The EU has voted to restrict meat-associated language like ‘veggie burger’ or ‘plant-based sausage’. This not only impacts labelling and marketing; it also influences public perception of vegan food. What does Judaism have to say about naming, clarity, and speech? In Jewish ethics, the concepts of lashon hara (harmful speech) and geneivat da’at (deceptive behaviour) are demonstrative of how Jewish law values both honesty and clarity, but also context. Terms like ‘vegan sausage’ are widely understood not to imply actual meat; it is a metaphor for form of flavour. For example, the Talmud permits metaphorical speech when context is clear. Misleading others is prohibited, but clear communication using common language is permitted, indeed it is even encouraged.
The ethical implications of limiting language could restrict consumer knowledge and choice. Jewish tradition values informed consent and access to information (lifnei iver lo titen michshol — don’t place a stumbling block before the blind). Inhibiting access to plant-based options or obscuring them with unclear names could be considered a modern “stumbling block.” Jewish ethics supports accessible food for people with ethical, environmental, or health-based dietary needs.
Language has power, and Judaism teaches us to use it with both honesty and compassion. Jewish values support clear, inclusive naming that empowers consumers, not confuses them. As plant-based living grows, Jewish ethics can help us navigate food justice and truth in labelling.