Food labelling claims about animal welfare vary enormously in meaning and reliability, creating confusion for consumers trying to make informed choices.
The gap between consumer intention and purchasing behaviour on animal welfare is partly driven by label confusion. When terms like "free range" mean different things in different contexts, or "humane" carries no defined standard, consumers cannot reliably identify products that match their welfare values. Evidence-based purchasing requires understanding what labels actually mean and which certification bodies conduct genuine, regular on-farm auditing. Third-party certification schemes with transparent standards and published audit outcomes provide the most reliable welfare signal. Advocacy for mandatory, legally-defined labelling schemes that use standardised welfare tier systems would reduce confusion and strengthen the market signal for welfare improvement.