Why ‘Vet Approved’ Dog Foods, Treats, and Supplements Might Not Be What You Think
Not all “vet approved” dog products are created equal. Discover the truth behind marketing claims and why trusting this label blindly could do more harm than good. Learn what to look for—and what to avoid.
The Trust Trap
“Vet approved.” Two simple words. But when it comes to dog food, treats, and supplements, they carry massive weight—enough to influence entire purchasing decisions.
As a canine nutritionist, I regularly work with dog owners who choose a product simply because a vet’s name is printed on the label. And while veterinary input is crucial when it comes to diagnosing illness, managing chronic conditions, and ensuring our dogs receive proper care—it’s not always what it seems in the world of pet food marketing.
In this blog, we’ll break down:
What “vet approved” really means (and what it doesn’t)
Why this term can be misleading
The difference between marketing and medical science
What to look for in truly nutritious dog food and supplements
Why some vet-branded products may be doing more harm than good
And if you're tired of being duped by slick marketing, don’t miss our FREE guide:
How to Spot Bad Pet Food Marketing
What Does “Vet Approved” Actually Mean?
You might assume “vet approved” means a group of veterinarians thoroughly tested the product’s safety, effectiveness, and nutritional adequacy. Unfortunately, that’s rarely the case.
Here’s the truth:
There is no legal definition or regulatory oversight for the term “vet approved” in pet food or supplement marketing.
Brands can use this label if a single vet—sometimes employed or affiliated with the company—has reviewed the product. No peer-reviewed studies. No third-party testing. No evidence of effectiveness required.
According to the UK's Advertising Standards Authority (ASA), such phrases can be considered misleading if they imply scientific endorsement without substantiation (ASA, 2022).
Common Misconceptions About Vet-Branded Products
2. “If a vet sells it, it must be complete and balanced.”
This is especially dangerous with raw, fresh, or natural-looking products labeled as “vet approved.” Owners may assume these are balanced to FEDIAF or AAFCO standards.
Reality:
Not all vet-sold foods are complete. Some:
Are intended for short-term use under veterinary supervision (e.g. elimination diets, renal support diets)
Require additional supplementation to meet daily nutritional requirements
Have no published nutrient breakdowns, especially raw foods or “natural” brands
Just because it’s sold or endorsed by a vet doesn’t mean it’s suitable for long-term, daily feeding.
⚠️ Incomplete diets used as everyday food can lead to serious deficiencies, especially in growing puppies or senior dogs with complex needs.
3. “Vet-recommended supplements must be safe and effective.”
Owners often believe that supplements sold in vet clinics or recommended by a vet are evidence-based and clinically tested.
Reality:
Many popular supplements:
Have no peer-reviewed studies behind them
Contain proprietary blends that hide ingredient dosages
Use human supplements repackaged for pets without proper canine trials
May be over- or under-dosed depending on the dog’s size, diet, and condition
Even glucosamine and omega-3 supplements vary wildly in purity and bioavailability across brands.
🧪 A 2021 review in Frontiers in Veterinary Science highlighted that many veterinary supplements “lack regulatory oversight and validated clinical evidence” (Munday et al., 2021).
Why Brands Use the “Vet Approved” Label
✅ Psychological Authority
The phrase evokes trust, even if it’s not backed by science.
✅ Emotional Influence
Dog owners want to do the best for their pet—and associate vet approval with safety and health.
✅ Regulatory Loopholes
Unlike pharmaceutical products, pet foods and supplements are not required to prove efficacy before making health claims or using professional endorsements.
The result? Brands exploit the vet label for marketing purposes—because it works.
Red Flags to Watch For
🚩 Claim ❌ What It Might Actually Mean
“Vet approved” A single vet reviewed or endorsed it—not a peer-reviewed body
“Clinically tested” Could refer to internal studies, not independent trials
“Backed by science” No public data, often unpublished or funded by the brand
Supplements Are a Growing Concern
The supplement market is booming—and so is the misuse of veterinary endorsements. From joint support chews to calming treats, products often claim:
“Vet recommended”
“Clinically proven”
“Formulated with veterinary input”
But here’s the issue:
Many are not tested in dogs at all
Some include human-safe ingredients that may be harmful to dogs
Many lack standardisation in dosage or purity
In a 2022 report, the National Animal Supplement Council (NASC) noted that less than 25% of pet supplements in the UK were third-party verified for safety or efficacy.
This is particularly alarming when you consider the rise in unregulated supplements sold through social media, Amazon, and even vet clinics.
What You Should Look For Instead
If you're serious about feeding your dog well, here’s what actually matters:
✅ Evidence-Based Formulation
Choose foods and supplements that:
Meet FEDIAF or AAFCO nutritional standards
Publish or reference third-party lab results
List complete ingredient breakdowns, including percentages
✅ Transparency
Brands that are open about:
Who formulated the food
Where it’s made
How they test for safety and nutritional balance
✅ Professional Credentials That Matter
Instead of just “vet approved,” look for:
Board-Certified Veterinary Nutritionists (Dipl ACVN or ECVCN)
Certified Canine Nutritionists
Transparent collaboration between animal scientists and formulators
So, Should You Avoid Vet-Approved Foods?
Not necessarily.
There are valid reasons why a vet may recommend a specific food:
Therapeutic needs (e.g. kidney, GI, allergy management)
Clinical trials supporting its use in a medical setting
Predictable formulation in cases where consistency is key
But for healthy dogs, the “vet approved” label alone should not be your primary decision-making factor.
The Canine Dietitian’s Take
As a qualified canine nutritionist, I’ve reviewed hundreds of products labeled “vet approved” that:
Use poor-quality ingredients in supplements without 3rd party testing
Lack balanced nutrient profiles
Rely on clever marketing over evidence
That’s why I created my FREE guide:
How to Spot Bad Pet Food Marketing
Learn:
The language tricks marketers use
Red flags on pet food labels
What a great product really looks like
This guide is essential if you’ve ever stood in a pet store aisle thinking, “I just want to do the right thing for my dog—but I don’t know who to trust.”
Final Thoughts: Empowered, Not Misled
“Vet approved” might sound reassuring—but don’t let it be the only reason you trust a product. Marketing language is powerful, but your dog deserves more than a cleverly worded label.
Instead:
Read the ingredient list
Ask for nutrient profiles
Look for transparent sourcing
Trust qualified professionals, not vague endorsements
And most importantly—educate yourself.
Get Your Free Guide
Spot Bad Pet Food Marketing
Start making confident, informed choices about what goes in your dog’s bowl.
