NAD Brings Dog Supplement Claims to Heel

Advertising Law

The marketer behind Doggie Dailies, a dietary supplement for dogs, voluntarily discontinued advertising claims for the product after an inquiry by the National Advertising Division (NAD).

As part of its routine monitoring program, the self-regulatory body requested substantiation for online advertising claims made for Doggie Dailies such as “Help increase my energy levels and maintain my mobility and overall joint health, allowing me to live a happier, healthier life for years to come!” and “Stop wasting time and money on dog supplements that don’t work; Order Doggie Dailies Glucosamine for Dogs and see why we’re one of the top rated dog supplements.”

The NAD also noted implied claims that Doggie Dailies is more efficacious than competing dog supplements in increasing energy levels, maintaining mobility and overall joint health, and relieving pain caused by aging, hip dysplasia, or arthritis, and that dogs who take Doggie Dailies live longer and in better health than dogs who take other dog supplements or no supplements at all.

During the course of the proceeding, the advertiser informed the NAD that it had permanently discontinued all of the challenged claims.

As a result, the NAD did not review the claims on their merits and treated the voluntarily discontinued claims as though it recommended their discontinuance and the advertiser agreed to comply.

To read the NAD’s press release about the case, click here.

Why it matters: Even dietary supplements for dogs come under the NAD’s scrutiny, and claims for such products are subject to substantiation requirements.



pursuant to New York DR 2-101(f)

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