Animal welfare labels on food products enable consumers to make informed choices, but labelling systems vary in rigour, making independent verification and scheme comparison essential.
Animal welfare labelling represents a critical interface between welfare science and consumer behaviour change. Well-designed labels backed by rigorous standards and independent auditing translate scientific welfare standards into purchasing power. However, the proliferation of low-standard or misleading labels risks consumer confusion and welfare-washing. Consumers benefit from independent label comparison resources, and advocates benefit from focusing demand signals on the most rigorous certification schemes. Regulatory standardisation of welfare label claims would significantly improve the effectiveness of labelling as a welfare driver.