Clear welfare labelling allows consumers to make informed purchasing decisions that reward higher welfare farming, creating economic incentives for improvement.
Welfare labelling creates the market link between consumer values and farm practice. When consumers can identify and reward higher welfare production, farms providing better welfare conditions gain competitive advantage. However, current welfare labelling is voluntary, inconsistent and often based on inputs rather than welfare outcomes. Labelling that certifies specific outcome measures verifiable by independent audit would provide consumers with the most reliable welfare information. Mandatory welfare labelling for all animal products, as exists for eggs in the EU, would transform market incentives for welfare improvement.