Document type: article published on the ANVOL website
Author: French Poultry Interprofession (ANVOL)
Preview: A victory for outdoor production
The European marketing standards for poultry meat, revised by the European Commission, will take effect on March 9, 2026. The new text ensures, in particular, that consumers receive reliable information about what they are buying.
Since their creation in 1991, these standards—by establishing the principles of voluntary labeling—have been effective tools for protecting and promoting free-range poultry farming methods. They allow consumers to know exactly what they are buying and provide European producers with consistent rules.
Seriously threatened in 2022 by a proposed revision, this regulatory framework nearly disappeared. As a result, all sorts of labels could have proliferated freely, such as: “Free-range chickens,” “Open-air chickens,” “Outdoor chickens.” This would have fueled consumer confusion and further disrupted the promotion of free-range farming.
The outcome of a 4-year battle
SYNALAF and ANVOL, supported by the European association ERPA, took action to preserve these labeling rules, particularly those concerning outdoor farming. On Monday, March 9, the former Regulation 2008/543 was repealed. Two texts are taking effect to replace it: Delegated Regulation 2026/343 and Implementing Regulation 2026/344. These texts ensure, in particular, an unambiguous definition and use of essential claims for free-range poultry.
Analysis of Delegated Regulation 2026/343
Specifically, the optional reserved claims “Outdoor access,” “Farm-raised – free-range,” and “Farm-raised – free-range” are exclusive to poultry with access to outdoor rearing. No other type of farming may use them or refer to them.
However, operators may use new claims for poultry not raised outdoors provided they comply with a strict framework. Among other conditions, it is required that “these terms be consistent with the product’s production method and not mislead consumers […]; the product’s specifications be documented; and appropriate controls be carried out under the supervision of the competent authorities of the Member State […].”
While protection has been strengthened regarding the terms themselves, it is also more restrictive for illustrations appearing in advertising, commercial materials, or even packaging. In short, it is now impossible to use a landscape image as an illustration of poultry raised inside a chicken coop.
Delegated Regulation 2026/343: Delegated Regulation – EU – 2026/343 – EN – EUR-Lex
Implementing Regulation 2026/344: Implementing Regulation – EU – 2026/344 – FR – EUR-Lex
