Hill's Advertising Claims
pet age 1 JUNE 2004
NEWSBeat

Hill's Pet Nutrition proves advertising claims for some of its pet food products, but not others.

The National Advertising Division of die Council of Better Business Bureaus Inc. (New York), the advertising industry's self-regulatory forum, in April determined that Hill's Pet Nutrition Inc. (Topeka, Kan.) had provided sufficient evidence to support advertising claims for some of the products in its Prescription Diet line, but recommended that the company discontinue claims for other products in the line.
The truth and accuracy of Hill's claims were brought to the attention of NAD by The lams Co. (Dayton, Ohio).
NAD concluded that Hill's provided sufficient evidence to support the claim that its Prescription Diet t/d Oral Care and Science Diet Oral Care Adult foods for dogs and cats reduce tartar more effectively than lams' Eukanuba Adult Maintenance Formula with Eukanuba Dental
Defense System. However, NAD found that Hill's claims of superior plaque removal were unsupported and recommended that they be discontinued.
NAD also concluded that Hill's provided sufficient evidence to support the "Clinical Nutrition Proven to Help Extend Life" claim for its Prescription Diet k/d, g/d and n/d foods for canines. However, NAD said Hill's failed to provide sufficient evidence to support the claim for its Prescription Diet r/d, w/d, 1/d, i/d, h/d, p/d, z/d, d/d, c/d, s/d, t/d, a/d, b/d, p/d, u/d, x/d and g/d foods. NAD recommended that the claim be discontinued for these products.
In a statement to NAD, Hill's said it was pleased with the findings and would take NAD's concerns into account for future advertisements.