Proponents of the law say it’s necessary to avoid confusing consumers. That...doesn’t sound right.

It’s been a good few months for the plant-based meat movement — so good that opponents of the fledgling industry are starting to mobilize.

This week, a new law went into effect in Mississippi. The state now bans plant-based meat providers from using labels like “veggie burger” or “vegan hot dog” on their products. Such labels are potentially punishable with jail time. Words like “burger” and “hot dog” would be permitted only for products from slaughtered livestock. Proponents claim the law is necessary to avoid confusing consumers — but given that the phrase “veggie burger” hasn’t been especially confusing for consumers this whole time, it certainly seems more like an effort to keep alternatives to meat away from shoppers.

“The plant-based meat alternative category is on fire right now, with consumers demanding healthier and more sustainable options,” Michele Simon, the executive director of the Plant-Based Foods Association, said in a statement. “This law, along with similar laws in several other states, is the meat lobby’s response.”

The makers of meat alternatives are suing. In a lawsuit filed on July 2, they argue that since their products are already labeled “vegan,” no consumers are confused. If anything, the requirement that they avoid product descriptions like “veggie burger” makes things more confusing.

https://www.vox.com/future-perfect/2019/7/3/20680731/mississippi-veggie-burgers-illegal-meatless-meat