But there are companies that have already built up brand recognition using these names. This regulation places an unfair burden on them.
In any case, if your premise that people are not silly is correct, surely they don't need to be protected from confusing animal meat with meat substitutes.
True, but if the companies already have good brand recognition, then a label change shouldn't affect their current sales. I'm sure the marketing teams will come up with something to assist with new customers.
Society as a whole seems to be progressing towards a lower meat intake diet, so I would think it's likely that new and existing brands of meat alternatives will continue to do well.
In any case, if your premise that people are not silly is correct, surely they don't need to be protected from confusing animal meat with meat substitutes.