Journal of Applied Animal Nutrition

Original Research

The impact of Regulation (EC) 767/2009 on the practice of feed advertising in Europe

G. Kavanagha1, K. Pentievaa2, J. Kennedya1a3 and C. A. Morana2a4a5 c1

a1 Alltech Ireland, Sarney, Summerhill Road, Dunboyne, Co. Meath, Ireland

a2 School of Biomedical Sciences, University of Ulster, Coleraine Campus, Cromore Road, Coleraine. BT52 1SA. Northern Ireland

a3 UCD Geary Institute, University College Dublin, Belfield, Dublin 4. Ireland

a4 School of Agriculture, Food Science and Veterinary Medicine, University College Dublin, Belfield, Dublin 4. Ireland

a5 Alltech France, 25 rue Greffulhe, 92300 Levallois-Perret, France


A drive to promote European feed market competitiveness saw the introduction of Regulation (EC) 767/2009 which addresses the placing on the market and use of feed within the European Community. The aim of this study was to determine if the feed industry has changed their advertising practice since the introduction of the Regulation, particularly in reference to Article 13 which sets out the requirements for the use of claims on animal feed. A content analysis of feed material advertisements in nine major EU based feed industry journals, representing all major animal production species, was conducted (n = 822). Relevant advertisements incorporating a time period of one year before and after the enforcement of the Regulation were included. Advertisements were assessed for the level of information provided and the use of claims. The study indicated that there has been a decrease in the provision of information cues on feed advertisements since the Regulation came into being (from 2.5 cues to 1.7 (SEM = 0.56, p < 0.001)). Furthermore, the appearance of certain claims also showed reductions in frequency (reduction in claims relating to improvements in the environmental (χ2 = 4.7, p < 0.05), the nutritional needs of the animal (χ2 = 9.7, p < 0.01) and the effect on the performance of the animal (χ2 = 4.2, p < 0.05)). It is possible that despite the intention to inspire innovation in the food industry, the Regulation may be motivating a more cautious approach to the advertising of feedingstuffs in Europe.

(Received December 03 2011)

(Accepted January 21 2013)


  • Marketing of Feed Regulation;
  • Article 13 claims;
  • Innovation;
  • Content analysis


c1 Corresponding author: