National Advertising Division Finds Certain PetIQ Claims Supported; Recommends Other Comparative Claims Be Modified or Discontinued
New York, NY – July 16, 2026 – Following a challenge brought by Elanco Animal Health Incorporated, BBB National Programs’ National Advertising Division determined that PetIQ, LLC provided a reasonable basis for its vet-recommended active-ingredient claims for its PetArmor® Extend Flea & Tick Collar. However, the National Advertising Division (NAD) recommended that PetIQ modify or discontinue certain claims regarding market leadership, brand growth, consumer trust, comparative performance, and product attributes.
PetIQ and Elanco compete in the market for pet flea-and-tick prevention products. Elanco markets Seresto and PetIQ markets PetArmor Extend, which each contain the active ingredients imidacloprid and flumethrin.
Elanco challenged PetIQ’s brand-superiority and vet-recommended ingredient claims for its PetArmor flea and tick lineup, including assertions that PetArmor Extend is made with the “#1 vet-recommended” active ingredients, alongside claims that PetIQ is the “#1 brand in total solutions” and the “#1 fastest-growing brand” in the category.
NAD determined that PetIQ provided a reasonable basis for its vet-recommended active-ingredient claims, finding that PetIQ’s survey evidence supported the message that veterinarians recommend the imidacloprid and flumethrin active-ingredient combination more than other flea-and-tick collar active-ingredient combinations.
However, NAD determined that PetIQ did not provide adequate support for the broad market-leadership message conveyed by its “#1 Brand in Total Flea & Tick Solutions” claim or the unqualified growth message conveyed by its “#1 Fastest Growing Flea & Tick Brand” claim.
Therefore, NAD recommended that the challenged “#1 Brand” and “#1 Fastest Growing” claims be discontinued or modified to avoid conveying unsupported market leadership and growth messages.
Additionally, NAD recommended that PetIQ discontinue or modify its challenged “trusted by millions,” duration, comparative performance, and product attribute claims to avoid conveying unsupported messages.
In its advertiser statement, PetIQ stated it “agrees to comply with its decision.”
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 may not be used for promotional purposes.
PetIQ and Elanco compete in the market for pet flea-and-tick prevention products. Elanco markets Seresto and PetIQ markets PetArmor Extend, which each contain the active ingredients imidacloprid and flumethrin.
Elanco challenged PetIQ’s brand-superiority and vet-recommended ingredient claims for its PetArmor flea and tick lineup, including assertions that PetArmor Extend is made with the “#1 vet-recommended” active ingredients, alongside claims that PetIQ is the “#1 brand in total solutions” and the “#1 fastest-growing brand” in the category.
NAD determined that PetIQ provided a reasonable basis for its vet-recommended active-ingredient claims, finding that PetIQ’s survey evidence supported the message that veterinarians recommend the imidacloprid and flumethrin active-ingredient combination more than other flea-and-tick collar active-ingredient combinations.
However, NAD determined that PetIQ did not provide adequate support for the broad market-leadership message conveyed by its “#1 Brand in Total Flea & Tick Solutions” claim or the unqualified growth message conveyed by its “#1 Fastest Growing Flea & Tick Brand” claim.
Therefore, NAD recommended that the challenged “#1 Brand” and “#1 Fastest Growing” claims be discontinued or modified to avoid conveying unsupported market leadership and growth messages.
Additionally, NAD recommended that PetIQ discontinue or modify its challenged “trusted by millions,” duration, comparative performance, and product attribute claims to avoid conveying unsupported messages.
In its advertiser statement, PetIQ stated it “agrees to comply with its decision.”
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 may not be used for promotional purposes.