21.18.3.19

Pet Food and Specialty Pet Food Label Format and Labeling:

1. A. Pet food and specialty pet food shall be labeled with the following information:

   1. (1) product name and brand name, if any, on the principal display panel as stipulated in 21.18.3.20 NMAC;
   2. (2) a statement specifying the species name of pet or specialty pet for which the food is intended, conspicuously designated on the principal display panel;
   3. (3) quantity statement, as defined in Section 76-19A-9A(1) NMSA 1978 and Subsection H of 21.18.3.9 NMAC, by weight (pounds and ounces and metric), liquid measure (quarts, pints, and fluid ounces and metric), or by count on the principal display panel;
   4. (4) guaranteed analysis as stipulated in 21.18.3.21 NMAC;
   5. (5) ingredient statement as stipulated in 21.18.3.22 NMAC;
   6. (6) a statement of nutritional adequacy or purpose, if required, under 21.18.3.24 NMAC;
   7. (7) feeding directions if required under 21.18.3.25 NMAC; and
   8. (8) name and address of the manufacturer or distributor as stipulated in 21.18.3.28 NMAC.
2. B. When a pet food or specialty pet food enclosed in an outer container or wrapper is intended for retail sale, all required label information shall appear on the outer container or wrapper.
3. C. A vignette, graphic, or pictorial representation on a pet food or specialty pet food label shall not misrepresent the contents of the package.
4. D. The use of the word "proven" in connection with a label claim for a pet food or specialty pet food is not permitted unless the claim is substantiated by scientific or other empirical evidence.
5. E. No statement shall appear upon the label or labeling of a pet food or specialty pet food which makes false or misleading comparisons between that product and any other product.
6. F. A personal or commercial endorsement is permitted on a pet food or specialty pet food label provided the endorsement is not false or misleading.
7. G. A statement on a pet food or specialty pet food label stating "improved," "new," or similar designation shall be substantiated and limited to 6 months production.
8. H. A statement on a pet food or specialty pet food label stating preference or comparative attribute claims shall be substantiated and limited to 1 year production, after which the claim shall be removed or re-substantiated.

[21.18.3.19 NMAC - N, 9/30/2013]