“Don’t mince words”: analysis of problematizations in Australian alternative protein regulatory debates

Abstract Alternative proteins, including plant-based and cell-based meat dairy analogues, are discursively positioned as a new form of solution to the myriad issues associated with conventional animal agriculture. Animal agricultural industries across various nations have resisted this positioning in regulatory spaces by advocating for laws that restrict use terms on labels alternative proteins products. Underlying contestation differing understandings of, vested interests in, desirable futures In Australia, broader led national-level inquiry Senate parliamentary committee entitled Definitions other products (the Inquiry). This paper reports findings from study problematizations developed through Inquiry using framework policy discourse analysis referred Bacchi’s ‘What’s Problem Represented be’ methodology. It shows how dominant throughout moved away initial problematization threat Instead, both were ultimately not competition only labelling problematized being amendments ensure ‘consumer clarity’. outcome ignored range related ethical, environmental, health, social economic raised agriculture proteins. lack scrutiny benefits industries, closing off consideration interests, voices, potential solutions, such stricter health welfare regulation.