ASA ruling upheldNutripaw: A paid-for Facebook ad for a dog dental care product misleadingly and irresponsibly implied that dogs undergoing veterinary treatment had a high chance of dying, made medicinal claims for an unauthorised product, and made misleading efficacy claims. ASA ruling, August 2026
Nutripaw 8-in-1 Multi-Action Treats
Supplement · complementary
Our verdict
Is Nutripaw 8-in-1 Multi-Action Treats a good dog food?
This is a supplement, not a complete diet, so it is not scored on our 1-100 scale. The ingredient breakdown below shows what is in it; a supplement should be fed alongside, not instead of, a complete diet.
Complementary baked dry supplement for dogs of all life stages, with gram flour, glycerine and beet fibre as the main ingredients.
100% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Doesn't list chicken, beef, turkey, lamb, fish, venison, pork, duck as ingredients
These points are derived from declared ingredients and analysis, not a substitute for veterinary advice. If your dog has a diagnosed condition, food choice is a medical nutrition decision: speak to your vet. Find foods that fit your dog.
Nutrition and feeding
Typical analysis (as fed)
No analysis recorded yet.
Additives & feeding info
Feeding and storage
Feeding guide
Feed daily based on dog's weight: Under 11kg = 1 chew/day, 11-23kg = 2 chews/day, 23-35kg = 3 chews/day, 35-45kg = 4 chews/day, Over 45kg = 5 chews/day. Each tub contains 120 chews.
Additives declared on the label
Nutritional additives
Vitamin C; Vitamin B1
Ingredients (14)100% of the recipe is estimated
Estimated composition
- carb 35.5%
- veg 14.6%
- other 14.0%
- additive 12.3%
- fibre 8.6%
- supplement 7.6%
- oil 7.3%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Garbanzo Flour | Gram flour | carb · good | - | 9.3 |
| 2 | Glycerine | Glycerine | other · medium | - | 9.0 |
| 3 | Beet Fibre | Beet Fibre | fibre · medium | - | 8.6 |
| 4 | Starch (Potato) | Pea Starch | carb · poor | - | 8.3 |
| 5 | Flax Seed (Linseed) | Linseed | veg · good | - | 8.0 |
| 6 | Sunflower Lecithin | Lecithin | supplement · good | - | 7.6 |
| 7 | Refined Vegetable Oil (Rapeseed) | Vegetable oil | oil · medium | - | 7.3 |
| 8 | Caramelised Sugars | Sugars | additive · poor | - | 7.0 |
| 9 | Carrot | Carrots | veg · good | - | 6.6 |
| 10 | Sweet Potato | Sweet Potatoes | carb · good | - | 6.3 |
| 11 | Pea Protein | Pea protein | carb · medium | - | 6.0 |
| 12 | Pea Flour | Pea flour | carb · medium | - | 5.6 |
| 13 | Sodium Chloride | Salt | additive · poor | - | 5.3 |
| 14 | Activated Charcoal Powder (Coconut) | Charcoal | other · medium | - | 5.0 |
- 1. Garbanzo Flour9.3% estimated
- 2. Glycerine9.0% estimated
- 3. Beet Fibre8.6% estimated
- 4. Starch (Potato)8.3% estimated
- 5. Flax Seed (Linseed)8.0% estimated
- 6. Sunflower Lecithin7.6% estimated
- 7. Refined Vegetable Oil (Rapeseed)7.3% estimated
- 8. Caramelised Sugars7.0% estimated
- 9. Carrot6.6% estimated
- 10. Sweet Potato6.3% estimated
- 11. Pea Protein6.0% estimated
- 12. Pea Flour5.6% estimated
- 13. Sodium Chloride5.3% estimated
- 14. Activated Charcoal Powder (Coconut)5.0% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-10-06
Brand and contact: Nutripaw
- Website
- https://nutri-paw.com/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-10-06
- Product page
- nutri-paw.com
Recall history is presentation-only and never affects the score. Dates are when we recorded the data, not when the manufacturer last changed the recipe.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
4,000 reviews on this product · 4.9/5
Spotted a mistake in this listing? Report it here and we'll take a look.
Score details and methodologyCalculations, history and evidence
Recipe: how the 1-100 score is calculated
Scored with model v3 on 2026-10-25. Each component is the feature value for this product multiplied by the model's published coefficient.
