In answer to the question ‘who writes the rules?’ relative to animal welfare the only accurate answer there can be is that the animal writes the rules. However in deciding the current animal welfare standards adopted by society the consumer plays a key rôle as the retail market is constantly working to meet the consumer's concerns. The consumer has a real, if often uninformed, concern regarding animal welfare. Animal welfare science clearly demonstrates that current systems are often at odds with the needs of animals. Ethical sectors of the food chain will put in place systems which reflect knowledge of animal welfare science as far as is currently possible and not merely the consumer perception in this area. The ability to deliver good animal welfare depends upon the willingness of the food chain to provide and the consumer to pay. The development of assurance schemes which truly address animal welfare science, translated into accurate labelling and backed by an awareness programme will make it easy for consumers to take the responsibility which, as citizens, they wish to do. We will then have an accurate picture of society's concerns to which the food chain can respond.