I may sound paranoid - but the pharmaceutical companies are behind this....
I don't think you're paranoid, but I don't think it's the pharma companies. The EU has a fetish for micro-control, and this is but one manifestation of it.
They also have a commission for the evaluation of industrial chemicals--yes, all thousands of them, and they have a rather wierd, compulsive woman in charge of looking at all chemicals present in all products to be produced and/or sold in the EU.
I know, it sounds insane, and it really is bureaucracy gone berserk-- but there it is. It's real.
If there is any ulterior motive, imo, it is to protect against imports from the US, generically.