Europe Plan to Outlaw 'Made in Britain' Label
From an article by Ambrose Evans-Pritchard (abridged)

The decades old "Made in Britain" label may be banned on products ranging from stilton cheese to Scottish cashmere, and even Morgan cars, under plans being explored by the European Commission.

Industry groups across Europe reacted with outrage yesterday to a Brussels proposal for a "Made in the EU" label to displace the national marks known across the world. The new label is intended to project the image of the European Union and furnish it with the trappings of a powerful global entity.

But John Cridland, the deputy director of the CBI, said the idea was counter-productive and would obscure the origin of products, many of which would come from Eastern Europe after EU enlargement in May. "This is not going to help at all to give customers the information they want," he said.

Germany's small industry federation (BVMW) described the idea as a "frontal assault on German quality standards", predicting that it would have disastrous effects on competitiveness….

A spokesman for Pascal Lamy, the trade commissioner, would not rule out a compulsory EU label that could displace the national brands, saying all options were "on the table"….

Other options cover a dual labelling system that preserves both features, much like the new European passports, or a purely voluntary label for EU-made goods.

Mr Lamy's spokesman said: "The 'Made in the EU' mark would carry a number of advantages: promoting a mark of distinction and higher visibility for the EU"….

Italy and Greece were both behind the idea. "Since Italy, which has a very good brand name, is pushing for an EU brand name, this shows it is worth looking into," says the spokesman.

In tune with the commission's strategy of promoting regionalism at the expense of national consciousness, it strongly supports the principle of protected local brands such as rioja wine, parma ham or feta cheese….

The British reacted with deep scepticism, demanding to know why the status quo was not included as a possible option….

Terry Tyrrell, the head of Enterprise IG, the brand consulting group, said the commission idea bordered on marketing madness.

"Can you imagine a French perfume carrying a 'Made in the EU' label? It will have a devastating effect on companies that rely on national characteristics to build brand differentiation," he said.

The commission is drawing up a detailed study for completion by March. If this leads to a draft law, the final decision will be taken by EU ministers under qualified majority voting.
The Daily Telegraph, 13th January 2004

Further Resources:
Ten Minutes to Midnight by Phillip Day
Vigilance by Ashley Mote
The Real Face of the European Union
(video, PAL format only). Release: Feb 2004

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