When the first units of measurement directive was issued, the six members of the EEC had been using the metric system for a hundred years or more.

The directive explicitly exempted member states from having to use those units of measure in the catalogue in situations where other units of measure had been laid down by international intergovernmental conventions or agreements in the field of air and sea transport and rail traffic.

The directive had little impact in Denmark which was in a similar situation to the other EEC member vis-à-vis the use of metric units.

Ireland and the United Kingdom were in the process of metrication programmes and the directive was consistent with those countries' policies as they stood at the time.

Others used only non-metric scales or sold beer or cider by the litre[15] and half-litre, even though the law required the use of pints.

[citation needed] Eurosceptic groups in the UK, such as the United Kingdom Independence Party also expressed concern.

[27] Other US trade organisations pointed to incompatibilities with US legislation[28] and noted that the directive applies not just to labelling but also to advertising, instruction manuals, etc.

[30] However, without exception the European and American industry federations and individual firms who responded were in favour of retaining supplementary indications for another ten years or indefinitely.