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 All-Itch & Immunity Treats
Treat complementary
Is Nutripaw All-Itch & Immunity Treats a good dog food?
This is a treat, not a complete diet, so it is not scored on our 1-100 scale. The ingredient breakdown below shows what is in it; a treat should be fed alongside, not instead of, a complete diet.
100% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
- RecipeNot applicable
- NutritionalNot applicable
- Transparency45
- Safety100
- Evidencelimited33
Complementary treats for dogs of all life stages, with potato starch, glycerine and gram flour as the main ingredients.
Why you might choose it
- Single named animal protein: fish.
- Doesn't list grain ingredients.
Why you might not
- A treat, not a complete diet: feed as an extra, not the whole diet.
- Meat makes up an estimated 0% of the dry matter; carbohydrates dominate.
- No analytical breakdown is published.
What the label tells us
- The label lists 19 ingredients.
- Lists no artificial colours or preservatives.
- Prints no ingredient quantities.
Why is this treat not scored?
Our 1 to 100 rating applies to complete diets, so treats and complementary foods are presented as what the label tells us rather than a number that would invite comparison with complete meals.
What should I look for on a treat label?
A short ingredient list, named animal sources instead of generic terms, and no artificial colours or preservatives. Printed quantities are a good transparency signal, though few treat labels provide them.
These points are derived from the published ingredient list, not a rating.
Estimated composition
Typical analysis (as fed)
No analysis recorded yet.
Additives & feeding info
Nutritional additives
Vitamin C
Feeding guide
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. Safe to double if needed.
Reviews
15,000 reviews on this product · 4.9/5
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Single named protein: fish
- Doesn't list chicken, beef, turkey, lamb, 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. Use the homepage filter to find foods that fit your dog.
Ingredients (19)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Potato Starch | Potato starch | carb | poor | - | 6.9 |
| 2 | Glycerine | Glycerine | other | medium | - | 6.7 |
| 3 | Garbanzo Flour | Gram flour | carb | good | - | 6.5 |
| 4 | Pea Flour | Pea flour | carb | medium | - | 6.4 |
| 5 | Saccharomyces cerevisiae | Brewer's Yeast | supplement | good | - | 6.2 |
| 6 | Flax Seed Oil | Linseed oil | oil | good | - | 6.0 |
| 7 | Flax Seed | Linseed | veg | good | - | 5.8 |
| 8 | Tapioca Starch | Tapioca | carb | medium | - | 5.6 |
| 9 | Magnesium Stearate | Magnesium stearate | additive | poor | - | 5.4 |
| 10 | Sunflower Lecithin | Lecithin | supplement | good | - | 5.3 |
| 11 | Coconut Flour | Coconut Flour | carb | medium | - | 5.1 |
| 12 | 3-Strain Probiotics | Probiotic | supplement | good | - | 4.9 |
| 13 | Fresh Salmon Oil | Salmon Oil | oil | good | - | 4.7 |
| 14 | Licorice Root | Liquorice | veg | medium | - | 4.5 |
| 15 | Turmeric | Turmeric | veg | good | - | 4.4 |
| 16 | Apple Cider Vinegar | Vinegar | additive | poor | - | 4.2 |
| 17 | Vitamin C | Vitamin C | supplement | good | - | 4.0 |
| 18 | Flaxseed | Linseed | veg | good | - | 3.8 |
| 19 | Saccharomyces cerevisiae | Brewer's Yeast | supplement | good | - | 3.6 |
Brand
- Website
- https://nutri-paw.com/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-14
- 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.
Spotted a mistake in this listing? Report it here and we'll take a look.
Recipe: how the 1-100 score is calculated
Scored with model v2 on 2026-09-22. Each component is the feature value for this product multiplied by the model's published coefficient.
