Fairlife and Deceptive Animal Welfare Claims

DiCello Levitt secured a $21 million settlement for consumers misled by claims of humane treatment in the dairy supply chain.

Callout image for Fairlife lawsuit reads One of the largest animal welfare labeling settlements in history.

In 2022, DiCello Levitt and its Co-Lead Counsel reached a $21 million settlement with Coca-Cola, Fairlife, and other related defendants over the deceptive, “ethical” marketing of milk products sourced from farms engaged in animal abuse. The litigation followed a high-profile undercover investigation that revealed systemic cruelty toward dairy cows, despite the defendants’ claims that their products came from animals treated with “extraordinary care and comfort.”

What Happened?

The case began after Animal Recovery Mission released video footage documenting severe mistreatment of cows at farms supplying milk to the Fairlife brand. Consumers who had paid a premium for Fairlife products—based on advertising that promoted humane animal care—filed suit, alleging they were deceived by false and misleading labeling.

The class action lawsuit alleged that Fairlife and its partners profited from a marketing campaign built on humane-washing—using feel-good claims about animal welfare to justify higher prices—while allowing inhumane practices to persist in their supply chain.

The Abuse Exposed

Evidence gathered by Animal Recovery Mission, Animal Outlook, and DiCello Levitt’s own multiyear investigation revealed a disturbing pattern of abuse: separating calves from their mothers shortly after birth; violently handling animals; denying veterinary care; and keeping cows without adequate food or humane conditions. These practices stood in direct contradiction to the claims on Fairlife’s packaging and marketing materials.

Settlement and Industry Impact

The $21 million settlement—one of the largest ever in a case involving animal welfare labeling—also included important injunctive relief. The agreement created a multiyear accountability program to enforce better animal welfare standards across Fairlife’s supply chain.

As part of the settlement, farms supplying milk to Fairlife are now required to:

Undergo annual third-party farm audits for three years.
Provide new and annual refresher training on humane animal handling.
Bar individuals with criminal animal cruelty convictions from animal-facing jobs.
Ensure no animal goes unfed for more than 24 hours except in emergencies.
Implement routine veterinary visits across all participating farms.

These measures are designed to create transparency and help prevent future abuse, while reinforcing the importance of truth in advertising about animal welfare.

DiCello Levitt’s Role in the Litigation

DiCello Levitt played a leading role in prosecuting this case, drawing on years of investigative work and partnering with nonprofit organizations to uncover systemic abuse. The case is expected to have lasting implications for how food companies advertise animal welfare and how courts and consumers respond to deceptive claims about humane sourcing.

The litigation is In re Fairlife Milk Products Marketing and Sales Practices Litigation. The DiCello Levitt team was led by Amy Keller, who served as Co-Lead Counsel, and included Adam Prom.

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