Ad watchdog Advertising Standards Authority (ASA) has upheld 2 complaints against Iams. Iams is the pet food division of Proctor & Gamble, a large multinational firm based in Ohio (US). The complaint was filed by competitor Hills Pet Nutrition (Colgate-Palmolive Co).

ASA is an organization set up by the advertising industry. It’s task is to make sure that advertising meets the advertising codes and advertising remains decent, honest and truthful. The strength of the self-regulatory system lies in their independence and the commitment of the advertising industry. Anyone who thinks something is wrong with an advertisement can log a complaint with ASA. ASA resolves thousands of complaints each year.

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