Leading brands declare support for EFTTA line charter

Pure Fishing has become the first company to sign the new official line charter introduced by EFTTA. And the global manufacturer and EFTTA member now expects other companies to follow its lead in supporting the initiative to ensure inaccurate labelling is outlawed.

Jan van de Bovenkamp, Pure Fishing’s Senior Manager for Line Product Development in Europe, said: “We are happy to be the first to do this because we have a leading role in the product development and worldwide sales of fishing line. Now we expect others on the market to follow this good example.

“Our current lines comply with the existing set of rules so this is an easy commitment for us to make. Any newly released product will be tested by EFTTA and will be certified. Pure Fishing will make this clear on all its line packaging, starting from January 1st, 2012, when the new regulations become active.”

Shimano quickly joined Pure Fishing in signing the charter, lending its considerable weight and influence to an initiative that EFTTA is fiercely passionate about. Fellow EFTTA members Parallelium and Sufix have also signed.

EFTTA’s pioneering project follows years of complaints in the trade about incorrectly labelled fishing lines. In response EFTTA President Pierangelo Zanetta has written a hard-hitting letter to the industry explaining the charter and warning that failure to clean up the labelling issue can result in huge fines that put companies at risk. “We cannot flout the laws forever and expect to avoid being penalised,” he says.

“As a trade association we cannot accept this situation… when we know law-abiding members are at a disadvantage compared to companies that do not respect the laws. We have to show we act for an industry that respects consumer rights.”

EFTTA plans to regularly publish in the media those companies that have signed the charter, thus exposing those not committed to giving true and accurate information on their monofilament lines.

“Companies who sign up have a powerful sales tool at their disposal,” points out Mr Zanetta. “Not signing the charter will clearly show you do not want to accept our industry standards.”

The Association plans to launch a widespread marketing and promotional campaign to educate retailers and consumers about the meaning of the charter and the quality standard attached to it.

EFTTA will make random tests to police the scheme and will lobby the European Union to validate it as the legal official standard for fishing lines.

Pure Fishing produces many leading line brands including Berkley, Stren, Spiderwire, Penn, JRC, Mitchell, Abu and Shakespeare and each of these will be 100% aligned with the new EFTTA regulations.

“The time has come for accurate line labelling in Europe,” added Bovenkamp. “The decision by Pure Fishing to comply with EFTTA’s line charter is the perfect start in making this happen. We hope many other line manufacturers and wholesalers sign up as quickly as possible.”

Bovenkamp has been a long-time campaigner for stricter line regulation and, speaking in Angling International magazine earlier this year, he called for more honesty in the claims made by manufacturers to provide clarity for the consumer.

“Fishermen have a right to know what they are buying,” he said. “False claims are selling a lot of line but not the best line. We are in the ridiculous situation when honest labelling makes it harder to sell the product.”

Further information on the line charter, which accepts tolerance levels of 10% in both diameter and breaking strength, is available from info@eftta.com