A renaissance of modern agricultural biotechnology to achieve food security is occurring in the UK, where animal cloning is moving centre stage. By establishing limited regulation and labelling and, therefore, limited controls on cloned animals, their progeny, and their derived foods, the UK favours the development of the technology. However, this regime reduces information for consumers and their freedom of choice. The new approach contrasts with a growing tendency to accommodate consumer preferences when regulating – as demonstrated by the positions endorsed by individual EU institutions – which weakens the legitimacy and the effectiveness of the UK regulatory intervention.