National Advertising Review Board Recommends Merck Animal Health Discontinue “Best in Show” Commercial for Bravecto Flea and Tick Preventative for Dogs
703-247-9330 / firstname.lastname@example.org
New York, NY – May 05, 2022 – A panel of the National Advertising Review Board (NARB), the appellate advertising law body of BBB National Programs, has recommended that Merck Animal Health discontinue its “Best in Show” commercial for Bravecto brand flea and tick preventative based on the NARB panel’s finding that the 30-second commercial reasonably communicates an implied misleading and unsupported message that a rival company’s NexGard brand flea preventative fails to protect against fleas for twelve weeks because of a lack of efficacy.
The advertising at issue had been challenged before the National Advertising Division (NAD) by Boehringer Ingelheim Animal Health USA Inc., maker of NexGard. Following NAD’s decision ( Case No. 7029), Merck Animal Health appealed NAD’s recommendation that it discontinue its 30-second “Best in Show” television commercial.
In agreement with NAD, the NARB panel determined that Merck Animal Health’s commercial in its current form is not sufficiently clear in conveying that Bravecto’s longer-lasting performance in preventing fleas as compared to NexGard is due solely to the fact that Bravecto is a chew designed to last 12 weeks, while NexGard is a chew designed to last for one month.
The NARB panel found that this lack of clarity results in a reasonable interpretation by consumers that the NexGard single-dose product failed to continue working through the 12-week time period portrayed in the commercial because it is less efficacious, a claim which both parties agree is not supported. The panel noted that there is nothing in the record to indicate that NexGard when used as directed with monthly dosing is less effective than Bravecto at preventing fleas and ticks over a 12-week period.
For these reasons, the NARB panel recommended that Merck Animal Health discontinue its 30-second “Best in Show” advertisement.
The NARB panel also found that nothing in the NAD decision prevents Merck Animal Health from advertising a truthful message that a single dose of Bravecto is designed to last 12 weeks compared to NexGard’s one-month dosing design, and any benefit that may come from that, such as convenience to pet owners.
Merck Animal Health stated that it “will comply with the NARB’s decision.” The advertiser further stated that it “respectfully disagrees with the majority’s ruling that the Bravecto 30 second ‘Best in Show’ commercial reasonably conveys a message other than that one dose of Bravecto has a longer duration of action than a dose of NexGard. Nonetheless, Merck Animal Health will consider the NARB’s recommendations in future advertising.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
National Advertising Review Board Recommends Modifications to T-Mobile Home Internet “Fast,” “High-Speed,” and “Reliable” Claims
New York, NY – May 25, 2023 – A panel of the National Advertising Review Board (NARB) found that T-Mobile‘s express claims for T-Mobile Home Internet (T-HINT) are supported, but recommended certain modifications to the claims so consumers understand the context in which they will receive internet service and the...
National Advertising Division Recommends Clearer Disclosure of Affiliate Advertising Relationships for Renue by Science Dietary Supplements
New York, NY – May 25, 2023 – The National Advertising Division (NAD) recommended Renue by Science modify disclosures of affiliate relationships and modify or discontinue challenged YouTube videos to disclose the advertiser’s relationship to the speaker.
National Advertising Division Finds HelloFresh “Flexible Plans” Claim Supported; Recommends Clear and Conspicuous Disclosure of “16 Free Meals” Material Terms
New York, NY – May 24, 2023 – The National Advertising Division (NAD) determined that HelloFresh supported the claim “Flexible Plans, Less Hassle: Add extra meals to any week’s order, change your delivery day or menu preferences, skip a week or cancel anytime” for its...
Direct Selling Self-Regulatory Council Recommends Juice Plus+ Discontinue Certain Earnings and Health-Related Product Claims
McLean, VA – May 23, 2023 – The Direct Selling Self-Regulatory Council (DSSRC) recommended that Juice Plus+ modify or discontinue certain earnings and health-related product performance claims. These claims were made by Juice Plus+, a direct selling company that sells fruit and vegetable juice extract supplements, as...