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Stay Compliant In The Pet Industry and Avoid These Words

Want to stay compliant in the pet industry and not tick off state, local, and federal agencies? There are specific words to avoid to help ensure that your marketing materials do not make misleading or unsubstantiated claims. 

If I told you what you are about to read is the best posts ever and is proven to make people stop in their tracks, would you believe it? I can’t 100 percent say it’s the best (even if I know it) nor can I say with certainty that people will stop in their tracks.

As a pet industry copywriter, I know the same holds true with marketing, advertising, claims, and labeling in the pet industry. There are simply words to avoid because they can create unrealistic expectations, mislead consumers, damage your brand’s reputation, and lead to a lot of legal hot water.

Words to Avoid To Stay Compliant in the Pet Industry

These words and iterations of these words can help prevent misleading claims and ensure consumer safety. Consider regulatory restrictions to ensure accuracy and compliance. Anyone working on copy, social media, or with content for your brand should adhere to your guidelines along with do’s and dont’s.

I’ll link out to some sourcing, which should be included in your brand and voice guide. I will also showcase some examples that get it right and those that are completely missing the mark (and are in violation).

Guaranteed Results

Guarantees must be realistic and based on thorough testing and evidence. You cannot say a dog shampoo is guaranteed to make your dog’s coat cleaner, but you can say something like, “Our pet shampoo is formulated with non-toxic, pet-safe ingredients and has been tested to meet FDA safety standards. It is also veterinarian-approved for regular use on dogs and cats.”

Keep detailed documentation of all testing and approval processes and be prepared to provide this documentation when needed.

Make sure all labels and claims are substantiated - toys

Medical and Health Claims

According to the FDA, pet foods cannot state that it can “treat, prevent, or reduce the risk of a disease ” on a label. However, if the food is approved as a medical feed, those terms can be used. Pet food also cannot say things like “improves skin and coat” or “prevents dry skin” or “promotes a shiny coat.” Pet products, however, can make those latter claims, as they fall under dietary supplements.

Example: A dog food label can state is “reduces urine pH to help maintain urinary health in dogs” as long as a well-controlled scientific study can substantiate this claim to produce a more acidic urine in dogs. The data must be reviewed by the FDA and the Center for Veterinary Medicine (CVM).

Safety and Quality Claims

You cannot say things like ‘this is a miracle cure for cats’ or ‘this is the best fecal test on the market for dogs. You must have substantiated evidence to back any and all claims.

The same holds true with saying ‘100 percent safe’ or ‘completely non-toxic.’ Regulations set safety standards and quality controls to prevent harmful ingredients, contaminants, and substandard products from entering the market.

You can say “clinically tested to be safe for use with pets” if the clinical work has been done, meets regulatory standards, and you have scientific evidence and/or clinical trials to support your claims.

Natural and Organic Labeling

It gets extra fun here. The USDA’s Natural Organic Program (NOP) defines organic as “produced through approved methods that integrate cultural, biological and mechanical practices that foster cycling of resources, promote ecological balance and conserve biodiversity. Synthetic fertilizers, sewage sludge, irradiation and genetic engineering may not be used.”

In terms of enforcement, “Organic regulations specific for pet foods are currently being developed” and right now, the NOP says “pet foods claiming to be organic must meet its human food regulations.”

Natural, however, opens up another can of worms. The U.S. Food and Drug Administration (FDA) has “not yet defined natural in relation to pet food labeling. Instead, it relies on the federal requirement that labeling must not be false or misleading.”

Dietary Supplements

Whether a vitamin, supplement, or CBD (which has its own set of do’s and dont’s in marketing), a supplement is also herbs, botanicals, nutraceuticals, or other novel ingredients used on their own or in pet food, treats, or beverages.

According to APPA, “The FDA considers animal food supplements that are not approved nutrients included in the AAFCO list of approved ingredients or GRAS (Generally Recognized As Safe) to be unapproved food additives or unapproved new animal drugs.”

You cannot states that a product, for example, ‘cures arthritis’ or ‘treats heart disease’ unless the product is FDA approved. Otherwise, you cannot suggest the product can treat, prevent, cure any pet condition or disease.

Comparative Claims

You can make claims of your product against another product, as often seen in charts with a side-by-side comparison. For example, you can say “contains 15% more glucosamine than brand ABC” if you can prove it. You cannot say “Our supplement prevents disease better than brand XYZ” without health/scientifically proven studies.

Legal experts are your best bet to review your labeling, statements, and any claims made so you are in compliance across the board.

Nutritional and Ingredient Claims

Working with veterinary nutritionists or regulatory experts can help keep you out of hot water while ensuring nutritional and ingredient compliance.

Don’t say “contains real chicken” if chicken flavor is used. Claiming a treat “boosts the immune system of cats” must be supported by scientific research and data in doing so. Saying something is the best is subjective and difficult to prove. “The best hamster feed on the market,” for example can be misleading.

P.S. The word holistic is used in marketing to make the product sound healthy. There is no legal definition of what is ‘holistic’ at this time.

Stay compliant in pet industry - dog at Global pet expo
My dog Dexter at Global Pet Expo

Words You Can Use With Proof in the Pet Industry

It’s best to err on the side of caution and proof when it comes to written language in the pet industry. This includes all visual assets, social media, documentation, etc.

