No Danish or EU rules and regulations exist governing vegetarian and vegan food. In addition, no specific guidelines apply to vegetarian or vegan products in Denmark and, consequently, such categories of foods are subject to the common rules and regulations applying to all foods. Such rules and regulations imply, for example, that the packag-ing and labelling of vegetarian and vegan products must not be misleading to the average consumer. Such rules on fair information are not a Danish construct but are laid down in Regulation (EU) No 1169/2011 on the provision of food information to consumers. It follows from Article 7 that food information must not be misleading as to, for example, but not limited to, the characteristics of the food and, in particular, as to its nature, identity, proper-ties, composition, quantity, durability, country of origin, method of manufacture or production. Furthermore, the food information must not give the impression that the food in question has special characteristics when all similar foods have the same characteristics by specifically emphasising the presence or absence of certain ingredients and/or nu-trients. The Vegetarian Society of Denmark (DVF) is an organisation dedicated to increasing the availability of animal-free products and reducing the consumption of animal products. DVF has implemented two voluntary labelling schemes – the V Label and the Green Heart – and Danish as well as international enterprises may apply to become subject to and to use such schemes.