NGO Feedback has published a website, Big Livestock's Big Greenwash, outlining the marketing strategies used by large livestock companies, including: reporting emissions and climate targets in ways that appear to show more progress than has happened; focusing on technological options (e.g. feed additives) to increase efficiency without reducing meat and dairy production; downplaying the climate impact of livestock; and building narratives that argue livestock production is good for farmer wellbeing, food security and traditional meat-based diets. Feedback argues that these strategies amount to greenwash.
Read more here. See also the TABLE explainer Focus: the difficult livestock issue.
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