New DOP 'Oliva Alta Daunia': what olive oil companies must review in 2026

Key data

If you market olives or olive oil in the European Union, you have a new protected denomination to monitor. The Commission Implementing Regulation (EU) 2026/2341, published on October 22, 2026, registers "Oliva Alta Daunia" as a Protected Designation of Origin (PDO) in the European register of geographical indications, in accordance with Regulation (EU) 2024/1143.

The regulation does not impose direct costs on third parties, but it does establish an immediate prohibition on use that affects any operator in the sector in any Member State, including Spain.

What does this regulation establish?

The regulation formally registers the geographical indication "Oliva Alta Daunia" in the European register of geographical indications as a Protected Designation of Origin (PDO). This means that the name is exclusively linked to producers in the Alta Daunia region (Italy) that comply with the official specification sheet.

The protection granted by this registration is broad and covers three prohibited scenarios for any third party:

• Direct use of the name "Oliva Alta Daunia" on products that do not originate from that region or do not comply with the specification sheet.
• Imitation of the name, even if accompanied by expressions such as "type", "style", "imitation" or similar.
• Evocation of the name, that is, any reference that leads the consumer to associate the product with the registered PDO.

This protection is automatic in all EU Member States from the date of entry into force, without requiring any additional procedure by the Italian producers who benefit from it.

The applicable legal framework is Regulation (EU) 2024/1143, which regulates the European system of geographical indications for agricultural and food products.

Economic and operational impact

The direct impact for olive oil companies is not a new fee or tariff cost, but a risk of non-compliance in labeling and marketing. The specific effects are:

• Review of labels and marketing materials: any company that uses denominations similar to or evoking "Oliva Alta Daunia" must modify its labels, catalogs and commercial materials.
• Litigation risk: the PDO registration gives Italian producers standing to claim before the courts of any Member State for misuse.
• Competitive precedent: this registration strengthens the framework of European PDOs in the olive oil sector, which may intensify competition in the premium olive oil segment.
• Opportunity for Spanish PDOs: the strengthening of the European PDO/PGI system also benefits already registered Spanish denominations, by increasing consumer confidence in these certifications.

Who does it affect?

• Producers of olives and olive oil that use denominations similar to or evoking "Oliva Alta Daunia" in their labeling.
• Exporters and importers of olives and olive oil that operate in EU markets and may have references to this denomination in their commercial documents or labels.
• Distributors and food chains that market olive oil products with denominations that may create confusion.
• Spanish olive oil companies, especially those in regions with similar geographic names, that must verify that their commercial communication does not evoke this new PDO.
• Legal and labeling advisors in the agri-food sector who must update their recommendations to clients in the olive oil sector.

Practical example

Imagine a Spanish olive oil company that markets a product under the denomination "Oil from Alta Daunia" or that includes references to "Alta Daunia style" on its label to evoke an Italian origin of quality.

As of October 14, 2026, that use is prohibited throughout the EU. The company must:

1. Remove or modify labels containing that reference.
2. Update any advertising material, website or catalog that evokes the denomination.
3. Ensure that batches already in circulation do not generate claims from the Italian producers holding the PDO.

The same criterion applies to an importer who brings Italian olives from other regions and markets them under a denomination that could be confused with "Oliva Alta Daunia": PDO protection also covers imitation and evocation, not just literal use of the name.

What should companies do now?

1. Audit current labeling: review all labels, packaging and marketing materials for olive and olive oil products to detect any direct reference, imitation or evocation of "Oliva Alta Daunia".
2. Verify commercial documentation: check that product sheets, catalogs, websites and export documents do not include denominations that could be confused with the new PDO.
3. Consult the legal department or external advisor: if there is doubt about whether a denomination used could be considered evocative, obtain a legal opinion before continuing to market the product.
4. Update internal procedures: incorporate verification of newly registered PDOs in the label approval and product launch processes.
5. Monitor the European register of geographical indications: periodically consult the GI View register of the EUIPO to anticipate new PDOs that may affect the business.

Official source

View complete regulation in official source

Disclaimer: This article is for informational purposes only and does not constitute legal advice. For specific decisions, consult a qualified professional. Source: https://eur-lex.europa.eu/./legal-content/AUTO/?uri=OJ:L_202602341