Poultry welfare labelling systems vary in their rigour and consumer comprehensibility. Improving label transparency helps consumers align purchasing decisions with their welfare values.
Labelling is the primary mechanism through which consumer welfare values translate into market signals that drive farm practice. When labels are unclear, misleading, or absent, consumers cannot act on their welfare preferences. Free-range labelling for chicken meat is a particularly weak standard compared to egg labelling in most countries, creating a situation where consumers may pay premium prices for modest welfare improvements. Stronger mandatory labelling requirements, combined with public education about label meanings, would significantly improve the effectiveness of consumer welfare choice as a market driver.