Animal welfare certification schemes help consumers make informed choices but vary enormously in their standards and verification rigor.
Welfare certification schemes can be powerful market levers for improving farm animal welfare when they combine meaningful standards, independent auditing, and transparent reporting. However, the proliferation of labels with varying standards creates confusion that undermines the market signal. Consumers who pay premiums for welfare-certified products need confidence that the certification reflects genuine welfare improvement. Supporting the most rigorous certification schemes and advocating for consolidation and transparency strengthens the market for genuine welfare improvement.