The National Animal Supplement Council (NASC) has extended its compliance programs and Quality Seal to treat products for dogs, cats and horses, marking the organization's first major scope expansion in its 25-year history.
The move addresses ongoing regulatory challenges in the pet treat market, valued at an estimated US$12-14 billion. According to Bill Bookout, NASC president, confusion around treat regulations has created compliance issues for manufacturers and suppliers.
"There's increasing confusion about treats, and I think it's getting worse, not better," Bookout said during a February 26 webinar announcing the program. "Treats are regulated as food, but the intended purpose of the product determines how it's actually regulated."
Regulatory boundaries for treats
NASC's treat program follows AAFCO definitions and federal guidelines. Treats are defined as products intended to be given occasionally for enjoyment, training or entertainment, and are not represented as complete food or food supplements.
All ingredients must be AAFCO-approved and used for their approved purpose. Claims must align with those allowed for food products: taste, aroma, nutritional value or technical effect, such as dental benefits through mechanical action.
"One word can change the way a product is regulated," Bookout said. "Treats and snacks are regulated as food, so claims should be consistent with those allowed for food and the intended purpose of the product."
Bookout specifically addressed "functional treats" — products marketed with health benefits beyond nutrition. Bookout stated these products create regulatory conflicts because they combine nutritional and non-nutritional health benefits.
"You can't have a dual purpose product," he said. "Treats with unapproved ingredients or approved ingredients utilized for unapproved purposes or claims outside of those allowed for food are problematic."
Program requirements and audit process
Implementation of the Treat Program is already underway. Existing NASC members who have passed NASC’s quality audit as a supplement supplier may be able to leverage their audit to include treat products. Treat companies can apply for NASC membership and once onboarded, can go through the NASC audit process to display/use the Quality Seal.
“This program brings structure and oversight to an emerging category while supporting responsible innovation, maintaining compliance and protecting animal health,” Bookout said. “Our role has always been to help create a responsible, transparent path forward when regulations and consumer demand don’t align.”
The treat program was announced at the 2026 AAFCO Midyear Meeting in New Orleans in January. NASC developed treat-specific cGMPs in consultation with industry participants and its compliance team.
NASC emphasized its coregulation approach with state and federal regulators. "The pet food industry is a national industry and cannot operate in an environment of inconsistent regulation," Bookout said. "We want to promote expeditious and equitable, consistent application of enforcement."
For more information, contact Bookout at [email protected] or visit NASC.
The National Animal Supplement Council (NASC) is a nonprofit trade association dedicated to promoting the health and well-being of companion animals and horses that receive animal health supplements from their owners, while protecting and enhancing the animal health supplement industry.
