The Truth Behind Dog Food Marketing: Misleading Claims, Toxic Narratives & How to Report Them
In today’s saturated pet food market, flashy branding, fear-based messaging, and pseudoscientific claims have become powerful tools to win over dog owners. But these marketing tactics aren’t always based on fact—and in some cases, they violate advertising regulations outright.
In this blog, we’ll explore the murky side of dog food marketing
The Rise of Distrust Marketing in the Dog Food Industry
Pet food marketing has evolved far beyond simple product benefits. Today, some brands build their identity around distrust—encouraging suspicion of veterinary professionals, other brands, different pet food types, and regulatory authorities.
This tactic preys on well-meaning dog owners who want the best for their pets but are overwhelmed by conflicting information online. Fear sells. And unfortunately, the consequences for dogs and their owners can be serious.
Common Fear-Based Marketing Tactics Include:
✅ Claiming that all kibble is “toxic” or “fake food”
✅ Using emotionally charged terms like “poison,” “cancer-causing,” or “processed garbage”
✅ Suggesting that vets can't be trusted because they’re “paid by kibble companies”
✅ Quoting scientific-sounding jargon without referencing any real studies
✅ Showing dramatic before-and-after photos with no evidence of what changed other than diet
While not all pet food marketing is problematic, many brands blur the line between education and fearmongering—often crossing ethical or even legal boundaries.
What the ASA Says: Understanding Advertising Rules in the UK
The Advertising Standards Authority (ASA) regulates advertising across all media in the UK, including websites, social media, emails, and packaging.
What’s Not Allowed Under ASA Rules:
Misleading Claims
Advertisers must not make untrue or exaggerated claims about a product’s benefits or competitors’ products without robust evidence.Denigration of Professionals or Brands
It is against ASA regulations to unfairly criticise or discredit other companies or professions—such as vets or pet food manufacturers—without clear, substantiated proof.Unfounded Health Claims
Health-related claims (e.g., “kibble causes cancer”) must be backed by reliable scientific data, not opinion, anecdote, or biased interpretation.
When brands cross these lines, consumers can and should report them.
Case Study: Mont Dog Ltd (Wild Pack) vs ASA
In 2024, Mont Dog Ltd (trading as Wild Pack) released a marketing campaign heavily criticising traditional pet foods and veterinary professionals. In 2025, the ASA upheld three complaints against them made by myself. Here's what happened.
The Complaints (Ruling A24-1265514):
Mont Dog’s marketing featured claims that:
Veterinary professionals and UK Pet Food were untrustworthy because they were financially incentivised by kibble companies.
Kibble Pet food manufacturers were harming pets and intentionally misleading consumers.
Kibble was “toxic” and caused serious health problems due to glycotoxins, without presenting robust scientific evidence.
ASA Findings:
The ASA upheld all three complaints.
The ads were found to denigrate vets and mislead consumers by suggesting they were corrupt or complicit in harming pets.
The claim about glycotoxins in kibble causing health issues was not supported by evidence. Mont Dog could not present peer-reviewed research or studies to back their position.
Read the full ASA ruling here: Mont Dog Ltd ASA Ruling
This ruling highlights a growing issue: fear-based marketing dressed up as education. It can cause panic, distrust, and poor feeding choices that may hurt rather than help pets.
The Science Behind the Claims: What’s Actually True?
Let’s break down some of the common claims used in deceptive marketing.
❌ “Kibble is toxic because of glycotoxins”
This claim misrepresents what glycotoxins (AGEs—Advanced Glycation End Products) are. While it’s true that cooking foods at high temperatures can create AGEs, these are also present in many cooked foods, including those prepared at home. There is no conclusive evidence linking typical dietary glycotoxins in pet food to specific diseases in dogs.
A 2017 review published in Frontiers in Nutrition explored AGEs in human and animal diets but concluded more research is needed before making definitive claims.
❌ “All vets are paid by kibble companies”
This is a dangerous generalisation. Veterinary schools do receive funding from pet food manufacturers, and some clinics do stock specific brands. But this doesn’t mean all vets are compromised. Most follow strict ethical codes and make decisions based on evidence and individual pet health, not corporate influence.
❌ “Feeding raw/fresh is always superior”
While some dogs thrive on fresh or raw food, not all homemade or raw diets are balanced. In fact, several studies (e.g., Freeman et al., 2013; Dillitzer et al., 2011) found that the majority of home-prepared diets are nutritionally inadequate when not formulated correctly.
How to Spot Misleading Marketing in the Pet Industry
To protect yourself (and your dog), here are some red flags to watch out for:
1. 🚩 Dramatic Health Claims
“Cures allergies!” or “Prevents cancer!” “Less Vet trips” without citing clinical research.
2. 🚩 Blame-Focused Messaging
Language like “your vet is lying to you” or “kibble is killing your dog.”
3. 🚩 No Independent Evidence
No references to scientific papers, or referencing low-quality sources with no peer review.
4. 🚩 Cherry-Picked “Science”
Taking one study out of context or using non-peer-reviewed sources like blogs or YouTube videos.
5. 🚩 Emotional Imagery Over Data
Using shocking images or stories without backing them up with facts.
How to Report Misleading Dog Food Ads to the ASA
If you’ve seen a dog food ad or website that you believe violates these principles, you can report it to the ASA. Here’s how:
✅ Step-by-Step: How to Report to the ASA
Go to www.asa.org.uk/make-a-complaint
Choose “Make a complaint”
Enter details of the ad, including where you saw it (e.g., Instagram, website, packaging)
Include screenshots or links if possible
Explain why it’s misleading, offensive, or unsubstantiated
Submit and await investigation (you’ll get a response within a few weeks)
What Can Be Reported?
False health claims
Misleading ingredient information
Attacks on professional integrity (e.g., vets)
Fearmongering or sensationalism without science
Unsubstantiated “scientific” claims
The ASA can issue rulings that force companies to take down ads, issue corrections, or change their language permanently.
Why This Matters: The Real Cost of Misinformation
Dog owners are increasingly seeking better nutrition—and rightly so. But misinformation hurts that effort.
When brands use fear to sell, it:
Undermines trust in qualified professionals
Confuses consumers who want the best for their dogs
Leads to dietary imbalances, health risks, and poor long-term outcomes
We need more transparent, evidence-based, and ethical communication in the pet food space. That’s why rulings like the one against Mont Dog Ltd matter—they help set clearer standards for what is and isn’t acceptable.
Final Thoughts: Choose Informed, Not Influenced
There are many great pet food brands doing it right—providing clear sourcing, balanced formulations, and respectful communication with both pet parents and professionals. But there are also brands and influencers that weaponise distrust to build a following.
As a pet owner, you don’t need to panic, but you do need to stay informed. Look for:
Brands that back claims with peer-reviewed research
Formulations that meet FEDIAF or AAFCO standards
Professionals with accredited training and qualifications
A tone that educates, not manipulates
And if you ever feel misled? Use your voice. Report. Share responsibly. Your actions help protect not just your dog—but dogs everywhere.
Have You Seen Dodgy Pet Food Ads?
Send us a message if you’ve seen misleading marketing you’re unsure about—we’ll help you review it.
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