Commerical animal production has been characterized in increasing popular literature as: 1) detrimental to anima welfare, 2) controlled by corporate interests, 3) motivated by profit rather than by traditional animal care values, 4) causing increased world hunger, 5) producing unhealthy food, and 6) harming the environment. This is referred to as the ‘New Perception’ debate of animal agriculture. In response to these accusations, agricultural organizations have used information that denies these six claims and have promoted a positive image of animal production. Unfortunately, the general public is left to make decisions based on two simplistic and opposing viewpoints. In this situation, scientists and ethicists need to step in and provide objective research and analyses that could serve as a foundation for public policy and individual choice. However, even when given this task, some scientists and ethicists have given opposing accounts, which have included unreliable information, generalizations, simplistic analysis of complex issues, and lack of emphasis on important ethical problems. Both scientists and ethicists need to consider the issues outlined in the New Perception debate as research problems requiring genuine investigation and analysis. This information is required by policy makers and the general public in order to make sound decisions about appropriate animal production practices.