Here’s what Procter & Gamble ads for Iams cat food in the U.K. claimed:

1. Vets know that catering to all your cats’ different needs isn’t easy – so 8 out of 10 vets recommend Iams
2. Voted #1 recommended dry cat food brand available in supermarkets
3. Small print said: “Based on an independent survey of vets at the Congress of the British Small Animal Veterinary Association on complete dry cat foods available in supermarkets (April 2007)”.

But the U.K. Advertising Standards Authority noted that: Continue reading →