“Information is power. Disinformation is abuse of power.” – Newton Lee ARTICLE SUMMARY Labels matter because they provide a multitude of benefits from communication to comparison to cost-effective marketing. Five types of labels are prevalent – safety, identity, health, certification, and ethics. Despite being substitutes, animal products and alternative protein products are subject to different rules and regulations. Further, labelling regulations are inconsistent across products and regions, creating confusion and limiting access to alternative proteins. Label disparities range from being regulated to unregulated, with varying degrees of clarity and specificity. As we enter an era of greater product choice and complexity, regulators must respond with simple, fair, universal labelling guidelines to protect and educate consumers.