How Easy Is It to Get a Humane Label for Meat? Very

American grocery shoppers say they care about animal welfare at the supermarket, and the food industry is paying attention. Branding meat, dairy and eggs with the “humanely raised” label has become increasingly common, and according to the meat industry’s research, these types of labels are enough to satisfy buyers. A 2024 study found 55 percent of Americans “feel good about animal welfare practices” in the United States — up from 43 percent in 2020. Why the uptick in such labels? Not only do they seem to be working, these labels are shockingly easy to obtain — and largely unregulated.

Who’s in Charge of Labeling Claims?

The claims you encounter on meat labels are overseen by the U.S. Department of Agriculture’s Food Safety and Inspections Service (FSIS). The agency reviews company claims made on food labels, about how livestock animals are raised.…such as “humanely raised,” “ethically raised,” and the like. But what does a brand have to do in order to get its label approved?

First, the company must fill out a form, and add required documentation, including a sketch, also known as a printer’s proof, of the label, along with written substantiation for any claims. “Processors need to submit documentation explaining what practices were used,” John Bovay, associate professor in food and agricultural policy at Virginia Tech, tells Sentient. The documentation should show “how farms ensured that the practices were used throughout the animal’s life.” The agency reviews the documentation, Bovay says, “and the label is approved or disapproved based on the documentation provided by processors.”

Yet no one actually goes onto farms to inspect that the claims are accurate, Bovay says. “USDA does not send inspectors to farms to verify any label claims, but relies on written substantiation or documentation from processors.”

How is Humane Defined?

Consumers might be surprised to learn there is no legal definition for this marketing claim. “USDA does not define ‘humanely raised’ or other labeling terms related to animal welfare,” Bovay explains, “so processors can create their own definitions.”

“The only thing that the guidelines require is that the company include how it chooses to define humanely raised, either on the package itself or links to where a consumer can find that definition on the company’s website,” Zack Strong, senior attorney and acting director with Animal Welfare Institute’s Farmed Animal program, tells Sentient. In some cases, he says, “humanely raised” might mean not being caged or being fed a vegetarian diet. But it could also refer to what are already standard industry conditions on factory farms.

Bovay concurs. “It appears that ‘humane’ can be used to describe standard farming practices or even concepts unrelated to animal welfare. The current FSIS guidelines on substantiating animal-raising labeling claims provide an example of a product with a ‘humanely raised’ label, where the term ‘humanely raised’ is defined as ‘fed all vegetarian diet with no animal by-products.’” He says “this diet doesn’t strike me as assuring that the animal was humanely raised.”

A 2023 review by the Animal Welfare Institute, which advocates for better labeling oversight,  found that for 48 of the 97 the label claims it investigated, “the USDA was unable to provide any application submitted by the producer,” in response to a records request made by the group. In 34 of the claims, the corporate applicant provided either no substantiation at all or insufficient substantiation. In total, AWI found 85 percent of the applications lacked sufficient substantiation.

In the report, AWI researchers provide examples of inefficient substantiation, including documentation showing only minimum industry animal care standards were followed or claims where only one aspect of care, such as diet, was included. The AWI is not aware of any corrective action taken, or penalties imposed by FSIS in response to the findings in the group’s report, Strong says.

In August 2024, the USDA updated its guidelines. It now includes that the FSIS “strongly recommends” substantiating claims by obtaining third-party certification, which is aimed at a range of claims, including antibiotic use and animal welfare. But the new guidelines are a recommendation only, and may not go any further once President-elect Trump heads back to the White House.

The same lack of oversight holds for other marketing materials too, says Strong. “Pamphlets, brochures, website information that might also accompany a product in the store or online — none of that information needs [government] approval,” he says. “The only thing that needs approval is the label itself that’s on the product,” and, as we’ve seen, that approval doesn’t take much to obtain.

The Bottom Line

There are other labeling schemes worth mentioning. Some third party certification programs, such as Animal Welfare Approved, Global Animal Partnership and Certified Humane, do have specific standards around what humane means.

On its website Certified Humane states “Our goal is to ensure that farm animals are raised in humane conditions, free from abnormal distress, and allowed to express their natural behaviors.” Consumers should be aware, however, that unlike Organic, these labels are not defined or regulated by law.

As the market for “humane” food labels continues to grow, a lack of regulation and of clear definitions for humane meat claims leaves consumers vulnerable. The terms “humane” and “humanely raised” can vary widely in meaning, or mean nothing at all. Without more stringent oversight, clearer definitions and on-site verifications, the risk of humane-washing persists, victimizing both consumers and animals.

Clarification: an earlier version of the story included dairy labels, which are governed by a different process.