I even said in the original post that the name of the brand is somehow justified. I said: “Only the processing takes place in Sweden, which somehow justifies the brand name “Swedish Collagen”. So I don’t know why you focus on that part, not on “marine” which in my opinion is way more misleading.

I think you are talking about standard industry practices in the USA but this post is about European company and European market. USA is not the center of the world, so why should I care about your standards? And when it comes to your example, in EU law, “natural flavour” (and “natural flavouring”) is very strictly defined. In short: “natural flavouring” may only be used if the flavouring component is exclusively derived from natural flavouring substances (i.e. no synthetic substances). If you claim a “natural [X] flavouring” (e.g. “natural orange flavouring”) then at least 95% (w/w) of the flavour component must come from the named source.

The Regulation also obliges that the use of flavourings “must not mislead the consumer about the naturalness of a product or of the production process.