Animal activist groups continue to attack the use of “natural” in labeling and advertising even though the Animal Legal Defense Fund recently lost a lawsuit against Hormel Foods Corporation that claimed the Hormel Natural Choice advertising was misleading.

The Humane Society of the United States (HSUS) has tried novel approaches to attack natural and other claims on animal products by filing a complaint with the U.S. Securities and Exchange Commission (SEC). As reported by Yahoo Finance, HSUS claims Pilgrim’s Pride is deceiving stakeholders concerned with the suffering of animals with a false assurance of the animals’ living conditions and treatment. HSUS cites their undercover videos as evidence for their filing. This latest filing follows unsuccessful complaints filed with the U.S. Federal Trade Commission and state attorney generals.