The Better Business Bureau National Programs’ National Advertising Division (NAD) has recommended that Intervet Inc. (d/b/a Merck Animal Health) change specific marketing language for Bravecto Quantum injectable flea and tick prevention. Although NAD found a reasonable basis for the claim that Bravecto Quantum is “a safe, effective way to protect dogs year-round,” the organization identified issues with advertising messaging that implies a single dose adequately protects dogs from all tick species for 12 months.
The review followed a challenge issued by Elanco Animal Health Inc., which markets competing parasite-prevention products, to determine whether Bravecto Quantum’s advertising aligned with its FDA-approved labeling. According to NAD, while the product’s labeling reflects more frequent dosing based on exposure to certain tick species — specifically, every eight months for protection against the lone star tick — certain promotional messages imply that once-yearly injection protects against all tick species.
In its decision, NAD determined that the safety claim “Numerous studies have shown Bravecto Quantum to be a safe, effective way to protect dogs year-round” was acceptable because it does not suggest dosing frequency.
Challenged messaging that NAD deemed unqualified included:
- “1 quick injection. 1 full year of flea and tick protection for dogs.”
- “365 days of protection, all in one dose.”
- “Year-long protection” via “extended-release composition [that] delivers effective levels of fluralaner for 12 months.”
- “Kills fleas and ticks for a full year.”
In messages that explicitly link once-annual dosing with year-round protection, NAD recommended including the eight-month dosing interval for lone star ticks within the main claim. Claims that only implicitly imply once-annual dosing should be revised to include “clear and conspicuous disclosure” of species-specific dose frequency.
Specifically, NAD recommended that Merck modify advertising language to avoid misleading pet owners and veterinarians into believing that only one dose of Bravecto Quantum is needed for a full year of protection, that tick infestation is not a concern for a complete year after a single injection, and that dogs treated with Bravecto Quantum are protected from the lone star tick for a full year.
Merck’s response statement said that it will “take NAD’s recommendations” for select claims under consideration, but “respectfully appeals NAD’s decision, in part.”