Mars Petcare U.S. Inc. has agreed to settle charges brought against the dog food manufacturer by the Federal Trade Commission (FTC). According to the FTC, Mars Petcare claimed, but failed to prove that in a 10-year study, dogs that consumed Eukanuba could extend their expected lifespan by 30 percent or more.
The FTC’s complaint stated that in 2015 Mars ran advertising stating false or unsubstantiated claims about Eukanuba on television, print and the Internet.
“Two-thirds of all Americans have pets at home, and they spend billions of dollars to ensure that their pets are healthy and well-fed,” says Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “Pet owners count on ads to be truthful and not to misrepresent health-related benefits. In this case, Mars Petcare simply did not have the evidence to back up the life-extending claims it made about its Eukanuba dog food.”
According to the FTC’s proposed order, when advertising any pet food, Mars Petcare is prohibited from “misrepresenting the existence, results, conclusions, or interpretations of any study, or falsely stating that the health benefits claimed are scientifically proven.” To ensure the company stands by the terms, Mars will be subjected to compliance and monitoring requirements by the FTC.
“It’s not uncommon in the pet industry for marketing to be misleading, especially marketing for large commercial producers. With so much misinformation out there, all we can say is that it is essential that you really look at the ingredients in your dog’s food,” says Leslie Kessinger, co-owner of Three Dog Bakery in Cool Springs, a store that provides all natural, holistic dog food and homemade baked treats for dogs.
“Corn, animal by-product, low quality meal, wheat and soy are key indicators that your dog’s food might not be as high quality as the shiny packaging or adorable commercial makes it seem,” adds Kessinger. “We also recommend looking up your dog’s food at www.dogfoodadvisor.com; they objectively rate the quality of a food based on its ingredients, cooking processes, and number of recalls, which can give you a better idea of whether or not the food lives up to its marketed reputation.”
The FTC’s agreement with Mars Petcare will be subject to public comment for 30 days —until Sept. 6, 2016. The Commission will then decide whether the proposed consent order is final.
Three Dog Bakery is a unique store, carrying premium brands of dog food and treats that are all-natural and have carefully balanced nutrition, most of which are made completely in the USA. A few of the brands it carries are Acana, Orijen, Fromm, Stella & Chewy’s and Primal. Made without added fillers, dyes or preservatives, the freshly baked treats look yummy enough for human consumption.
Three Dog Bakery is located on West McEwen Drive, adjacent to Whole Foods in the McEwen Shopping Center in Franklin.
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