Fake food, misleading labels, online fraud and a decline in sustainable consumption are undermining the trust of European consumers – this is shown by the European Commission's Consumer Conditions Indicator for 2025. According to the report, 45% of citizens in the EU have been victims of online fraud, 66% have fallen victim to fake reviews and 61% - to misleading promotions. Only 29% believe that platforms protect their rights, and 93% are worried about the misuse of their personal data.
The situation with food is particularly worrying - misleading labeling, the use of terms such as “bio“ and “eco“ are widespread without real certification, substitution of ingredients and misleading health claims. Only 43% of respondents take sustainability into account when buying food - a sharp drop compared to previous years.
In Bulgaria, the problem is deepening due to the lack of effective control over online food trade. More and more products are offered through websites and social networks, often without registration with the BFSA, without labels, documents or information on origin, expiration date and ingredients. Terms such as “homemade“, “natural“ or “without preservatives“ are widely used without reason. Many consumers do not know their rights when buying online, and in case of a problem - they have no possibility of complaint.
In this context, the Ministry of Agriculture published for public discussion a draft Regulation on the specific requirements for distance food trade. The project provides that only business operators or suppliers registered under the Food Act will be allowed to offer food online – via websites, social networks, telephone or e-mail. Mandatory registration with the Regional Directorate for Food Safety and use of vehicles that meet hygiene requirements are required.
The Association for Affordable and Quality Food has been pushing for such measures for years and, as an active member of SAFE – Safe Food Advocacy Europe, warns that food in the EU and Bulgaria often does not meet the requirements for transparency and safety.
“Today, the consumer wanders between labels, advertisements and promises, without having a real guarantee of what he is putting on the table. Replacing the truth with marketing is not just dishonest – it is dangerous. Our mission is clear: transparency, responsibility and food we can trust“, said Eng. Dr. Andrey Velchev, Chairman of the Association's Management Board.
The organization expresses hope that the BFSA and the CPC will strengthen their joint control, because in the four years of the association's existence, real examples of effective joint actions and subsequent acts are negligible.
SAFE is a Brussels-based European organization, established in 2015, which unites consumer structures from all member states. Together we work for effective regulation, reliable information on the label, sanctions against food fraud and the protection of people's health.