By Linda Bren

Statements that a product can treat, prevent or reduce the risk of a disease are considered drug claims and are not allowed on pet food. CVM also disallows claims such as “improves skin and coat,” “prevents dry skin,” and “hypoallergenic.” Consumers may see phrases such as “promotes healthy skin” and “promotes glossy coat.” CVM permits these claims, but any healthy animal that gets adequate nutrition should have these qualities anyway without eating a special food.

Recognizing the close link between diet and disease, CVM does allow certain health-related information on labels to help consumers evaluate pet foods. For example, while a product cannot claim to treat feline lower urinary tract disease, a concern for some cat owners, it may make the claim that the food “reduces urine pH to help maintain urinary tract health,” provided data generated by the manufacturer and reviewed by CVM support the statement.

CVM permits some dental claims on pet foods. The jaw movement of animals as they chew on certain foods or treats, or some chemicals in foods, can help reduce plaque and tartar, so CVM allows claims such as “helps control plaque” and “helps control tartar.” CVM does not allow claims to treat or prevent gingivitis or periodontal disease because these are drug claims.

Pet owners may see claims such as “improves doggie breath” on pet food or treats. These claims have no regulatory meaning; manufacturers use them simply to promote their products.

The phrase “recommended by veterinarians” also has no regulatory meaning, says Rodney Noel, Ph.D., AAFCO’s pet food committee chair and a chemist at Purdue University. “There is no minimum number or percentage of veterinarians required for a company to be able to state its product is recommended by vets,” Noel says.

CVM provides manufacturers some latitude in making health claims regarding a category of food known as veterinary medical foods, which consumers can obtain only through a veterinarian. Manufacturers design these foods to treat a particular disease or condition. Although not regulated as drugs, these foods may carry health information in promotional materials for the veterinarian to help them treat their patients correctly.

For additional regulatory information on pet food and labeling, call CVM at 301-594-1755 or visit www.fda.gov/cvm.