Vox: “An overwhelming majority of Americans say they’re concerned about the treatment of animals raised for meat, and many believe they can help by simply selecting from one of the many brands that advertise their chicken or pork as “humane.” But such marketing claims have long borne little resemblance to the ugly reality of raising animals for meat. Nearly all farmed animals in the US live on mega factory farms, where they’re mutilated without pain relief and fattened up in dark, overcrowded warehouses before being shipped off to the slaughterhouse. Only a tiny sliver of livestock are actually reared on the small, higher-welfare farms that many companies conjure on their packaging with quaint red barns and green rolling hills — and even those operations can be rife with animal suffering. This summer, the US Department of Agriculture (USDA) had an opportunity to fix the false advertising problem pervasive in the meat aisle when it published updated guidelines that companies must follow when making animal welfare claims on their labels. Instead, its new guidance barely changed anything. The updated rules “remain insufficient to combat misleading label claims used to market meat and poultry products,” as the nonprofit Animal Welfare Institute put it, allowing companies “to essentially make up their own definitions with no repercussions.” (The one improvement, the organization noted, was a clearer definition of the term “pasture raised,” though that label remains poorly enforced and does not guarantee animals were raised humanely.) Here’s how the USDA’s guidelines work: If a meat company wants to make an animal welfare or environment-related claim on its packaging, it must fill out a form with an illustration of its label and an explanation as to how the animals are raised to justify the claim; how the company will ensure the claim is valid from birth to slaughter to sale; and whether or not an independent, third-party organization certified the claim, which is optional. The USDA never conducts surprise audits, or any audits at all, to verify the company is telling the truth. It is, in essence, an honor system. The USDA also has an incredibly low, and often nonsensical, bar for what passes as humane treatment…”