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.8 | 9.915 | +7.63 |
| Carb share of dry matter | 25.0% | -0.113 | -2.81 |
| Oil share of dry matter | 13.7% | -0.088 | -1.21 |
| Vegetable share of dry matter | 17.2% | -0.002 | -0.03 |
| Additive share of dry matter | 11.2% | 0.177 | +1.99 |
| Supplement share of dry matter | 28.5% | -0.009 | -0.25 |
| Other share of dry matter | 4.3% | -0.371 | -1.61 |
| Recipe graded poor | 16.5% | -0.045 | -0.74 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| Largest single poor ingredient | 6.9% | 0.056 | +0.39 |
| Undeclared quantities | 100.0% | -0.131 | -13.09 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| Additive penalty | -11.54 | 0.236 | -2.72 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.8 | 9.915 | +7.63 |
| Meat share of dry matter | 0.0% | 0.116 | +0.00 |
| Carb share of dry matter | 25.0% | -0.113 | -2.81 |
| Oil share of dry matter | 13.7% | -0.088 | -1.21 |
| Vegetable share of dry matter | 17.2% | -0.002 | -0.03 |
| Additive share of dry matter | 11.2% | 0.177 | +1.99 |
| Supplement share of dry matter | 28.5% | -0.009 | -0.25 |
| Other share of dry matter | 4.3% | -0.371 | -1.61 |
| Unrecognised share of dry matter | 0.0% | -0.022 | +0.00 |
| Recipe graded poor | 16.5% | -0.045 | -0.74 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| Largest single poor ingredient | 6.9% | 0.056 | +0.39 |
| Undeclared quantities | 100.0% | -0.131 | -13.09 |
| Prints ingredient percentages | no | 3.194 | +0.00 |
| Complete diet | no | 1.703 | +0.00 |
| Frozen or chilled fresh | no | 11.440 | +0.00 |
| High meat (30%+ of dry matter) | no | -0.506 | +0.00 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| High carb and low meat | no | -1.250 | +0.00 |
| Meat share × printed percentages | 0.0 | -0.073 | +0.00 |
| Meat share × fresh | 0.0 | -0.339 | +0.00 |
| Fresh × high meat | 0.0 | 16.475 | +0.00 |
| Additive penalty | -11.54 | 0.236 | -2.72 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Raw | no | 13.322 | +0.00 |
| Processing: Fresh Chilled | no | 7.712 | +0.00 |
| Processing: Fresh Frozen | no | 6.583 | +0.00 |
| Processing: Fresh Refrigerated | no | 4.857 | +0.00 |
| Processing: Fresh Shelf | no | 0.072 | +0.00 |
| Processing: Dry Freeze Dried | no | 11.127 | +0.00 |
| Processing: Dry Air Dried | no | 9.320 | +0.00 |
| Processing: Dry Cold Pressed | no | 4.569 | +0.00 |
| Processing: Dry Baked | no | -2.321 | +0.00 |
| Processing: Dry Extruded | no | -6.996 | +0.00 |
| Processing: Dry Semi Moist | no | -6.833 | +0.00 |
| Processing: Dry Muesli | no | -10.711 | +0.00 |
| Processing: Wet Pate | no | 2.935 | +0.00 |
| Processing: Wet Chunks | no | 2.292 | +0.00 |
- Processing-type offset
- +0.00
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 48.6
- Final score
- 49/100
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.
| Model | Score | |
|---|---|---|
| v2 | 49/100 | current |
| v1 | 46/100 | |
| v1.9 | 47/100 |
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 marketing claims made on the pack and product page, and how much evidence sits behind them. We record the claims as stated; we do not assess whether they are true.
| Claim | Type | Substantiation |
|---|---|---|
| Vet-approved, natural ingredients that support skin comfort and help manage itching, irritation, and behaviours like scratching, licking, and chewing (on page) | Functional | Manufacturer assertion |
| Calms Itching In 60 Days (on page) | Functional | Manufacturer assertion |
| 95% of customers love results after 90 days (on page) | Functional | Manufacturer assertion |
| 93% love the results after 60 days (on page) | Functional | Manufacturer assertion |
| 92% less itching & calmer skin (on page) | Functional | Manufacturer assertion |
| 97% would recommend to other dog owners (on page) | Functional | Manufacturer assertion |
| Supports a healthy balance of gut bacteria for digestive and immune system health (on page) | Functional | Manufacturer assertion |
| Soothing plant extract known to support skin comfort and help manage sensitivity (on page) | Functional | Manufacturer assertion |
| Supports the immune system and healthy skin (on page) | Functional | Manufacturer assertion |
| Natural & Vet Formulated (on page) | Content | Manufacturer assertion |
| Grain & Chicken Free (on page) | Free-from | Manufacturer assertion |
| Daily Tasty Chew (on page) | Content | Manufacturer assertion |
| Suitable for dogs and cats over 12 weeks old (on page) | Content | Manufacturer assertion |
| Made in UK / EU (on page) | Content | Manufacturer assertion |
| Rich in Omega-3s to calm itchiness and give a shiny coat (on page) | Nutrient | Manufacturer assertion |
| 365-Day Money-Back Guarantee (on page) | Content | Manufacturer assertion |
| 100% natural ingredients; no corn, no soya, no preservatives, no wheat, no GMO (on page) | Free-from | Manufacturer assertion |
Limited: at least one claim rests on manufacturer assertion alone.
The full scoring method is published. See the methodology for exactly how the headline score and each dimension are calculated.
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