Welfare labelling on food products has grown significantly, but consumer research reveals complex patterns of understanding, trust and behaviour. Understanding what makes welfare labels effective is essential for designing better systems.
Consumer welfare labelling works best when it is simple, independently verified, visually salient and supported by accessible information about what the label means. The gap between what labels claim and what consumers understand is a persistent problem that favours low-cost greenwashing over genuine welfare investment. Advocacy for stronger, more specific and independently verified labelling systems is a direct lever for improving welfare outcomes in the food system. Consumer education about what specific labels mean — beyond the marketing imagery — is an important complementary intervention.