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 .
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