The Australian Competition and Consumer Commission has welcomed a Pet Food Industry Association of Australia initiative to review its current pet food guidelines and fund a consumer education publicity program.
The guidelines review results from talks between the ACCC and the industry after consumer complaints about the labelling of certain varieties of pet food being potentially misleading as to which protein was the main one.
"For example, one product which was essentially a meat product was labelled as a fish product," ACCC Chairman, Professor Allan Fels, said. "The ACCC had discussions with the product's manufacturer, which relabelled the variety and issued corrective advertising.
"While investigating that complaint, the ACCC found that the labelling of other varieties of canned pet food was also potentially misleading or deceptive. It was then agreed by all concerned that some revision of labelling requirements set out in industry guidelines was needed.
"The ACCC's action in this matter represents a low-cost, low key approach which has proven highly effective. The ACCC did not have to resort to court action and an unsatisfactory situation has been resolved cheaply and led to industry-wide change.
"Consumers will benefit from the 'truth in advertising' approach now being adopted as they can be assured that the product they buy is as described.
"Such actions also benefit other industry participants who can otherwise lose sales to competitors whose labelling is misleading.
"The education program will enable more informed decision making by consumers buying pet food. This is a positive example of empowering consumers by way of education.
"The education program includes a flier available in the pet food section of major supermarkets and other pet food outlets. It will deal with the revised guidelines and explain the meaning of different variety names. This will be especially helpful as pet food manufacturers are to phase in new labels that will meet the guidelines.
"Consumers are encouraged to contact manufacturers on freecall numbers that appear on labels if they have any problem during the transition period or where there is a lack of understanding or other difficulty at a later stage."
Professor Allan Fels noted that the pet food industry had a long history of self regulation and had made a genuine attempt to maintain high standards of responsibility to its consumers by providing as much information as possible.
"As such, this latest initiative is a constructive step in better informing consumers."
The guidelines review results from talks between the ACCC and the industry after consumer complaints about the labelling of certain varieties of pet food being potentially misleading as to which protein was the main one.
"For example, one product which was essentially a meat product was labelled as a fish product," ACCC Chairman, Professor Allan Fels, said. "The ACCC had discussions with the product's manufacturer, which relabelled the variety and issued corrective advertising.
"While investigating that complaint, the ACCC found that the labelling of other varieties of canned pet food was also potentially misleading or deceptive. It was then agreed by all concerned that some revision of labelling requirements set out in industry guidelines was needed.
"The ACCC's action in this matter represents a low-cost, low key approach which has proven highly effective. The ACCC did not have to resort to court action and an unsatisfactory situation has been resolved cheaply and led to industry-wide change.
"Consumers will benefit from the 'truth in advertising' approach now being adopted as they can be assured that the product they buy is as described.
"Such actions also benefit other industry participants who can otherwise lose sales to competitors whose labelling is misleading.
"The education program will enable more informed decision making by consumers buying pet food. This is a positive example of empowering consumers by way of education.
"The education program includes a flier available in the pet food section of major supermarkets and other pet food outlets. It will deal with the revised guidelines and explain the meaning of different variety names. This will be especially helpful as pet food manufacturers are to phase in new labels that will meet the guidelines.
"Consumers are encouraged to contact manufacturers on freecall numbers that appear on labels if they have any problem during the transition period or where there is a lack of understanding or other difficulty at a later stage."
Professor Allan Fels noted that the pet food industry had a long history of self regulation and had made a genuine attempt to maintain high standards of responsibility to its consumers by providing as much information as possible.
"As such, this latest initiative is a constructive step in better informing consumers."