Dog ‘calming’ device advert banned over evidence gap

An ad for a plug-in diffuser to calm anxious dogs has been banned over a lack of evidence the devices work.

The television advert for Ceva Animal Health’s Adaptil plug-in featured a dog pawing at the door after being left alone at home. The owner then says: “I tried Adaptil. Just plug it in – easy. You can see he’s relaxed. The same Dude, just better behaved. Now when I’m out and about he’s no problem.”

A woman’s voice then says “best behaviour starts with Adaptil”. Text along the bottom of the screen states: “Behavioural therapy may be required.”

A viewer complained the ad’s claims that Adaptil could alleviate anxiety and improve behaviour were unsubstantiated.

The Advertising Standards Authority found studies submitted by Ceva to support the ad’s claims were not relevant.