Antitrust Law Daily Wrap Up, ADVERTISING NEWS: FTC brings Mars Petcare to heel, settles false ad claims, (Aug 4, 2016)
Organizations Mentioned:Mars Petcare US, Inc.
By Greg Hammond, J.D.
Mars Petcare US, Inc. has settled FTC claims that the company falsely advertised the health benefits of its Eukanuba brand dog food and falsely represented that scientific tests proved that dogs would live exceptionally long lives with Eukanuba brand dog food (In the Matter of Mars Petcare US, Inc., FTC File No. 152 3229).
The Commission’s complaint asserted that Mars Petcare made false or unsubstantiated efficacy claims with regard to its Eukanuba brand dog food, including that, with Eukanuba, dogs live 30 percent or more longer than their typical lifespan, and that Eukanuba brand dog foods enable dogs to live exceptionally long lives. In addition, the FTC claimed that Mars Petcare made false or misleading statements regarding scientific tests that purportedly proved the lifespan claims. The tests, according to the Commission, did not prove that dogs would live longer or "exceptionally long" lives.
"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," stated Jessica Rich, Director of the FTC 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."
The stipulated decision and order prohibits Mars Petcare from misrepresenting: (1) that with any pet food, dogs live 30 percent or more longer than their typical lifespan; (2) that such pet food can enable dogs to live exceptionally long lives; or (3) the health benefits of such products. The order also bans Mars Petcare from misrepresenting the contents, results, or interpretations of any test, study, or research, or that the health benefits of a product are scientifically proven.
Companies: Mars Petcare US, Inc.
News: Advertising ConsumerProtection FederalTradeCommissionNews