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 Hip & Joint Treats Plus
Treat complementary
Is Nutripaw Hip & Joint Treats Plus 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
- Transparency40
- Safety100
- Evidencelimited33
Complementary semi-moist dry treats for dogs of all life stages, with vegetable by, pea starch and glycerine as the main ingredients.
Why you might choose it
- Doesn't list grain ingredients.
Why you might not
- A treat, not a complete diet: feed as an extra, not the whole diet.
- 3 poor-graded ingredients make up about 23% of the recipe.
- Meat makes up an estimated 7% of the dry matter (6% as fed); carbohydrates dominate.
What the label tells us
- The label lists 14 ingredients.
- Uses generic terms (Dried Animal Protein): the specific animal source is not stated.
- Lists no artificial colours or preservatives.
- Prints quantities for 5 ingredients.
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
No additives recorded yet.
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. Suitable for puppies at least 12 weeks old. 120 chews per tub.
Reviews
3,500 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
- Doesn't list chicken, beef, turkey, lamb, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids fish: the label lists fish oil
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 (14)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Products from the processing of plants (Chickpea Flour) | Vegetable By-Products | other | poor | - | 12.2 |
| 2 | Starch (Potato) | Pea Starch | carb | poor | - | 11.5 |
| 3 | Glycerine | Glycerine | other | medium | - | 10.9 |
| 4 | Fish Oil (Salmon) (8%) | Fish Oil | oil | good | 8 | 8.0 |
| 5 | Yeasts | Yeast | supplement | good | - | 10.2 |
| 6 | inactivated (Saccharomyces cerevisiae) | Inactivated Lactobacillus helveticus | supplement | good | - | 9.5 |
| 7 | Fish Oil (Various Fish) (4%) | Fish Oil | oil | good | 4 | 4.0 |
| 8 | Collagen (Fish) (2%) | Collagen | supplement | good | 2 | 2.0 |
| 9 | Crude Lecithins (Sunflower Lecithin) | Lecithin | supplement | good | - | 8.8 |
| 10 | Processed Animal Protein | Dried Animal Protein | meat | medium | - | 8.1 |
| 11 | Magnesium (Magnesium chelate) (0.4%) | Magnesium Oxide | supplement | good | 0.4 | 0.4 |
| 12 | Hyaluronic Acid (0.08%) | Hyaluronic acid | supplement | good | 0.08 | 0.08 |
| 13 | Disodium Dihydrogen Diphosphate | Disodium Dihydrogen Diphosphate | additive | medium | - | 7.5 |
| 14 | Sodium Chloride | Salt | additive | poor | - | 6.8 |
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 | 0.6 | 9.915 | +5.80 |
| Meat share of dry matter | 7.3% | 0.116 | +0.85 |
| Carb share of dry matter | 2.8% | -0.113 | -0.32 |
| Oil share of dry matter | 19.5% | -0.088 | -1.72 |
| Additive share of dry matter | 11.7% | 0.177 | +2.07 |
| Supplement share of dry matter | 47.4% | -0.009 | -0.42 |
| Other share of dry matter | 11.3% | -0.371 | -4.19 |
| Recipe graded poor | 23.3% | -0.045 | -1.04 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| Largest single poor ingredient | 9.3% | 0.056 | +0.52 |
| Undeclared quantities | 100.0% | -0.131 | -13.09 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| Additive penalty | -12.46 | 0.236 | -2.94 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Dry Semi Moist | yes | -6.833 | -6.83 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.6 | 9.915 | +5.80 |
| Meat share of dry matter | 7.3% | 0.116 | +0.85 |
| Carb share of dry matter | 2.8% | -0.113 | -0.32 |
| Oil share of dry matter | 19.5% | -0.088 | -1.72 |
| Vegetable share of dry matter | 0.0% | -0.002 | +0.00 |
| Additive share of dry matter | 11.7% | 0.177 | +2.07 |
| Supplement share of dry matter | 47.4% | -0.009 | -0.42 |
| Other share of dry matter | 11.3% | -0.371 | -4.19 |
| Unrecognised share of dry matter | 0.0% | -0.022 | +0.00 |
| Recipe graded poor | 23.3% | -0.045 | -1.04 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| Largest single poor ingredient | 9.3% | 0.056 | +0.52 |
| 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 | -12.46 | 0.236 | -2.94 |
| 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 | yes | -6.833 | -6.83 |
| 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
- -0.22
- Subtotal
- 38.6
- Final score
- 39/100
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 | 39/100 | current |
| v1 | 44/100 | |
| v1.9 | 46/100 |
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) - not on file | 0/10 |
| 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, Additives 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-reviewed formula (on page) | Functional | Manufacturer assertion |
| Supports mobility, reduces stiffness, keeps tails wagging (on page) | Functional | Manufacturer assertion |
| 95% of customers love the results within 60 days (on page) | Functional | Manufacturer assertion |
| 92% noticed less signs of stiffness (on page) | Functional | Manufacturer assertion |
| 91% more ease when climbing stairs (on page) | Functional | Manufacturer assertion |
| 95% would recommend to a friend (on page) | Functional | Manufacturer assertion |
| 365-day money-back guarantee (on page) | Functional | Manufacturer assertion |
| Safe to combine with other NutriPaw supplements (on page) | Functional | Manufacturer assertion |
| Grain-Free (on page) | Free-from | Manufacturer assertion |
| Made in UK / EU (on page) | Content | Manufacturer assertion |
| No corn, no dairy, no preservatives, no wheat, no GMO (on page) | Free-from | Manufacturer assertion |
| 96% of dogs love the taste (on page) | Content | 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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