Are you SAFE?

March 6, 2023 - Four leading software vendors are establishing the SAFE E-Label Standard to simplify the implementation of legally compliant e-labels for the new EU regulation on ingredient and nutritional labeling.

Currently, every organization must interpret the new EU regulations independently.  Some labeling requirements are clearly specified while others are only vaguely addressed.

Organizations seek legal confidence by asking every partner what their interpretation of the new regulations is. Not only is this repetitive, but it creates only additional confusion and uncertainty and risk for producers when there are even slight deviations in recommendations.

The principal objective of the SAFE E-Label Standard is to ensure that all producers can find a compliant solution and be confident in their decision.

What does SAFE stand for?

S - strict implementation of regulations
A - action plan for business continuity
F - free to leave (portability)
E - ethical data standards (opt-in)

Consensus Interpretation

The founding member companies of the SAFE E-Label Standard will actively maintain a consensus interpretation to serve as a reference.

The consensus interpretation will include these topics:

  1. Ingredients

  2. Nutritional information

  3. Types of information that is allowed / not allowed to be displayed on e-labels

Strict implementation of regulation

Vendors implementing SAFE E-Labels should only make product claims that are consistent with a conservative consensus interpretation of EU regulations.

Action plan for business continuity

E-labels must continue work  as long as the wine is on the shelf or cellar. This can be 10, 20, or more years. Vendors of SAFE E-Labels should be able to explain how they will ensure that e-labels will continue to operate if their business ceases to exist.

Free to leave (portability)

Vendors of SAFE E-Labels provide their customers the ability to fully terminate their contract and move their e-labels to another service. Vendors of SAFE E-Labels are not allowed to have contractual or products that create vendor lock-in.

Portability may be provided through either of these 2 means:

  1. Dynamic QR codes using or other URL shortener service, combined with the ability to export data to Excel/CSV so that it can be imported into another solution.

  2. Hosting of existing e-labels or redirects indefinitely for no additional cost.

Ethical data standards (opt-in)

Vendors of SAFE E-Labels must implement an opt-in system if they want customers to grant them rights to their data. Under no circumstances should customers be forced to transfer data rights as a prerequisite of purchasing software from a vendor.

Open License

Any business that implements the SAFE E-Label principles is allowed to use the term SAFE E-Label and logo in their marketing materials. Their company logo, name, and website may be added to this document. Companies must provide a link to this document.

List of participating businesses

This is an open initiative. Any business can join this initiative by providing supporting documentation that they have implemented the principles presented in this document. This list will be periodically updated.

The following businesses are the founding members of the initiative:

  • Advanced Track and Trace,

  • Bottlebooks,

  • Dans ma Bouteille,


E-labels are not the primary revenue stream for any of the participating companies. It is an extension to an existing proven business model. This provides customers additional assurance that their e-labels will continue to work years from now.