Eager to disturb and change our global food system for the better, alternative protein companies primarily communicate the benefits of their products based on three general claims – better for you, better for the animals, and better for the planet. However, undertakings may be over-enthusiastic by displaying claims that do not have much substance and putting them at risk of being fined by national authorities. In this panel discussion, the participants will debate the regulations of health and nutrition claims, the veracity of allegations regarding animal welfare, and the use of environmental food claims. To put things into perspective, they will compare two or more regions – North America and Europe – and analyze how they regulate these claims.