In contemplating the future of poultry welfare, one must be aware of the current situation in the context of how this issue has evolved. From this perspective, one may project forward to identify opportunities for continued advancements and barriers that must be negotiated. In this chapter, we will explore the development of poultry welfare as a topic of public concern and of academic inquiry. We will then describe different mechanisms through which improvements in poultry welfare have been achieved. In conclusion, we will analyse the strengths and weaknesses of the existing framework in terms of addressing contemporary poultry welfare issues, and will identify problem areas where further interventions may be necessary to address societal concerns.