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 Multi-Action Treats

Supplement complementary

This is a supplement, not a complete diet. The 1–100 rating applies to complete foods, so it isn't scored. Ingredient breakdown below.

Is Nutripaw 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.

How we score

100% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.

Recipe
Not applicable
Nutritional
Not applicable
Transparency
40
Safety
100
Evidencelimited
50

Complementary baked dry supplement for dogs of all life stages, with gram flour, glycerine and beet fibre as the main ingredients.

Estimated composition

carb35.5%

veg14.6%

other14.0%

additive12.3%

fibre8.6%

supplement7.6%

oil7.3%

Typical analysis (as fed)

No analysis recorded yet.

Additives & feeding info

No additives recorded yet.

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. 120 chews per tub.

Reviews

926 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, 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. Use the homepage filter to find foods that fit your dog.

Ingredients (14)

#	As declared	Matched	Category	Tier	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

Brand

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.

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 v3 on 2026-10-06. 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
Subtotal: 34.2
Final score: 34/100

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.

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 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

"Made in the UK with locally sourced & tested ingredients" — supported by the declared made in the UK data.

16 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
Vet-Formulated (on page)	Functional	not checkable	Manufacturer assertion
8-in-1 Multi-Action Treats (on page)	Functional	not checkable	Manufacturer assertion
Supports your dog's Skin, Coat, Heart, Brain, Immunity, Digestive System, Hip & Joints and Energy (on page)	Functional	not checkable	Manufacturer assertion
Supports joint lubrication and flexibility (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 (on page)	Functional	not checkable	Manufacturer assertion
Supports a balanced gut and smooth digestion (on page)	Functional	not checkable	Manufacturer assertion
100% natural and organic ingredients (on page)	Content	not checkable	Manufacturer assertion
no corn, no dairy, no preservatives, no wheat, no GMO (on page)	Free-from	not checkable	Manufacturer assertion
Made in the UK with locally sourced & tested ingredients (on page)	Content	consistent	Manufacturer assertion
95% of customers see a difference within 30 days (on page)	Functional	not checkable	Manufacturer assertion
98% of dogs love the taste (on page)	Functional	not checkable	Manufacturer assertion
92% noticed a change in their dog (on page)	Functional	not checkable	Manufacturer assertion
81% of dogs had more nourished skin (on page)	Functional	not checkable	Manufacturer assertion
92% would recommend to a friend (on page)	Functional	not checkable	Manufacturer assertion
Cold-pressed natural ingredients (on page)	Functional	not checkable	Manufacturer assertion
365-day money-back guarantee (on page)	Functional	not checkable	Manufacturer assertion