The European Parliament had previously caved to demands from the powerful dairy industry that prevent plant-based dairy products from calling themselves "milk", "cheese", "butter" etc. Emboldened by that victory, the dairy lobby pushed for their ultimate wet-dream wish list though Amendment 171, which would have banned plant-based dairy products from using descriptors like "buttery", "creamy", or even "cheese alternative" and forbade the used of imagery such as splashes or swirls that the dairy industry somehow feels is proprietary. The bill would have also prevented plant-based products from using packaging like milk cartons and sticks or blocks of butter and would have forbade them from using allergen information like "dairy-free" or "does not contain milk" or any science-based claims such as "half the carbon emissions of dairy butter". Fortunately, smarter heads prevailed and the Parliament roundly rejected Proposal 171. The battle for free speech is hardly over, though, as overprivileged and over-subsidized US dairy companies are still fighting for similar draconian restrictions through several state legislatures. They know they have no chance of competing on a level playing field, so they will use every dirty trick in the book to destroy their perceived enemies. We must be vigilant.