< European consumers are increasingly becoming victims of misleading practices – from fake foods and incorrect labels to online scams, shows the European Commission's Consumer Conditions Indicator for 2025. According to the data, 45% of EU citizens have been victims of internet fraud, 66% have encountered false reviews, and 61% – misleading promotions. Only 29% of respondents believe that platforms protect their rights, while 93% are concerned about improper use of their personal data.
The situation with food is especially serious – widespread misleading labeling is observed, using terms like "bio" and "eco" without valid certification, ingredient substitution, and incorrect health claims. Only 43% of consumers state that they take sustainability into account when choosing food, which is a noticeable decline compared to previous years.
In Bulgaria, the problem is exacerbated by the absence of effective control over online food trade. Products are increasingly offered through websites and social networks without registration with the Bulgarian Food Safety Agency (BFSA), without labels, documents, or data on origin, expiration date, and composition. Descriptions like "homemade", "natural" or "preservative-free" are used without real basis. Many buyers do not know their rights when shopping online and often have no opportunity to file a complaint.
In response to the situation, the Ministry of Agriculture has published for public discussion a draft Regulation on specific requirements for remote food trade. The project provides that only business operators or suppliers registered under the Food Act can offer food products online – whether through websites, social networks, phone, or email. Registration with the Regional Food Safety Directorate and the use of transport means meeting sanitary standards will be mandatory.
The Association for Accessible and Quality Food has long been calling for such regulations. As an active member of SAFE – Safe Food Advocacy Europe, the organization has repeatedly raised alarms that foods in the EU and Bulgaria often do not meet transparency and safety criteria. "Today the consumer is wandering between labels, advertisements, and promises, without having a real guarantee of what they are putting on the table. Replacing truth with marketing is not just unfair – it is dangerous. Our mission is clear: transparency, accountability, and food we can trust," said Eng. Dr. Andrey Velchev, Chairman of the Management Board of the Association.
The organization expresses hope that the BFSA and the Consumer Protection Commission will strengthen joint control, as in the four years of the association's existence, real examples of effective joint actions and subsequent sanctions remain negligibly small.