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 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  — 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.