So it's more of a legislation problem, they can't use flowery or animal related imagery on their label

the European Union’s Empowering Consumers for the Green Transition Directive, or EmpCo, is implementing new requirements relating to consumer-facing environmental and sustainability claims, including the use of third-party certification schemes (like the Vegan Trademark), for traders who sell in the EU. This will come into effect on 27 September 2026. As part of this legislation the use of nature imagery, such as botanicals and animals, are restricted.

EmpCo’s more stringent rules on how companies use environmental labels and communicate sustainability claims are designed to give consumers clearer, more reliable information about the environmental and social impacts of the products they buy. At the same time, the EmpCo directive creates a fairer baseline for brands making credible sustainability commitments.

https://www.vegansociety.com/news/blog/TM2026/why-weve-rebranded-the-vegan-trademark