The National Advertising Division of the Better Business Bureau (BBB) denied an appeal by JBS regarding five sustainability claims relating to net-zero greenhouse gas emissions.

JBS had promoted sustainability through a claimed commitment to net zero by 2040 in various forms.  The BBB Review Board established that the claims were overstated.  In their defense, JBS maintained, "Consumers would understand that the statements were aspirational rather than a promise".

 JBS predictably disagreed with the National Advertising Review Board but will modify claims to reflect "researching potential methods for reducing greenhouse gas emissions" and "achieving our goal of net zero by 2040 will be a challenge".  JBS is now obliged to comply with the National Advertising Review Board recommendations with respect to future advertised claims.