Essential Reading for Brand Owners: Marketing and Legal Labeling Strategies for Pet Health Supplements
By General Manager, Hsu Yuan-Chang
In recent years, with the rapid growth of the pet health supplement market, pet owners have become increasingly concerned about their pets’ health and well-being — and brand owners are facing greater competitive pressure than ever.However, in today’s age of information overload, brands must carefully plan how to promote their products, ensuring both legality and quality, while avoiding regulatory violations and unnecessary costs.
In particular, with the Pet Food Labeling Guidelines announced in April this year and the upcoming amendments to the Animal Protection Act, brand owners will face stricter regulations and oversight.Yet this is not merely a challenge — it’s also a major opportunity.
It allows brands to build stronger credibility through compliance, while providing better, safer, and more trustworthy products for beloved pets.
Amendment to the Animal Protection Act Strengthens Pet Industry Regulations
Penalties for False Pet Food Advertising
How Can Brands Avoid Violations and Stay Compliant?
Building Trust and Caring for Every Pet: Marketing and Commitment in the Pet Supplement Industry
1. Brand Owner’s Guide: Principles to Follow in the Pet Health Supplement Market
A brand’s promotional strategy directly shapes its reputation and position in the market.In the pet health supplement industry, brand owners should follow five fundamental principles —from product safety, nutritional balance, and accurate labeling, to quality control and regulatory compliance.
Each of these details contributes to building a trustworthy brand image, ensuring reliable products for consumers, and safeguarding animal welfare.
1. Product Safety
Pet supplements must meet safety standards and contain no harmful ingredients or additives that could endanger animal health.
For instance, in the United States, pet food ingredients and product information are regulated by the FDA (Food and Drug Administration) to ensure compliance with safety standards.
At FU-E, our R&D team develops products in accordance with AAFCO (Association of American Feed Control Officials) nutritional guidelines to ensure product quality and safety.
2. Nutritional Balance
Pet food must provide complete nutrition, including proteins, fats, carbohydrates, vitamins, and minerals, to meet pets’ dietary needs.
A common misconception we often hear is:
“Developing pet supplements is simple — just use half the human dosage.”
That’s completely wrong. Not all ingredients safe for humans are safe for pets.
When developing products, it’s crucial to verify whether each ingredient is suitable for animal consumption.
For example, grapes, chocolate, and onions are all toxic to pets and must be strictly avoided.
3. Accurate Labeling
Modern consumers have growing expectations for pet food — they care not only about flavor but also about safety, nutritional balance, and truthful product representation.
Brand owners must choose their wording carefully, avoiding exaggerated or misleading claims, to protect both consumer rights and the brand’s reputation.
《Animal Protection Act》Amendment Strengthens Pet Industry Regulations
In the past, Taiwan’s regulations on pet food were relatively lenient compared to those in more developed countries. However, with the government’s recent series of legislative updates, it’s clear that the pet industry is gaining increasing attention. These new regulations are not only aligning Taiwan with international standards but also helping local brands prepare for global market entry. For those of us in the pet health and nutrition field, staying informed about these changes is now more important than ever.
The Council of Agriculture (COA) is actively advancing amendments to the Animal Protection Act, tightening requirements for pet food labeling and advertising. Drawing on international models such as Japan and Canada, the revised act explicitly defines what constitutes false, exaggerated, or misleading advertising for pet food products.
Any claim suggesting medical efficacy or physiological alteration—including exaggerated or ambiguous terms referring to the prevention, improvement, or treatment of animal diseases or symptoms, or those implying the reduction of internal elements related to disease such as blood pressure, body temperature, blood flow, immunity, or resistance—is strictly prohibited.
These restrictions mirror the same principles applied to human dietary supplements: pet supplements cannot make therapeutic claims.
Penalties for Misleading Pet Food Advertising
As Taiwan’s pet industry continues to thrive and competition intensifies, many brands have used eye-catching advertisements to stand out. Unfortunately, this trend has also led to an increase in potentially non-compliant marketing language circulating in the market.
Pet supplement and food labeling must accurately reflect essential information such as ingredients, weight, expiration date, and country of origin. Any false, exaggerated, or misleading content is strictly prohibited.
Under Article 19-1 of the Animal Drug Control Act, only registered veterinary drugs are permitted to make therapeutic or efficacy claims.
Therefore, products without an official veterinary drug registration number — including supplements, cleansers, and pet foods — are forbidden from making efficacy claims of any kind.
For example, a seller once advertised a pet food product claiming it could “lower blood pressure.” Such a statement violates the Animal Drug Control Act, and if reported, the offender could face a minimum fine of NT$200,000, even for a first-time violation.
Repeat offenses could incur penalties of up to NT$1,000,000.
✅ Key Takeaway:
Pet brands must now operate under the same compliance expectations as major human supplement manufacturers.
Transparent, truthful, and compliant labeling isn’t just about avoiding fines — it’s the foundation of long-term brand trust and international competitiveness.
