The Federal Trade Commission took issue with the claims back in August 2016 and recently approved a final order that bars Mars from making similar claims in future ads unless it has scientific evidence to back up its assertions.
According to the FTC’s complaint, the company claimed in ads, but could not prove, that a 10-year study found that dogs fed Eukanuba could extend their expected lifespan by 30 percent or more. The Commission charged that the longevity claims were false or unsubstantiated and that the claim that longevity was proven through scientific evidence was false.
The final order bars Mars Petcare is barred from engaging in similar deceptive acts or practices in the future. The order prohibits the company from making any misleading or unsubstantiated claims that its Eukanuba-brand pet food or any other pet food will enable any dogs to extend their lifespan by 30 percent or more or live exceptionally long lives.
It also prohibits the company from making misleading or unsubstantiated claims regarding the health benefits of any pet food, and requires it to have competent and reliable scientific evidence to back up any such claims.
Finally, the proposed order prohibits Mars Petcare, when advertising any pet food, from misrepresenting the existence, results, conclusions, or interpretations of any study, or falsely stating that the health benefits claimed are scientifically proven.