NAD Refers Advertising for Kent Nutrition’s ‘World’s Best Cat Litter’ to FTC for Further Review

New York, New York – March 25, 2011– The National Advertising Division of the Council of Better Business Bureaus has referred advertising claims for “World’s Best Cat Litter,” made by Kent Nutrition Group, Inc., to the Federal Trade Commission for further review, after the company declined to participate in an NAD proceeding.

NAD, the advertising industry’s self-regulatory forum, sought to review advertising claims for the product following a challenge by Clorox Pet Products Company, Inc.

Claims at issue included performance claims, safety claims, environmental claims and superiority claims, including:

• “World’s Best Cat Litter”
•  “Only One Litter is Good Enough To Be Called The Best!”
•  “No litter ends cat odor better, and we never get tired of proving it.”
• “Ends Odor the Best.”
•  “World’s Best Cat Litter is recommended by veterinarians.”
• “Vet approved.”
• “There are no toxins in case it’s ingested.  If your cat licks his paw after a trip to the litter box, it’s ok.”
• “Scientifically Proven.  Pet, People, and Planet Safe.”
• “100% Biodegradable and flushable cat litter.”
•  “As Green As Green can be.”

 Upon receipt of NAD’s opening letter, the advertiser advised NAD that it declined to participate in the self-regulation process.  The advertiser argued that it had a long commitment to product testing and been using its trade name for twelve years without evidence of consumer confusion.

 In light of the advertiser’s refusal to participate in the self-regulation process, pursuant to Section 2.10(B) of NAD/NARB Procedures, which requires that unresolved issues be brought to the attention of the appropriate government agencies, NAD has referring this matter to the Federal Trade Commission for further review.