When a brand unintentionally violates advertising laws, the best preventive strategy is to prioritize transparency and accuracy in labeling — because truthful representation is the foundation of consumer trust and legal compliance.
Sometimes, brand owners don’t mean to make misleading claims — they simply imitate competitors’ marketing phrases without fully understanding the regulations. However, this “follow-the-crowd” approach can easily result in unintentional violations, especially for new brands entering the pet supplement market.
To avoid this, brand owners should refer to the “Guidelines for Determining False, Exaggerated, or Misleading Claims in Pet Food Labeling and Advertising,” announced on April 11, 2023.
This document clearly lists approved and prohibited advertising expressions, serving as a reliable reference for compliance and marketing planning.
※ Prohibited Advertising Phrases:
Claims Involving Medical Efficacy:
“Efficacy” refers to any claim of preventing, improving, alleviating, or treating animal diseases, or altering physiological functions.
If a pet product advertisement explicitly or implicitly suggests such effects, it may lead to legal violations.
Common examples of prohibited claims include: prevents dermatitis, reduces inflammation, prevents cataracts, stops hair loss, prevents osteoporosis, lowers blood pressure, anti-allergy, or anti-inflammatory.
Exaggerated Health Benefits:
Statements like “magically boosts immunity” or “instantly restores health” are considered misleading if they lack scientific validation.
All health-related claims should be based on credible research and undergo proper review before being used in marketing materials.
Use of “Only” or “Absolute”:
Phrases such as “the only” or “absolutely the best” imply exclusivity or guaranteed superiority, which may mislead consumers.
Such expressions should be avoided or replaced with factual, comparative descriptions.
Unsubstantiated or Misleading Claims:
Avoid making claims inconsistent with factual data — for example, using “no additives” or “chemical-free” without listing actual ingredients, or citing well-known testing agencies without verifiable proof.
Every claim in product labeling or marketing should be transparent, accurate, and supported by evidence to maintain compliance and consumer trust.
※ Examples of Permissible Marketing Phrases:
“Maintain” Pet Health:
Using the word “maintain” is legally compliant — for example: “Helps maintain joint health” or “Supports heart function.”
This phrasing indicates that the product helps sustain a pet’s well-being, without implying any medical treatment.
“Support” Specific Health Conditions:
Using the word “help” or “support” — such as “Helps relieve joint discomfort” — conveys that the product assists with specific health conditions without making therapeutic claims.
“Suitable for” or “Designed for” Specific Needs:
Phrases like “Suitable for pets with sensitive skin” or “Designed for cats with poor appetite” clearly define the target audience for the product without overpromising results.
For larger brands, it’s advisable to consult legal counsel before finalizing marketing strategies. A professional review by corporate lawyers can help ensure that all advertising content remains compliant, effectively reducing legal risks while safeguarding the brand’s long-term interests.
4. Quality Control:
Brand owners must ensure that every stage of pet food production and manufacturing adheres to strict quality and hygiene standards. Choosing the right manufacturing partner is key to maintaining product quality — a clean production environment and full ingredient traceability are both critical factors that cannot be overlooked.
5. Regulatory Compliance:
In the pet health supplement industry, regulatory mechanisms play a crucial role in ensuring that all products circulating in the market meet safety standards and provide consumers with high-quality options. These systems not only protect consumer rights but also help sustain the healthy development of the overall pet supplement market.
As a brand owner, it’s important to note that all businesses involved must comply with strict reporting and transparency requirements.
According to Articles 4 and 5 of the Pet Food Business Registration Regulations, manufacturers, processors, or importers must file the relevant information within 30 days of the first date of manufacturing, processing, or importing each product. Additionally, Article 6 requires businesses to submit quarterly reports by the end of each quarter’s first month, detailing the total quantity of each item handled in the previous quarter.
To ensure transparency of pet food sources and enable public access to information, Article 22-3 of the Animal Protection Act mandates that pet food manufacturers, processors, and importers proactively report and upload related data to the Council of Agriculture’s official Pet Food Registration System.
At FU-E Pet Division, our team assists clients throughout the entire registration process. This system not only enhances transparency but also allows consumers to easily verify the origin, composition, and authenticity of pet products — ensuring confidence and trust in every purchase.
2. Building Trust, Caring for Every Pet: Marketing and Commitment in the Pet Health Supplement Industry
In the pet health supplement field, every piece of marketing communication ultimately serves one purpose — to promote the product — but it must go beyond persuasive wording.
Through responsible marketing, brand owners can articulate the true value of their products while ensuring compliance with regulations and maintaining the highest safety and quality standards. This approach not only strengthens brand credibility in the market but also provides consumers with reliable choices. Under sound regulatory guidance, we can work together to foster a healthy, transparent, and trustworthy pet food industry — ensuring that every pet receives the best possible care.
At FU-E Pet Division, we go beyond experience and technical expertise. Our team of professional product consultants can help you plan strategically, supported by our dedicated pet-exclusive manufacturing facilities and equipment that guarantee consistent quality.
If you’re interested in developing your own pet health supplement brand, we invite you to join us on LINE@ and connect with our product consultants today!
