The European Union has introduced significant protective rules for European agri-food products. Starting in 2024, European products without the PDO (Protected Designation of Origin) or PGI (Protected Geographical Indication) label will no longer be able to use names resembling those that are marked. The agreement was reached among the European Parliament, the Council of the European Union, and the European Commission, representing a victory for the entire Italian agri-food sector.

Italy will significantly benefit from these new PDO and PGI rules, as the Italian Sounding, which involves the improper use of names and images evoking "Made in Italy", has been estimated at around €91 billion, in contrast to Italy's €59 billion export of products (source: Ismea, 2023). These new measures will further boost Italian exports by eliminating the misuse of the reputation of PDO and PGI products.

Paolo De Castro, a member of the European Parliament from the Italian Democrat Party and rapporteur for the new rules, emphasised that the new PDO and PGI rules require a clear indication of producers on PDO and PGI labels, eliminating any ambiguity. Furthermore, PDO and PGI products will also be protected online through immediate geoblocking of non-compliant content. Member states will also have the option to impose a written authorisation requirement from the protection consortia for the use of these designations.

The new PDO and PGI rules will come into effect in the early months of 2024 and aim to strengthen the protection system for European agri-food products. This will enhance transparency for consumers, support rural area development by increasing the value of high-quality European products, and create new opportunities for the export of authentic Italian products.

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