Mar. 17 at 5:04 PM
$FRPT Freshpet’s advertising, which suggests that their dog food is human grade, was determined to be misleading by the BBB National Programs’ National Advertising Division and recommended that the company discontinue these claims.
The challenge was presented by competitor The Farmer’s Dog, who argued that FRPT video advertisements include statements and images implying that their dog food is made “the same way you make healthy food for people.” The NAD determined these claims convey a message that FRPT dog food is human grade.
Therefore, NAD recommended to cease these claims and modify their advertisements accordingly. To that end, FRPT informed NAD that it would change the claim in a commercial, “How does Freshpet make healthy food for dogs? The same way you make healthy food for people” by removing the second sentence.
By comparison, The Farmer’s Dog markets its products as “human-grade,” made from high-quality meats and vegetables under safety standards typically applied to human food
