What did Freshpet’s ad watchdog say?

U.S. ad body challenges “human grade” claims

Freshpet has been told to stop advertising claims that imply its dog food is “human grade.” The push comes after a challenge brought by rival The Farmer’s Dog.

The enforcement action is linked to BBB National Programs’ National Advertising Division, which reviewed the marketing language. The central issue is consumer interpretation: if a product is presented as “human grade,” that phrasing can suggest standards or handling comparable to food intended for people, even though it’s still dog food.

What the decision means in practice

• Freshpet is required to remove or revise the language that implies the “human grade” standard.
• The development highlights how pet-food marketing is being scrutinized for claims that consumers may read as food-quality guarantees, not just branding.

Why it matters

“Human grade” is a phrase that can carry heavy weight for shoppers making purchasing decisions for their pets. When regulators or watchdog bodies push back, it can affect not only one company’s messaging but also the wider category, where competitors may be prompted to justify or rework similar claims.

No specific alternative wording was included in the snippet, and details beyond the directive to stop making the implication were not provided. The key point is that the advertising standard is changing, at least for the challenged claim.