COLGATE-PALMOLIVE DOG BRAIN AGING CLAIMS CHALLENGED

Rival Disputes Ads for Pet Food

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CINCINNATI (AdAge.com) -- The National Advertising Division of the Council of Better Business Bureaus today said it recommended Colgate-Palmolive Co. modify ads claiming Hill's Prescription Diet dog food is clinically proven to fight brain aging and improve pets' longevity and quality of life.

The NAD review was prompted by rival Procter & Gamble Co.'s Iams pet food business.

Evidence insufficient
NAD concluded the evidence provided by Hill's was insufficient to support the unqualified claims and recommended future advertising disclose the longevity claim is limited to dogs experiencing kidney failure.

NAD also recommended that longevity bar graphs used to depict extended life expectancy clearly disclose the units of time measure.

Hill's response
In a statement to NAD, Hill's Pet Nutrition agreed to take into account NAD's recommendations for modifications to future advertising. But at the same time, it said it believes it submitted ample data to substantiate its claims of "Most Effective Pet Food for Managing the Oral Health of Cats and Dogs" and "Reduces Painful Inflammation of the Gums," and that it reserves the right to use them in future ads in the U.S.

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