National Advertising Division Finds Bravecto Quantum Safety Claim Supported, Recommends Others be Modified or Discontinued; Merck to Appeal
New York, NY – March 5, 2026 – In a challenge brought by competitor Elanco Animal Health Inc., BBB National Programs’ National Advertising Division determined that Intervet, Inc. d/b/a Merck Animal Health had a reasonable basis to support the claim that its Bravecto Quantum injectable flea and tick product is “a safe, effective way to protect dogs year round.”
The National Advertising Division (NAD) recommended, however, that Merck discontinue certain claims that explicitly or implicitly conveyed the message that Bravecto Quantum offers a full year of tick protection from a single dose per year or modify them to communicate that dogs with potential exposure to lone star ticks require an eight-month dosing interval.
Merck has appealed portions of the latter part of the decision to the National Advertising Review Board (NARB), BBB National Programs’ appellate arm for determinations made by NAD.
Elanco and Merck market competing products for the prevention and control of flea and tick infestations in dogs. The FDA-approved labeling for Bravecto Quantum, Merck’s injectable flea and tick treatment, reflects that the duration of protection, and corresponding dosing interval, varies by tick species -- providing 12 months of protection against certain tick species, and 8 months of protection against the lone star tick.
At issue for NAD was advertising directed to veterinarians and pet owners claiming that a single injection provides a full year of protection emphasizing “year-long” efficacy.
NAD determined that the main text of the challenged once-a-year dosing claims conveyed an unqualified message that Bravecto Quantum may be administered once-yearly for dogs generally. As FDA approved labeling requires an eight-month dosing interval for dogs with potential exposure to the lone star tick, NAD determined that an unqualified once-a-year dosing message was not supported and that the disclosures used were not sufficiently clear or conspicuous to qualify the main claims.
Therefore, NAD recommended that Merck discontinue the challenged claims or modify them to clearly communicate the eight-month dosing interval for dogs with potential exposure to lone star ticks.
NAD found that, in the case of the claims that explicitly linked one injection or dose to a full year of protection, the eight-month dosing interval for lone star ticks must be communicated in the main claim. However, in the case of the claims that only implicitly conveyed the once-a-year dosing message, NAD determined that a clear-and-conspicuous disclosure may be used.
In addition, NAD recommended that Merck modify its advertising to avoid conveying the following messages:
In its advertiser statement, Merck stated it will “take NAD’s recommendations” for certain claims into account, but that it “respectfully appeals NAD’s decision in part.”
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. This press release shall not be used for advertising or promotional purposes.
The National Advertising Division (NAD) recommended, however, that Merck discontinue certain claims that explicitly or implicitly conveyed the message that Bravecto Quantum offers a full year of tick protection from a single dose per year or modify them to communicate that dogs with potential exposure to lone star ticks require an eight-month dosing interval.
Merck has appealed portions of the latter part of the decision to the National Advertising Review Board (NARB), BBB National Programs’ appellate arm for determinations made by NAD.
Elanco and Merck market competing products for the prevention and control of flea and tick infestations in dogs. The FDA-approved labeling for Bravecto Quantum, Merck’s injectable flea and tick treatment, reflects that the duration of protection, and corresponding dosing interval, varies by tick species -- providing 12 months of protection against certain tick species, and 8 months of protection against the lone star tick.
At issue for NAD was advertising directed to veterinarians and pet owners claiming that a single injection provides a full year of protection emphasizing “year-long” efficacy.
Safety Claim
The challenged safety claim “Numerous studies have shown BRAVECTO QUANTUM to be a safe, effective way to protect dogs year-round” was found to be consistent with FDA-approved labeling and clinical evidence indicating that Bravecto Quantum is safe and effective for year-round use. Therefore, and because NAD did not find that the safety claim conveyed a message about the frequency of administration, NAD determined this claim was substantiated.“Once-a-Year” Dosing Claims
NAD determined that certain Merck claims— including “1 quick injection. 1 full year* of flea and tick protection for dogs,” “365 days of protection, all in one dose,” "Year-long* protection" via "extended-release composition [that] delivers effective levels of fluralaner for 12 months,*" and "Kills fleas and ticks for a full year,*" either explicitly or implicitly linked a year-long time period to a single administration, conveying that the product needs to be administered only once annually.NAD determined that the main text of the challenged once-a-year dosing claims conveyed an unqualified message that Bravecto Quantum may be administered once-yearly for dogs generally. As FDA approved labeling requires an eight-month dosing interval for dogs with potential exposure to the lone star tick, NAD determined that an unqualified once-a-year dosing message was not supported and that the disclosures used were not sufficiently clear or conspicuous to qualify the main claims.
Therefore, NAD recommended that Merck discontinue the challenged claims or modify them to clearly communicate the eight-month dosing interval for dogs with potential exposure to lone star ticks.
NAD found that, in the case of the claims that explicitly linked one injection or dose to a full year of protection, the eight-month dosing interval for lone star ticks must be communicated in the main claim. However, in the case of the claims that only implicitly conveyed the once-a-year dosing message, NAD determined that a clear-and-conspicuous disclosure may be used.
In addition, NAD recommended that Merck modify its advertising to avoid conveying the following messages:
- Pet owners and veterinarians who choose Bravecto Quantum only need to treat dogs once a year for complete protection.
- Pet owners and veterinarians do not need to worry about tick infestations in dogs for a full year when using Bravecto Quantum.
- Pets are protected from the lone star tick for a full year with Bravecto Quantum.
In its advertiser statement, Merck stated it will “take NAD’s recommendations” for certain claims into account, but that it “respectfully appeals NAD’s decision in part.”
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. This press release shall not be used for advertising or promotional purposes.