This is something we grapple with continuously. On the one hand it is almost impossible to present the entire spectrum of arguments in a simple, intuitive manner. However, at the same time it is that same information overload that is making it hard for people to find products that fit with their values and beliefs. We hope that by providing easy to understand badges, whilst at the same time being transparent about how those badges were awarded, users can decide for themselves and, where they want to, do further research into these complex issues.
Here is a blog we wrote on the subject called “Simple but not Simplistic”.