A credible claim connects an exact product, dose and measured outcome to a source you can inspect. “Vet recommended,” a taste test and ingredient research mean different things.
Seven claims worth slowing down for
| What an ad says | What to ask |
|---|---|
| “Clinically proven” | Where is the study on this finished product in dogs? What was measured? |
| “Removes tartar” | Is this new-buildup control, or a promise to remove existing hardened deposits? Those are not the same. |
| “Vet approved” | Which veterinarian, which formulation and dose, and what kind of review? Is the commercial relationship explained? |
| “VOHC accepted” | Does the exact product and claim appear on the current VOHC list? |
| “Dogs prefer it” | Was there a genuine preference comparison, or did dogs simply eat one offered meal? |
| “Science-backed ingredient” | Was it tested in a dog, a person, or a dish? Was it a different formula or route of administration? |
| “Results in days” | Was that timeline measured for this product, or is it a customer anecdote? |
Before-and-after photos need context
Different lighting, camera angles, wet teeth or a recent professional cleaning can change an image. Ask whether the same dog, tooth surface and conditions were used, and whether other treatments happened between photographs. An AI-generated mouth cannot document a treatment result.
A seal is only as useful as its meaning
Facility registration, quality-system certification, veterinary opinion and dental efficacy are different claims. One does not stand in for another. Verify a VOHC claim against VOHC’s exact-product list; do not assume a familiar-looking badge is the same thing.
Apply the same standard to Pup Choice
- Our 97.8% is accepted feeding observations across two days, including delayed eating.
- Our veterinary recommendation applies to a specified formulation and reviewed dosing.
- The linked kelp and pomegranate studies tested other products.
- We do not claim universal superiority, VOHC acceptance, reversal of disease, or guaranteed savings on dental procedures.
Misleading does not mean every competitor is dishonest
This guide describes warning signs, not a finding that a named company has broken advertising law. Products can be useful while their evidence is limited. The right response is to ask for the source, read the methods and match the claim to what was actually shown.