Shrinkflation EU Procedure

The European Commission has launched an infringement procedure against Italy for violating EU rules on the free movement of goods by introducing a labelling requirement for products affected by shrinkflation.

According to Brussels, the Italian measure is “not proportionate” and constitutes an obstacle to the internal market.

Details of the Infringement Procedure
Date of Initiation: Wednesday 12 March 2025.

Reason: Violation of EU rules on the free movement of goods.

Italian Measures: Introduction of a labelling requirement to indicate the reduction in the quantity of product with unchanged packaging, with a consequent increase in price.

Commission’s position: The measure is considered disproportionate and constitutes an obstacle to the internal market, as other less restrictive options are available.

Time for Response: Italy has two months to respond and address the shortcomings raised by the Commission. In the event of an unsatisfactory response, the Commission may proceed with a reasoned opinion.

Reactions and Comments

Massimiliano Dona, President of the National Consumers Union: “Italy must not be intimidated by the start of the infringement procedure. We must bring the battle against shrinkflation to Europe and establish common rules, making other countries take a step forward”.

Codacons: The labels against shrinkflation are arriving late, as many products have already been re-portioned.

Context
Shrinkflation: Marketing technique that consists of reducing the quantity of product inside the packages while maintaining the same price or even increasing it, a practice considered unfair towards consumers.

Italian Law: The rule against shrinkflation was introduced in the law on competition at the end of 2024, claimed by the Minister of Enterprise Adolfo Urso

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