NAD Says Plaque-Reducing Claims for Dogs Teeth Need Clarification

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. today said it will modify print ads for a brand of dog food following a decision by the National Adversting Division of the Council of Better Business Bureaus.

NAD said today P&G needs to clarify its print ads for its Eukanuba brand. NAD determined P&G had established a reasonable basis for TV ad claims that Eukanuba's Dental Defense System reduces tartar buildup in dogs teeth by up to 55%. But NAD said P&G should modify print ads to avoid conveying the message that all Eukanuba products have that effect.

Rival Colgate-Palmolive Co.'s Hill's Pet Nutrition unit brought the matter to the NAD's attention.

Publicis Groupe's Saatchi & Saatchi, New York, handles Eukanuba.

In a statement, P&G said it was pleased with the NAD's conclusions but thinks its print advertising is clear and not misleading. P&G said it will make the suggested clarifications, however, and take the NAD's views into account in future ads.

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