Claims used in the promotion of Novartis Animal Health’s Zolvix worming product were judged to include an “all-embracing claim” and a superlative that could not be substantiated.

Novartis Animal Health was found to be in breach of NOAH code on promotion, during a meeting of the organisation’s code of practice committee on October 5, 2012.

NOAH gavelThe meeting, chaired by Guy Tritton, heard one case, which related to the phrase or strapline “Zolvix – the World’s most effective wormer” in a promotion used by Novartis at the National Sheep Association’s Scotsheep 2012 event on June 6.

The committee unanimously took the view that the phrase constituted an all-embracing claim and a superlative that could not be substantiated.

Accordingly, the committee found the promotion in breach of Clause 5.2, which states: “Exaggerated claims must not be made” and “claims must not imply that an animal medicine, or an active ingredient, has some special merit, quality or property unless this can be substantiated.”

NOAH encourages those interested in finding out more to read the full details of the committee’s rulings on the NOAH website. The full report of this particular case will be available shortly.

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