Consumer advocacy organizations immediately raise objections to the labeling specifications and accuse the USDA of being deliberately deceptive by using the word “bioengineered” instead of the widely familiar phrase “genetically modified.” Critics also think the image on the label glamorizes and disguises the product: that is, the sun shining on a field of crops implies natural and organic foods while hiding the influence of technologies. In addition, two of the labeling options are available only if consumers have access to a smartphone and a satisfactory Internet connection—potential barriers for individuals of low income or in rural locations.