The EU wants to get tough on companies that sell poorer quality products in central and eastern Europe.
It comes after complaints from consumers groups and some governments that major firms are cutting corners on branded items.
They say they are trying to shift shoddy, inferior goods to cheaper, less profitable markets.
“Presenting two different products in the same branded packaging is misleading and unfair to consumers,” said Vera Journova, the EU consumers commissioner.
The European Commission had made one million euros available for EU member states to tackle the problem.
Critics say the Commission is meddling and that the free market should decide who buys what.