The European Union is discussing plans to ensure all products manufactured in the EU carry a "made in the EU" label - a move that could end traditional national origin marks.

The European Commission believes such a marking would promote the EU's image abroad, improve consumer information and fight counterfeiting. But there is certain to be fierce opposition from many member states and business groups that fear industry will be saddled with more costs and bureaucracy and restricted in promoting products on the basis of national origin.

Brand experts have criticised the plans, arguing that consumers have few positive associations with the EU.

They say national origin markings can be valuable in branding and promoting products, and that it is unlikely that a "made in the EU" marking would carry the same cachet as a "made in France" or "made in Germany" stamp.

EU officials stress that the Commission has still to decide whether to draw up a formal proposal and that national markings could be allowed alongside the EU stamp.

The plan would also need the backing of member states, some of which have made clear their opposition to compulsory EU marking.