This study investigated consumer demand for pork from swine that were not administered subtherapeutic antibiotics. Over 440 individuals took part in valuation experiments held near the meat counter of a grocery store. It was found that the net welfare effects of a ban are difficult to quantify. The results depend heavily on assumptions about consumers’ awareness of antibiotic use in pork production and the extent to which consumers are able to currently purchase antibiotic-free pork.