Dual product quality across Europe: State-of-play and the way forward

Recent tests found identically-branded and similar-looking products (mostly foodstuffs) are sold under different quality grades in various Member States, leading to consumer frustration. Wherever they live in the EU, consumers shall have confidence that the products they purchase are faithful to the expectations they derive from the branding,
packaging and presentation.

As we have just celebrated the 25th anniversary of the EU Single Market, it is vital to ensure that all European consumers can fully benefit from it and equally access a wide range of products from the quality they expect.

Quality differentiation of identically-branded and similar-looking products must be considered unfair when it misleads consumers over a product’s true characteristics. Because ‘dual quality’ can have multiple root causes, BEUC recommends the following multi-pronged approach to addressing it:

• Continue gathering evidence on the breadth of the phenomenon.

• Step up enforcement of existing EU legislation.

• Strengthen the consumer movement.

• Address any potential failure of the Single Market.

• Improve quality for all of Europe’s consumers.