Samples of PVC cling films were taken at importers, wholesalers and retail shops, and their overall migration to the alternative food simulant iso‐octane was measured, after establishment of a correlation between overall migration to olive oil at 40°C in 10 days and to iso‐octane in 2 h. Results of the migration testing were compared with the recommended and/or actual use of the PVC film and the labelling discussed in relation to the relevant EEC directives on food contact plastics. The correct labelling of plasticized PVC film intended for use in retail packaging is important to avoid the risk of significant consumer intakes of the plasticizer di‐(2‐ethylhexyl) adipate (DEHA) after the film has been used in contact with fatty foodstuffs. Sixty percent of the films declared for use in contact with fatty foods showed too high overall migration compared with the current interpretation of legislation at the time of sampling. In most instances DEHA made up about 80% of the total amount of plastic constituents migrating to iso‐octane. Taking into consideration a specific migration limit of 3 mg DEHA/dm2, 77% of the films used for fatty foodstuffs analysed were not acceptable. The migration of DEHA to non‐fatty foods defined as the food simulant water was at or below 0.1 mg/dm2 in all PVC‐films.