FTC banishes Eukanuba claim to the doghouse

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Mars Petcare, which makes the Eukanuba brand of dog food, has agreed to settle Federal Trade Commission charges of false advertising.

FTC says the company claimed, but couldn’t prove, that dogs that are fed Eukanuba could extend their lifespan by at least 30 percent. Mars Petcare claimed that the result was discovered after a 10-year study. FTC refutes that claim, saying Mars Petcare didn’t have the evidence to back it up when pressed.

No fine was levied. Mars Petcare only is prohibited from making similar deceptive ads, FTC says.