The  National Advertising Division of the Council of Better Business Bureaus , an ad industry self-regulating entity, referred  Blue Buffalo Co.'s  Blue brand  petfood advertising  to the  Federal Trade Commission  because it has not modified its claim of "no animal by-products."

The company says its advertising has been changed, but not its packaging - an area over which it claims NAD does not have jurisdiction.

Hill's Pet Nutrition  challenged the packaging, which was then reviewed in mid-2008. The council suggested Blue Buffalo alter its claim for petfood containing fish meal, lamb meal and liver.

Blue Buffalo President Bill Bishop said the company's use of "by-product" is in sync with the  Association of American Feed Control Officials .