New York, NY – June 28, 2023 – A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, recommended that One Health Certification Foundation (OHC), an Iowa non-profit responsible for the One Health Certified standard, discontinue certain animal welfare, antibiotic use, and environmental impact claims used on the OHC website and label.
The advertising at issue had been challenged by The American Society for the Prevention of Cruelty to Animals, a non-profit corporation, and the Antibiotic Resistance Action Center, an academic organization housed in the Milken Institute School of Public Health at George Washington University. Following NAD’s decision (Case No. 7129), OHC appealed NAD’s recommendations to discontinue specific claims regarding its animal care certification system.
In agreement with NAD, the NARB panel concluded that the claims at issue are misleading and determined that the OHC label conveys to reasonable consumers that OHC’s poultry care standards exceed industry norms, even though they are similar to industry standards. The NARB panel further found that the claims communicated by the label are not properly clarified through a link on the label directing consumers to its website for additional information.
The NARB panel recommended that OHC discontinue:
OHC stated that it “believes the claims at issue in its NARB appeal clearly convey to consumers what the OHC program entails, and we respectfully disagree with the NARB’s finding that the claims are misleading. That said, OHC appreciates the NARB’s time and attention to this matter.” OHC further stated, “we intend to update OHC’s website in accordance with the NARB’s recommendations” and noted that it will “engage with USDA to ensure that the seal itself is truthful and not misleading, consistent with the NARB’s recommendations.”
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About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.