For the second time, The Farmer’s Canine pet meals has taken advertising and marketing claims made by pet meals producers to the Nationwide Promoting Division of the Higher Enterprise Bureau. And for the second time, pet homeowners profit from the choices made.
The primary problem of promoting claims was in opposition to FreshPet promoting, claiming tv commercials implied that FreshPet’s pet food was human grade. The Nationwide Promoting Division (NAD) decided that “these claims convey a message that Freshpet pet food is human grade and advisable Freshpet discontinue the claims as they seem within the Benji video.”
This time, The Farmer’s Canine pet meals took the advertising and marketing claims of Sunday’s pet meals to NAD.
The NAD determination on this case gives pet homeowners with some doubtlessly big wins that we hope alters future advertising and marketing efforts in pet meals. One of many massive wins…deceptive pictures.
From the NAD press launch:
“NAD reviewed claims corresponding to ‘all pure components,’ ‘100% meat and superfoods,’ ‘the identical components you’d put in your salad,’ and accompanying imagery suggesting the inclusion of complete vegetables and fruit.”
“NAD decided that, in context, these claims and pictures may fairly convey the message that complete vegetables and fruit are included within the closing product. As a result of Sundays makes use of nutrient extracts relatively than complete meals, NAD advisable that these claims be discontinued or modified to keep away from deceptive shoppers.”
Considerably, an promoting authority took a stance in opposition to the claims and pictures generally utilized in pet meals advertising and marketing. Their phrases “these claims and pictures may fairly convey the message that complete vegetables and fruit are included within the closing product” and their stance “that these claims be discontinued or modified to keep away from deceptive shoppers” is a big win for pet homeowners. This determination units a precedent for present and future pet meals promoting claims; don’t promote your pet meals via pictures of grilled steak or roasted hen which are NOT included in your product. It sends a message to those who do use these deceptive pictures…quickly, you may be held accountable for deceptive shoppers.
The NAD additionally seemed into Sundays’ Pet Meals declare “that it affords ‘what we expect is the world’s healthiest, and most handy pet food.’”
“NAD decided that this declare conveys an goal message of superiority in particular attributes—well being and comfort—that requires substantiation. As a result of Sundays didn’t present proof demonstrating superiority over a good portion of the market, NAD advisable that the declare be discontinued.”
Once more, vital for pet meals shoppers the NAD dominated that advertising and marketing claims made by a pet meals producer “requires substantiation.” Setting one other precedent that producers may need to show their advertising and marketing claims sooner or later.
To learn the complete NAD determination press launch, Click on Right here.
A honest thanks to the Nationwide Promoting Division of the Higher Enterprise Bureau for standing up for pet meals shoppers. As effectively, a honest thanks to The Farmer’s Canine pet meals firm for taking up a job (stopping deceptive advertising and marketing of pet meals) that the FDA and all state regulators have ignored.
Will regulatory ever implement legislation?
Federal and state legal guidelines require pet meals promoting to be truthful and never deceptive. The query stays…will regulatory authorities ever implement pet meals legal guidelines? Or do we’ve to proceed to depend upon the Higher Enterprise Bureau and attorneys to do the work that FDA and State pet meals authorities are paid to do?
Susan ThixtonPet Meals Client AdvocateTruthaboutPetFood.comAssociation for Reality in Pet Meals
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