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.4 | 9.191 | +3.34 |
| Carb share of dry matter | 31.7% | -0.115 | -3.65 |
| Oil share of dry matter | 10.2% | -0.092 | -0.94 |
| Vegetable share of dry matter | 11.6% | -0.005 | -0.06 |
| Additive share of dry matter | 15.7% | 0.163 | +2.55 |
| Supplement share of dry matter | 10.0% | -0.012 | -0.12 |
| Other share of dry matter | 9.9% | -0.375 | -3.70 |
| Recipe graded poor | 20.6% | -0.065 | -1.34 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 8.3% | 0.060 | +0.50 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| Additive penalty | -15.28 | 0.222 | -3.39 |
| Processing multiplier | 0.98 | 33.786 | +33.11 |
| Processing: Dry Baked | yes | -6.713 | -6.71 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.4 | 9.191 | +3.34 |
| Meat share of dry matter | 0.0% | 0.096 | +0.00 |
| Carb share of dry matter | 31.7% | -0.115 | -3.65 |
| Oil share of dry matter | 10.2% | -0.092 | -0.94 |
| Vegetable share of dry matter | 11.6% | -0.005 | -0.06 |
| Additive share of dry matter | 15.7% | 0.163 | +2.55 |
| Supplement share of dry matter | 10.0% | -0.012 | -0.12 |
| Other share of dry matter | 9.9% | -0.375 | -3.70 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 20.6% | -0.065 | -1.34 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 8.3% | 0.060 | +0.50 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| Prints ingredient percentages | no | 0.000 | +0.00 |
| Complete diet | no | 2.294 | +0.00 |
| Frozen or chilled fresh | no | 0.000 | +0.00 |
| High meat (30%+ of dry matter) | no | 0.707 | +0.00 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| High carb and low meat | no | -1.180 | +0.00 |
| Meat share × printed percentages | 0.0 | 0.000 | +0.00 |
| Meat share × fresh | 0.0 | 0.000 | +0.00 |
| Fresh × high meat | 0.0 | 11.084 | +0.00 |
| Additive penalty | -15.28 | 0.222 | -3.39 |
| Processing multiplier | 0.98 | 33.786 | +33.11 |
| Processing: Raw | no | -0.054 | +0.00 |
| Processing: Fresh Chilled | no | -2.354 | +0.00 |
| Processing: Fresh Frozen | no | -2.354 | +0.00 |
| Processing: Fresh Refrigerated | no | 0.000 | +0.00 |
| Processing: Fresh Shelf | no | -0.672 | +0.00 |
| Processing: Dry Freeze Dried | no | 6.629 | +0.00 |
| Processing: Dry Air Dried | no | 6.331 | +0.00 |
| Processing: Dry Cold Pressed | no | -6.713 | +0.00 |
| Processing: Dry Baked | yes | -6.713 | -6.71 |
| Processing: Dry Extruded | no | -6.713 | +0.00 |
| Processing: Dry Semi Moist | no | -6.174 | +0.00 |
| Processing: Dry Muesli | no | -10.146 | +0.00 |
| Processing: Wet Pate | no | -0.672 | +0.00 |
| Processing: Wet Chunks | no | -0.672 | +0.00 |
- Processing-type offset
- +0.02
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 35.2
- Final score
- 35/100
Contributions are rounded to two decimals, so they may not sum exactly to the subtotal. The full coefficient table is published on the methodology page.
This is not a complete diet, so the 1-100 rating does not apply to it. Read the recipe breakdown above as ingredient-quality context only.
Score history across model versions
The score shown above is always computed with the latest published model. Earlier scores are kept for the record and are never edited or deleted; a scoring change ships as a new model version with a public write-up on the methodology page.
Nutritional: declared analysis vs reference ranges
Not applicable to complementary food. FEDIAF reference ranges apply to complete diets.
Transparency: what the label discloses
How much the manufacturer discloses, measured against the FEDIAF Code of Good Labelling Practice and Regulation 767/2009. Mandatory items dominate the weighting.
| Item | Points |
|---|---|
| Ingredient list on the label (mandatory) | 10/10 |
| Printed percentages on the label (voluntary) - not on file | 0/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| Additives declared (mandatory) | 5/10 |
| Energy value declared (voluntary) - not on file | 0/5 |
| Complete/complementary designation (mandatory) | 5/5 |
| Feeding guidance given (mandatory) | 10/10 |
| Manufacturer identity and address (mandatory) | 5/10 |
| Country of manufacture stated (voluntary) | 10/10 |
| Batch and date labelling (mandatory) - not on file | 0/5 |
Capped at 60: mandatory items missing (Analytical constituents declared, Batch and date labelling).
Safety: recall history
Recall and safety-notice history, time-decayed. This dimension is shown alongside the score and never feeds the headline number.
No recalls recorded in our database.
See all current recalls we track.
Evidence: what the brand claims, and what supports it
The claims made on the pack and product page, checked against the declared label. We record claims as stated; "consistent" means our stored label data supports the claim, "contradicted" means it conflicts with it. Functional claims are recorded but never scored.
