The National Advertising Division (NAD) has found certain Freshpet dog food advertising claims supported while recommending the company discontinue others implying its products are "human grade."
The ruling came through a Fast-Track SWIFT challenge — an expedited single-issue process — brought by The Farmer's Dog, a direct competitor in the fresh pet food market.
The Farmer's Dog argued that three Freshpet video advertisements include statements and images that necessarily imply the company's dog food is human grade.
During the review, Freshpet voluntarily and permanently modified one commercial that included the line "How does Freshpet make healthy food for dogs? The same way you make healthy food for people," removing the second sentence.
NAD determined that, as modified, the commercial does not convey a human grade message. The modification will be treated as if NAD recommended it and Freshpet agreed to comply.
In a second advertisement, a dog owner states, "We eat fresh, real food as much as possible at home, so of course, we want the same for Benji. That's why we give him Freshpet Fresh from the Kitchen Home Cooked Chicken Recipe," adding that Freshpet is "made with the same level of quality I want in my own food."
NAD determined these claims convey a human grade message and recommended Freshpet discontinue them as they appear in that video.
A third video, depicting food being prepared in a home kitchen before Freshpet dog food is served to a dog, was found not to convey a human grade message.
NAD determined the advertisement focuses on freshness and simple ingredients, and shows the dog receiving its own meal from a Freshpet package taken from the refrigerator, without suggesting the product is human grade.
In its advertiser statement, Freshpet said it "will comply with the NAD's recommendation."
BBB National Programs' NAD provides independent self-regulation and dispute resolution services covering national advertising across all media in the U.S.
According to Petfood Industry's Top Pet Food Companies, Freshpet is a U.S.-based manufacturer of fresh, refrigerated dog treats and food for dogs and cats.
