§ 72.11. Misrepresentations.
(a) A vignette, graphic or pictorial representation of a product on a pet food label shall not misrepresent the contents of the package.
(b) The use of the word proven in connection with label claims for a pet food is prohibited unless scientific or other empirical evidence establishing the claim is first submitted to the Secretary for review.
(c) No statement may appear upon the label of a pet food which makes false or misleading comparisons between that pet food and another pet food.
(d) Personal or commercial endorsements are permitted on pet food labels where said endorsements are factual and not otherwise misleading.
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