Revised marketing standards for poultrymeat
- Agricultural products
- Product marketing standards
Summary
The European Union (EU) has revised the marketing standards for poultrymeat. The new rules apply a risk-based approach to controls of the water content in poultry, and introduce new definitions and flexibility for labelling to encourage innovations that support the EU’s sustainability goals.
Updated marketing standards for poultrymeat apply from March 2026
Commission Delegated Regulation (EU) 2026/343 of 6 October 2025 supplementing Regulation (EU) No 1308/2013 of the European Parliament and of the Council as regards marketing standards for poultrymeat, and repealing Commission Regulation (EC) No 543/2008
Commission Implementing Regulation (EU) 2026/344 of 6 October 2025 laying down rules for the application of Regulation (EU) No 1308/2013 of the European Parliament and of the Council as regards marketing standards for poultrymeat
Update
The European Union (EU) has revised the marketing standards for poultrymeat. The new rules apply a risk-based approach to controls of the water content in poultry, and introduce new definitions and flexibility for labelling to encourage innovations that support the EU’s sustainability goals.
Impacted Products
poultry
What is changing?
The new rules replace the current marketing standard (Regulation 543/2008). The major changes are as follows.
Regulation 2026/343
Definitions
- Extends the scope of poultrymeat products covered by the marketing standard to include: inner fillet, feet, paws, neck, head; supreme, wishbone, scapula (Art. 2).
- Extends the definition of “carcase” to include the neck when relevant (Art. 3(a)).
Optional labels
The new rules allow operators greater flexibility in the labelling that they may use to promote types of farming (particularly, sustainable practices). In addition to standard terms such as “fed with”, “extensive indoor”, “free range” (defined in Annex VI), EU Member States and non-EU competent authorities may permit operators to indicate other farming methods (Art. 10.5). For example, this creates the possibility to label “no use of antibiotics”. Non-EU country authorities must send a request to the Commission to use optional labels, and must certify that the products are compliant (Art. 13).
Free range poultry
Poultry may be marketed as “free range” even when the birds have been housed to prevent the spread of avian flu; the current restriction that poultry may only be housed for 12 weeks is deleted (Annex VI, last sentence). This aligns free range requirements with rules on organic eggs.
Regulation 2026/344
Water content in poultry
The new rules allow only the chemical method for checking water content (Art. 5; Annex I). The drip method is no longer permitted due to its unreliability. Controls of water content in poultry will be carried out on the basis of risk analysis, including for imports from non-EU countries (Art. 6.7).
Reducing food waste
When a batch is not compliant, it can be corrected by removing only the defective units, rather than the whole batch (Art. 3(5)).
Why?
The review of marketing standards reflects the changes linked to innovation, societal concerns, and policy developments described in the European Commission’s Farm to Fork Strategy, such as supply of sustainable products, and improving information for consumers.
Timeline
The revised marketing standard applies from 9 March 2026.
What are the major implications for exporting countries?
The changes are not expected to have a significant impact on poultry exporters. The main practical adjustments required relate to the method for controlling water content in poultry. Exporters of inner fillet, feet, paws, neck, head, supreme, wishbone, and scapula will have to ensure that products fully comply with the revised marketing standards.
Recommended Actions
Poultry suppliers may wish to open a dialogue with their competent authorities to consider requesting relevant optional labelling indications, such as “no use of antibiotics”.
Background
The main low- and middle-income countries exporting poultry products to the EU are Brazil, China, Thailand, and Ukraine.
For more information see EU marketing standards explained.
Resources
Commission Staff Working Document: Executive Summary of the Impact Assessment Report, Revision of EU marketing standards for agricultural products to ensure the uptake and supply of sustainable products [download]
Commission Regulation (EC) 543/2008 of 16 June 2008 laying down detailed rules for the application of Council Regulation (EC) No 1234/2007 as regards the marketing standards for poultrymeat
Regulation (EU) No 1308/2013 establishing a common organisation of the markets in agricultural products
Sources
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Updated marketing standards for poultrymeat apply from March 2026
Commission Delegated Regulation 2026/343 as regards marketing standards for poultrymeat
Commission Implementing Regulation 2026/344 laying down rules for the application of Regulation (EU) No 1308/2013 as regards marketing standards for poultrymeat
What is changing and why?
Marketing standards are rules put in place to make sure that certain foods are traded fairly, and that consumers have clear and transparent information about them. The standard for poultrymeat has been revised. The main changes are as follows.
- The poultrymeat marketing standards now apply to some cuts that were previously excluded: inner fillet, feet, paws, neck, head; supreme, wishbone, scapula.
- It will be easier for suppliers to make new claims on food labels relating to how the poultry was farmed (e.g. “no use of antibiotics”), but authorities from non-EU countries will need to ask the European Commission for permission to use these claims.
- The claim of “free range” can now be used even where birds were kept indoors to protect them from avian flu.
- When checking the water content in poultrymeat, the drip method is no longer permitted. Only the chemical method can now be used.
- To reduce food waste, if a batch of poultry meat is not up to standard, only the non-compliant products must be removed, not the whole batch.
Actions
Poultry suppliers may wish to open a dialogue with their competent authorities to consider requesting relevant optional labelling indications, such as “no use of antibiotics”.
Timeline
The revised marketing standard applies from 9 March 2026.
Disclaimer: Under no circumstances shall COLEAD be liable for any loss, damage, liability or expense incurred or suffered that is claimed to have resulted from the use of information available on this website or any link to external sites. The use of the website is at the user’s sole risk and responsibility. This information platform was created and maintained with the financial support of the European Union. Its contents do not, however, reflect the views of the European Union.