MPMA refutes claims it threatened Pooch & Mutt over advertising

The Metal Packaging Manufacturers Association (MPMA) has said that claims it threatened pet food brand Pooch & Mutt to remove an advert telling consumers to ‘ditch the can and save the planet’ are not true.

William Boyd, director and chief executive of MPMA refuted the company’s claims and instead, said that MPMA had asked Pooch & Mutt to clarify the source of the advert’s statements which said cartons were “more environmentally friendly than cans.”

Guy Blaskey, founder of Pooch & Mutt, has reportedly provided the association with the information it requested and it is now being examined.

Boyd said: “With a European recycling rate of 74.7%, cans have the highest recycling rate of all packaging materials. By comparison, cartons, such as those used by Pooch & Mutt, have a recycling rate of just 47% (source APEAL). Further, it is estimated that 80% of all metal ever produced is still in circulation. With its solid, widely recognised and accepted environmental credentials, it would be odd if the metal packaging sector did not question Mr Blaskey’s comparisons.”

Last year Pooch & Mutt was ordered by the Advertising Standards Authority to remove an advert exposing ingredients used by its competitor, Bakers, with the ASA citing comparative advertising. Pooch & Mutt claimed this was a loophole used by Nestlé.

Boyd added: “The ASA is the UK’s independent regulator of advertising across all media and requires that all ads are legal, decent, honest and truthful. This includes comparative advertising. Whatever Mr Blaskey may wish, Pooch & Mutt is not above the ASA’s code.”

A banner advert on Pooch & Mutt’s website


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