The National Advertising Division determined that PetIQ provided a reasonable basis for its vet-recommended active-ingredient claims for its PetArmor Extend Flea & Tick Collar, but recommended that PetIQ modify or discontinue certain claims regarding market leadership, brand growth, consumer trust, comparative performance, and product attributes. The decision followed a challenge brought by Elanco Animal Health Incorporated, which markets the competing Seresto collar. NAD found that PetIQ’s survey evidence supported the message that veterinarians recommend the imidacloprid and flumethrin active-ingredient combination more than other flea-and-tick collar active-ingredient combinations. However, NAD determined that PetIQ did not provide adequate support for its “#1 Brand in Total Flea & Tick Solutions” claim or its “#1 Fastest Growing Flea & Tick Brand” claim, and recommended those claims be discontinued or modified. NAD also recommended that PetIQ discontinue or modify its “trusted by millions,” duration, comparative performance, and product attribute claims to avoid conveying unsupported messages. PetIQ stated it agrees to comply with the decision.
Elanco Animal HealthNAD ruling restricts PetIQ's market leadership and growth claims, benefiting Elanco as the challenger.
NAD recommends PetIQ modify or discontinue key marketing claims, potentially harming brand perception and sales.