The Beter Leven label fails to meet its promises to consumers. This isn’t surprising. The livestock industry struggles to provide animals with a healthy and good life, as this conflicts with production goals.

Even if all Beter Leven criteria are strictly followed, welfare and health issues cannot be completely avoided. For instance, it is known that a covered run in a barn creates draughts, making chicks more susceptible to respiratory issues. ^[24] Straw chutes can lead to conflicts because only two pigs can use the chute at a time. The straw briquettes used to fill the tubes absorb moisture, turning into breeding grounds for bacteria and fungi. ^[25] Violence is inevitable during transport and in slaughterhouses, as animals instinctively resist the stressful and unnatural conditions. Quality marks like Beter Leven enhance the industry's image and business model, but they do not eliminate the severe suffering of animals.

"Johan Boonstra from Ongehoord states, 'It's bad enough that the Dutch Society for the Protection of Animals (Dierenbescherming) collaborates with a meat quality mark. But it's unforgivable that they ease consumers' concerns with falsehoods. The Dutch Society for the Protection of Animals (Dierenbescherming) does not deserve its name.'"

Ongehoord files a complaint with the Advertising Code Committee, asking them to declare that the Animal Protection Society must stop spreading misleading and incorrect information.