Dog Food Blog

Ad watchdog Advertising Standards Authority (ASA) has upheld 2 complaints against Iams. Iams is the pet food division of Proctor & Gamble, a large multinational firm based in Ohio (US). The complaint was filed by competitor Hills Pet Nutrition (Colgate-Palmolive Co).

ASA is an organization set up by the advertising industry. It’s task is to make sure that advertising meets the advertising codes and advertising remains decent, honest and truthful. The strength of the self-regulatory system lies in their independence and the commitment of the advertising industry. Anyone who thinks something is wrong with an advertisement can log a complaint with ASA. ASA resolves thousands of complaints each year.

Revision to this post:

This newsflash appeared as a 2007 ruling, however on August 10th 2007 it was reported that this is actually a case dating from 2001. The information was from a usually reliable media feed. Sincere apologies for this reporting error.

The first complaint against Iams concerns their dog food adverts. Iams claimed that an increase in beta-carotene extract in dog food fed to Fox terriers and Golden retrievers rejuvenates their immune system. According to the expert advice ASA took this claim is insufficiently supported by scientific data. A study performed by TNO in the Netherlands demonstrated that the levels of B-carotene in 5 samples of Iams dog food were insufficient to have the claimed beneficial effects on the canine immune response. As proof is lacking the advertisement claim is considered misleading.

The second complaint against Iams concerns their senior cat food. According to their research department they had proof that specific levels of vitamin E in cat food enhanced immune responses. After seeing the research results ASA states that though a correlation exists between vitamin E and strength of the immune response, this effect is modulated by differences in age, sex, breed and environmental factors. The marketing claim that Iams senior cat food takes the immune system of your 8-year old cat back to the level of a 2-year old cat was therefore considering misleading.

The good news is that there is a correlation, so all Iams has to do is continue the research, put in the dog food bag the recipe that was used when studies were performed (increase B-carotene levels) and stick to the facts (an enhancement of an immune response is not the same as a complete younger immune system).

In general, all manufacturers should bring their marketing claims in line with the scientific facts. Wouldn’t that be a step closer towards an ideal world? Honesty goes a long way.

Find out the top 10 of dog food manufacturers nowadays on Best Dog Food Guide.