50/100 · limited — 1 checkable claim: 1 consistent, 0 contradicted.
Consistent with the label
- "all NutriPaw products are made in the UK" — supported by the declared made in the UK data.
38 further claims on file that we cannot check against the label.
Capped by an upheld ASA ruling from the last 3 years: view ruling
Limited: at least one claim contradicts the declared label, or a recent upheld ASA ruling applies.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| 8-in-1 Multi-Action Treats (on page) | Content | not checkable | Manufacturer assertion |
| Daily Dog Multi Vitamin (on page) | Content | not checkable | Manufacturer assertion |
| Vet-Formulated Tasty Soft Chew (on page) | Content | not checkable | Manufacturer assertion |
| packed with essential vitamins (on page) | Content | not checkable | Manufacturer assertion |
| vet-approved treats (on page) | Content | not checkable | Manufacturer assertion |
| Skin, Coat, Heart, Brain, Immunity, Digestive System, Hip & Joints and Energy (on page) | Functional | not checkable | Manufacturer assertion |
| The Multi-Action Treats help to support a wide variety of everyday areas. (on page) | Functional | not checkable | Manufacturer assertion |
| They help maintain normal physiology to ensure the complete well-being of your companion animal. (on page) | Functional | not checkable | Manufacturer assertion |
| This product contains all the necessary water-soluble vitamins that are required by the body. (on page) | Content | not checkable | Manufacturer assertion |
| Helps maintain joint lubrication and support normal mobility and flexibility. (on page) | Functional | not checkable | Manufacturer assertion |
| A natural source of sulphur that supports joint function and connective tissue health. (on page) | Functional | not checkable | Manufacturer assertion |
| Rich in Omega-3s to calm itchiness and give a shiny coat. (on page) | Functional | not checkable | Manufacturer assertion |
| A natural source of nutrients and minerals that contribute to joint and overall wellbeing. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports the immune system and healthy skin. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports cellular energy production and contributes to heart, gum, and cognitive health. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports a healthy balance of gut bacteria for digestive and immune system health. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports normal energy metabolism, nervous system function, and brain health. (on page) | Functional | not checkable | Manufacturer assertion |
| Skin nourishment (on page) | Functional | not checkable | Manufacturer assertion |
| Shinier coat (on page) | Functional | not checkable | Manufacturer assertion |
| Heart health (on page) | Functional | not checkable | Manufacturer assertion |
| Cognitive support (on page) | Functional | not checkable | Manufacturer assertion |
| Immune defense (on page) | Functional | not checkable | Manufacturer assertion |
| Healthy digestion (on page) | Functional | not checkable | Manufacturer assertion |
| Joint mobility (on page) | Functional | not checkable | Manufacturer assertion |
| Natural energy (on page) | Functional | not checkable | Manufacturer assertion |
| without using animal proteins that can trigger sensitivities (on page) | Free-from | not checkable | Manufacturer assertion |
| all products are designed to be used together safely (on page) | Functional | not checkable | Manufacturer assertion |
| Owners typically see a difference within 3-6 weeks when used daily as directed. (on page) | Functional | not checkable | Manufacturer assertion |
| all NutriPaw products are made in the UK (on page) | Content | consistent | Manufacturer assertion |
| all chews are made from locally sourced ingredients using a cold-pressed method to retain ingredient integrity (on page) | Content | not checkable | Manufacturer assertion |
| Vet-formulated 8-in-1 daily chew that dogs love. (on page) | Content | not checkable | Manufacturer assertion |
| 8 areas of support in a single daily chew. (on page) | Functional | not checkable | Manufacturer assertion |
| Vet-formulated with Glucosamine, Salmon Oil, CoQ10, Probiotics and a full Vitamin B complex. (on page) | Content | not checkable | Manufacturer assertion |
| One soft chew a day to support your dog's joints, skin, coat, heart, brain, digestion, immunity and energy. (on page) | Functional | not checkable | Manufacturer assertion |
| 95% of customers see a difference within 30 days (on page) | Functional | not checkable | Manufacturer assertion |
| Supports joint lubrication and flexibility so your dog keeps moving freely, with the energy to match. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports skin health to soothe dryness and irritation, and promotes coat quality, strength and shine (on page) | Functional | not checkable | Manufacturer assertion |
| Supports cardiovascular function and contributes to brain health,especially important as dogs get older. (on page) | Functional | not checkable | Manufacturer assertion |
| Supports a balanced gut and smooth digestion, which in turn helps maintain a strong immune system. (on page) | Functional | not checkable | Manufacturer assertion |
The full scoring method is published. See the methodology for exactly how the headline score and each dimension are calculated.
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