The Better Cotton Initiative (BCI) is a global NGO and a cotton sustainability program that was originally conceived by the World Wildlife Fund and launched in 2009. The Better Cotton Initiative supports continuous improvement in the cotton farming sector by setting standards to ensure that cotton is grown with methods that minimize water use and chemicals and support regenerative agriculture. The BCI program includes a set of standards and requirements for cotton producers, following seven principles: minimize harmful impacts of crop protection practices; promote water stewardship; care for health of the soil; enhance biodiversity and use land responsibly; care for and preserve fiber quality; promote decent work standards; and operate an effective management system. According to the BCI data, 2 million farmers in 21 countries are currently licensed under the initiative.(1) However, the Better Cotton Initiative has also been criticized for a lack of improvement monitoring, its weaker standards, and, consequently, for taking a significant market share from more stringent certifications such as the Global Organic Textiles Standard (GOTS) or OEKO-TEX.(1-3)Third-party reviewers have also noted that Better Cotton standards need stronger criteria and closer producer monitoring to match the ecological impact of the organic alternatives.