Watchdog group recommends Blue Buffalo modify claims

The National Advertising Division (NAD) has recommended that Blue Buffalo Co., the maker of BLUE Brand Pet Food Products, modify advertising claims to avoid disparaging competing pet food makers, according to an Advertising Industry Self-Regulation release. The Blue Buffalo claims at issue were challenged by Hill's Pet Nutrition.

The ads being investigated depict a pet owner who is shocked to find out "big name pet foods" contain chicken by-product meal. Consumers are also encouraged to compare their pet's food to BLUE by taking the "True BLUE Test," an online comparison with other pet foods.

NAD has recommended that Blue Buffalo alter the advertisements to avoid references to competing manufacturers misleading consumers with their ingredients. Further changes have been recommended for the online test.