Neve Gordon: South Africa: What's in a Label?

Neve Gordon is the author of Israel's Occupation and can be reached through his website.

Be'er-Sheva, Israel - South Africa's recent demand that products originating in Jewish settlements in the occupied West Bank and Golan Heights remove the label "Made in Israel" is extremely significant - much more so than the European Union's decision to deny these products preferential status and subject them to customs duty.

Indeed, in 2001, the European Commission decided to implement the rules of origin clause in its Association Agreement with Israel, noting that "places brought under Israeli administration since 1967... are not entitled to benefit from the preferential treatment under the Agreements". The EU decision aimed to correct an alleged case of massive fraud involving the regulations on rules of origin, which appear in the trade agreement. Consequently, only goods produced inside the internationally recognised borders of Israel would be eligible for a reduced tariff rate, while those produced outside would pay customs' duty as required by law....

The South African decision not only undermines the fraudulent practice of labelling products made outside Israel as if they were made in Israel, but more importantly, it empowers consumers by allowing them to shop in a way that accords with their moral convictions. If the United Kingdom and Denmark follow suit, then other countries will also likely join the bandwagon, making it possible for international civil society to help - in concrete ways - put an end to Israel's occupation.