UK Advertising Standards Authority determined a Purina cat food ad “misleadingly exaggerated the benefits of the product”.  Purina UK was told to “not broadcast” the ad again and was told to “ensure future ads did not mislead by exaggerating the capability or performance of a product or service.”  

The commercial – advertising a Purina UK cat food Go-Cat stated ” In a world where nobody knows a neutered cat needs a special diet ‘Brandon Meow’ eats new Go-Cat for neutered cats, helping to keep his weight under control and maintaining a healthy urinary tract … Go-Cat for neutered cats, out now.” On-screen text included “SPECIALLY FORMULATED”, “HEALTHY WEIGHT”, “HEALTHY URINARY TRACT” and “GO-CAT FOR NEUTERED CATS OUT NOW”.

But a viewer complained to the Advertising Standards Authority (ASA) the commercial was misleading.  Turns out, the ASA agreed.

After Purina UK submitted response, the ASA determined:  “The ad breached BCAP Code rules 3.1 (Misleading advertising), 3.9 (Substantiation) and 3.12 (Exaggeration).”  Action required:  “The ad must not be broadcast again in its current form. We told Purina UK to ensure future ads did not mislead by exaggerating the capability or performance of a product or service.”

By the way, in the U.S….we have no advertising authority to protect pet food consumers against misleading/exaggerated pet food advertising.  They can (and do) make all types of misleading and exaggerated claims and no authority stops them.

To read the full report of the UK Advertising Standards Authority investigation, Click Here.

Thanks to Scampers Pet Food (store) in UK for sharing this story with us!  Read more about Scampers Here.


Wishing you and your pet(s) the best,

Susan Thixton
Association for Truth in Pet Food
Pet Food Safety Advocate
Author Buyer Beware, Co-Author Dinner PAWsible

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