Advertising Self-regulation in action.

Picture by Dan Loh, September 13th 2002
Courtesy of the Associated Press


The National Advertising Division referred advertising for Nutro MAX dog food to the FTC after Nutro Products Inc failed to discontinue an advertising claim after repeated requests from the NAD. AdLawBy Request.

Nutro foods claim was made in its point-of purchase advertising, the claim stated that the product, NutroMax dog food was ”made from parts of chicken you feed your own family.” This was challenged by Nutro food’s competitor Hills Pet Nutrition,Inc.
The NAD opened an inquiry on this case in October 2007. Nutro foods claimed that it had stopped making this claim. Based on this, the NAD closed the inquiry. However, the NAD received a report from Hills Pet Nutrition Inc, that Nutro Foods was still making the “feed your own family claim.” Nutro food responded to the attack by assuring the NAD that it expected that all the point-of –purchase advertising claims would be out of the market by the end of January 2008.



Posted by Janet Kemboi