What did Freshpet get told to stop?

Freshpet warned over “human grade” claims

Freshpet has been instructed to stop advertising claims that imply its dog food is “human grade.” The action was tied to a challenge brought by rival The Farmer’s Dog.

The dispute centers on how brands communicate about product quality and safety to consumers. “Human grade” language is especially sensitive in pet food marketing because it can be read as a promise that ingredients and manufacturing standards mirror those used for human food.

In the material provided, the basis for the warning is that an ad regulatory body concluded Freshpet’s messaging suggested an alignment with “human grade” standards in a way that prompted enforcement. BBB National Programs’ National Advertising Division is named as the body involved.

The key practical implication for pet owners is that promotional wording may change even if the underlying products don’t. Consumers who rely on “human grade” language as a proxy for trust or quality could see Freshpet shift to different phrasing in future advertising and packaging.

No specific details were included about what exact wording Freshpet can use instead, how quickly the company must comply, or whether the company plans to appeal. What is clear is that the “human grade” implication has been flagged as something Freshpet should remove from its ads.

For anyone tracking pet food standards, this is an example of stricter scrutiny of marketing claims and the difference between aspirational language and substantiated regulatory-quality statements.