In National Advertising Division Challenge, Pretty Litter, Inc. Voluntarily Discontinues Certain Comparative Claims for Its Cat Litter

New York, NY – December 20, 2023 – In a BBB National Programs National Advertising Division (NAD) challenge brought by competitor The Clorox Company, Pretty Litter, Inc. voluntarily discontinued the challenged comparative advertising claims for its cat litter, including that Fresh Step® clay litter “doesn’t absorb odor, making your home stink.”

During the proceeding, Pretty Litter indicated that as part of its ongoing business operations and website review, it committed to discontinuing the challenged express claims. Pretty Litter also informed NAD that it would permanently discontinue the implied claims in the way they were conveyed. Therefore, NAD did not review the express or implied claims on their merits. 

The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and Pretty Litter agreed to comply.

In its advertiser statement, Pretty Litter stated that it “appreciates the opportunity to participate in the self-regulation process and will comply with the NAD’s recommendations.” The advertiser further noted that “the majority of advertising complained about by Clorox was legacy advertising and already discontinued as part of Pretty Litter’s ongoing business operations.” 

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. Per NAD/NARB procedures, this release shall not be used for advertising or promotional purposes.