But many restaurants are resisting the hasty legislation and implementation as triggered by the U.S. beef dispute. They complain the introductory period wasn't long enough and the rules unrealistic. More than 80 percent of the 640,000 restaurants across the nation are small eateries of less than 100 sq.m (30 pyeong) in floor space, and they are particularly displeased. These small restaurants often buy beef from neighboring butchers or small supermarkets so they will need to change their menu labels whenever they buy beef of different countries. The rules on products requiring labeling and label formatting are also complex and confusing which is why restaurants are calling for a guidance period of at least six months.

But the government is adamantly opposed to any delay. An official with the Ministry for Food, Agriculture, Forestry and Fisheries said dozens of consumers call every day urging stronger measures. Public concern is so volatile, he says, that the government will immediately begin cracking down on reported violators. The problem is that public promotion of the rules is yet to come as related legislation is still pending. Laws slated to be finalized in late June have been delayed to later this week.

To quickly get the labeling system on its feet the government is even offering rewards to people who report violations, which some believe may result in "food paparazzis." A Korea Restaurant Association official expressed concern about the possibility of people scrambling to restaurants for the wrong reasons, simply in hopes of snagging a W2 million government reward. Sang Myung University Prof. Hong Wan-soo also expressed concerns about the regulatory policy, noting that the agency in charge is uncertain and the industry is still confused about the new rules. He called for more realistic terms and the gathering of expert opinion, pointing out that the ultimate goal is to ensure food safety.

(englishnews@chosun.com )