respondents stated that they did not intentionally seek to buy products with any of the logos. Respondents’ perceptions of good dairy welfare included: appropriate feeding, good stockmanship, plenty of space, freedom to roam/free range and environmental cleanliness. Half of respondents felt they were poorly informed about food production and the majority of respondents (68%) would like more information on food production. Respondents believed that information on animal welfare provided by veterinarians and farmers would be reliable. Most respondents (93%) said they would pay more for good dairy welfare. The findings show that the general public are interested in animal welfare but could be better informed on dairy animal production and welfare. Veterinarians and farmers may have a potentially important role in providing this information with increasing demand for higher welfare provenance products potentially helping to improve animal welfare.

The regulation of health claims for foods by the Nutrition and Health Claims Regulation is intended, primarily, to protect consumers from unscrupulous claims by ensuring claims are accurate and substantiated with high quality scientific evidence. In this position paper, the Academy of Nutrition Sciences uniquely recognises the strengths of the transparent, rigorous scientific assessment by independent scientists of the evidence underpinning claims in Europe, an approach now independently adopted in UK. Further strengths are the separation of risk assessment from risk management, and the extensive guidance for those submitting claims. Nevertheless, four main challenges in assessing the scientific evidence and context remain: (i) defining a healthy population, (ii) undertaking efficacy trials for foods, (iii) developing clearly defined biomarkers for some trial outcomes and (iv) ensuring the composition of a food bearing a health claim is consistent with generally accepted nutrition principles. Although the Regulation aims to protect the consumer from harm, we identify some challenges from consumer research: (i) making the wording of some health claims more easily understood and (ii) understanding the implications of the misperceptions around products bearing nutrition or health claims. Recommendations are made to overcome these challenges. Further, the Academy recommends that a dialogue is developed with the relevant national bodies about Article 12(c) in the Regulation. This should further clarify the GB Guidance to avoid the current non-level playing field between health professionals and untrained ‘influencers’ who are not covered by this Article about the communication of authorised claims within commercial communications.