Farmers cite UK ruling as they call for stricter labelling rules to protect dairy branding and consumer clarity.
Australia’s dairy industry is intensifying calls to restrict the use of the word “milk” exclusively to animal-derived products, arguing that plant-based alternatives mislead consumers and dilute the dairy brand value. The campaign gained fresh momentum after a UK Supreme Court ruling barred a Swedish oat drink maker from using the term “milk” in its marketing — a decision dairy advocates say reinforces the need for tighter regulations in Australia.
Dairy producers, represented by groups such as the SA Dairyfarmers’ Association, assert that products labeled “almond milk,” “soy milk” or similar non-dairy drinks obscure differences between true dairy milk and plant alternatives. Leaders like Robert Brokenshire argue that such terminology leverages the reputation of dairy’s nutritional profile and unfairly competes with animal milk in consumer perception.
Robert Brokenshire is arguing for “truth in labelling” when it comes to non-dairy based products. (Supplied: South Australian Dairy Association)
The Australian Government has responded by allocating $1.5 million to revise labelling guidance for plant-based and alternative protein products. Federal Agriculture Minister Julie Collins announced the development of a voluntary Industry Code of Practice, led by the Alternative Proteins Council, which aims to discourage misleading animal imagery, clarify product descriptors and establish a complaints mechanism to improve transparency.
The dairy industry argues that products labelled milk should come from an animal. (ABC Rural: Selina Green)
Proponents of the voluntary code argue it will make packaging clearer for consumers, encouraging qualifiers like “plant-based” to be more prominent and reducing reliance on dairy terminology. However, critics within the dairy sector remain sceptical that a non-mandatory framework will be enough — with some farmers insisting that without legally enforceable rules, plant-based producers will continue to capitalize on dairy language to market their products.
Plant-based milk alternatives are derived from legumes, nuts, cereals or seeds. (ABC Rural: Annie Brown)
Debate persists over whether consumers are genuinely confused by current labelling. Food labelling experts cite research suggesting that visual cues and animal imagery — rather than words alone — are more likely to mislead shoppers, indicating that clearer presentation standards may be as crucial as terminology restrictions. For the international dairy community, this episode highlights ongoing global tension over labelling, consumer expectations and how best to differentiate animal milk from plant-derived alternatives in an evolving marketplace.
Many different plant-based milks can be found in Australian supermarkets. (ABC News: Bec Whetham)
Source: ABC News – https://www.abc.net.au/news/2026-03-02/dairy-farmers-say-plant-based-drinks-should-not-be-called-milk/106389828
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