Understand regularly requirements, ensure accurate labeling, have a social media policy in place, ensure a brand/tone/voice guide is accessible, and consult with experts for statements and scientific evidence. Ensure you have a pet industry lawyer familiar with compliance and adhering to agency do’s and dont’s.

Words that tend to be safe include healthy, support, maintain, and assists.

Words to stay away from regarding claims include cure, prevents, or relieves.

Words that can be used with modifiers or qualifiers include may help, may reduce, may increase, so you are not implying the product is completely fixing the problem.

Some copy I’ve written for pet industry brands over the years which became a part of their culture, voice, and documentation include:

  • The smarter way to care for pets from home, the entire line is affordably priced because love shouldn’t break the bank. 
  • Groom smarter, not harder, with professional, show-quality results for dogs, cats, and horses. 
  • We skipped the harsh chemicals, dyes, and parabens because pets deserve gentle formulas that are kind to their skin. 
  • Proudly made in America with real meat as our #1 main ingredient. Your very good dog deserves a treat you feel good serving. 
  • Our 28-calorie treats are easy on your dog’s waistline because treats should represent no more than 10% of your dog’s daily food intake.
  • Love the pet, control the shed.
  • We offer convenient, cost-effective solutions to empower pet parents.

Agencies That Oversee Pet Industry Claims and Marketing Statements

Here are some of the many agencies who oversee or work with the pet industry to ensure marketing and advertising claims are truthful.

Food and Drug Administration (FDA)

The FDA regulates pet food, treats, and supplements to ensure they are safe and properly labeled. They oversee claims related to nutrition, health benefits, and disease prevention or treatment. The FDA is regulates the content of a pet food label.

According to the official FDA website for pet food, “The Food and Drug Administration (FDA) regulates pet food similar to that for other animal foods. The Federal Food, Drug, and Cosmetic Act (FD&C Act) requires that all animal foods, like human foods, be safe to eat, produced under sanitary conditions, contain no harmful substances, and be truthfully labeled.”

Association of American Feed Control Officials (AAFCO)

“The Association of American Feed Control Officials (AAFCO) is an independent organization that has been guiding state, federal and international feed regulators with ingredient definitions, label standards and laboratory standards for more than 110 years, while supporting the health and safety of people and animals.”

Federal Trade Commission (FTC)

If you make any sort of advertising claims, the FTC regulates them to prevent unfair and deceptive practices. Claims pet brands make must be truthful and devoid of any misleading or unsubstantiated marketing practices. The FTC can take action against brands making any such claims about their products.

The FTC regulates advertising pet food, but most states require pet food manufacturers register the product within their state.

State Regulatory Agencies

Each state has their own agencies and regulations regarding pet shampoos and pet grooming products. Generally, state agricultural or veterinary departments oversee the regulations.

Of note, There are several items not on the FDA’s regulatory radar and pet grooming aids are one such category.

Environmental Protection Agency (EPA)

The EPA along with the FDA determine “regulatory oversight of pesticides and new animal drugs” including pet spot-on products for fleas and ticks.

National Animal Supplement Council (NASC)

Formed in 2001 to improve the health of horses and companion animals in the United States, NASC is a nonprofit trade association. According to the NASC website, “Look for the yellow Quality Seal on supplements for dogs, cats and horses to know you’re buying from responsible suppliers that have successfully passed a comprehensive third-party audit and maintain ongoing compliance with rigorous NASC quality requirements.”

United States Department of Agriculture (USDA)

The USDA oversees production of some pet products and sets standards for related labeling and product claims.

Veterinary Oral Health Council (VOHC)

Formed under the American Veterinary Dental College, the VOHC works with the Center for Veterinary Medicine (CVM) to demonstrate if a pet dental product reduces plaque and tartar. As a result, brands may earn the seal from the VOHC.

Center for Veterinary Medicine (CVM)

Part of the FDA, the CVM’s mission statement is to “protecting human and animal health.” They achieve this in a variety of ways from ensuring animal drugs are safe and effective to monitoring the safety of all types of animal food for all types of animals, and educating pet parents, animal producers, and understand the products they regulate.

In a nutshell, the CVM regulates animal drugs, animal food and feeds (including pet foods) and animal medial devices.

The CVM does not provide veterinary advice, regulate veterinary medicine, regulate vaccines, nor regulate pesticides (this is under the purview of the Environmental Protection Agency or EPA).

American Pet Products Association (APPA)

The American Pet Products Association (APPA) is a trade association that supports the pet industry and promotes responsible pet ownership. Their members are in the pet industry, and APPA promotes, develops, and advances both responsible pet ownership and the pet products industry. APPA maintains a library of pet product labeling requirements.

Most notably, APPA hosts one of the biggest pet industry trade shows in the world, Global Pet Expo, every year in Orlando, Florida. I highly recommend attending this show, as I have a dozen times, which is open to independent retailers, distributors, mass-market buyers, and other qualified professionals. Media and influencers are also present.

Fair Packaging and Labeling Act (FPLA)

The placement, content, and form of labels on pet products fall under the FPLA or through laws adopted by most states. The FPLA’s purpose is to “prevent unfair or deceptive packaging and labeling, and to make it easier to compare values.”

What If This Sounds Like Too Much To Deal With?

I hear you. One of the many reasons I founded Smart Dog Copy is to help brands communicate the unique benefits of their pet products with compliance and effectiveness.

Avoid the wrong words and knowing what and how to say something is one of my superpowers. Reach out to me and let’s make well-trained works that work and convert.

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