1.Scope and General Principles
1.1 These guidelines comprise dog- and cat food marketing and where applicable also accessories and food for other pets.

1.2 The guidelines are outlined by the principle that no product according to 1.1. shall be described or presented in a way which is false, misleading, illusory or creating a wrong impression of its qualities in any sense.

2. Definition
2.1 In these guidelines marketing is defined as any presentation which says, claims or indicates that a product has certain qualities, related to its raw material origin, nutritive qualities, nature, production, composition or other quality.

3. Undue Marketing
The following marketing shall be considered undue:

3.1 Marketing which claims that a pet food product offers the animals all the nutritive substances and can be used as the only food, if the product does not fulfil the demands of the directions for a complete food.

3.2 Marketing which claims that a complete food which fulfil the demands in 3.1, cannot offer the animal a satisfactory diet.

3.3 Marketing which cannot be verified.

3.4 Marketing which presents the food as suitable to prevent, relieve, treat or cure illness, ill-health or any other physical condition, unless the food fulfil existing regulations.

3.5 Marketing which intentionally can give cause to doubts about the safety of competitive products or which can evoke or take advantage of the consumers’ fear.

4. Misleading Marketing
The following marketing can be characterised as misleading:Irrelevant statements, incorrect comparisons included.

4.1 Statements that a special food has unique qualities, when all similar foods have the same qualities.

5. Conditions for Special Marketing
The following marketing shall be allowed only if these conditions are fulfilled:

5.1 Statements saying that a food has obtained increased or unique nutritive value by additives such as vitamins, minerals, antioxidants and amino-acids, can be used only if this can be scientifically proved.

5.2 Terms like “natural”, “pure”, “fresh”, “home- made”, “not syringed”, or “bio-dynamically cultivated”, should be used with restraint. The use of such terms should be in accordance with the conditions in point 3.

5.3 Religious or ritual preparations of a food can be marketed only if it is done in accordance with the specific religion or in accordance with the existing regulations.

5.4 Marketing claiming the absence of or without additives of certain substances, can be used according to national legislation and is customary only for colourings and preservatives.

This marketing may not be used if:

a) the substance normally is not included in pet food
b) the substance has been replaced by another substance with similar negative qualities
c) the substance is not allowed for use in pet food.

Marketing which sets off the absence of one or several raw materials must be verified or be of significant importance for the consumer.

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