Bird and Bird, a PIF Associate Member, has issued a briefing for pet food brands following a comprehensive review by the Advertising Standards Authority (ASA). The review examined how products are marketed to pet owners, specifically focusing on claims such as “grain-free,” “plant-based,” and “natural.” The ASA found that many comparative and health-related claims were not supported by robust clinical evidence, leading to a call for stricter compliance across the industry.

The ASA is particularly concerned with marketing that promotes medicinal benefits, such as improving joint health or repelling fleas, without the appropriate licensing. Under UK law, such claims are considered unlawful if the product is not registered as a medicine, regardless of any evidence collected by the brand. The legal briefing also references the ruling in THE PACK PET, which demonstrated how “plant-based” descriptions can breach advertising codes if they mislead consumers about the product’s nature or benefits.

The shifting landscape of consumer law was further highlighted by the Supreme Court in the case of Dairy UK Ltd v Oatly AB. While this specific ruling related to human consumption and the use of the term “milk,” Bird and Bird suggests that pet food advertisers should prepare for similar scrutiny regarding terms like “vegan” or other lifestyle-based descriptors. The ASA has published updated guidance to help manufacturers align their marketing strategies with current legal expectations.

Pet food advertisers are urged to review their existing promotional materials to ensure every health or nutritional claim is backed by high-quality, verifiable data. Failure to comply with these standards can result in formal rulings that damage brand reputation and lead to the mandatory removal of advertising campaigns. Bird and Bird notes that as the pet wellness sector continues to grow, the distinction between nutritional support and medicinal claims will remain a primary focus for regulators.

Industry professionals seeking to improve their compliance or understand the implications of the latest ASA guidance can access further legal resources through Bird and Bird. Ensuring that all marketing “leashes” are tightened now will help brands avoid formal investigations and maintain consumer trust in an increasingly competitive market.

About Bird & Bird

This legal insight was provided by April Parker at Bird & Bird, an international law firm and PIF Associate Member. Bird & Bird specialises in helping brands navigate complex regulatory landscapes, including advertising standards and consumer protection law. For more information on pet food compliance, visit www.twobirds.com.