Pets and animals: the numbers, the rules, the AI picture.

• AVMA guidelines on board-certified veterinarians and state specialty rules (Texas 22 TAC 573.32, Wyoming Chapter 16)

  AVMA guidelines, approved in April 1999 and accepted by its specialties board in 2005, quote the AVMA ethics principles. Claiming membership of an AVMA-recognized specialty organization without certification is unethical. Only certified veterinarians should call themselves specialists, and AVMA calls 'board eligible' and 'board qualified' misleading. Texas requires a vet who claims to be a specialist to name the specialty, and Wyoming adds that certification must be awarded and maintained.

  What it means: Write 'Board Certified by the American College of Veterinary Surgeons' or 'Diplomate, American College of Veterinary Surgeons' in full, since AVMA says acronyms confuse the public. A practice with one surgeon must word the site so the surgeon's status does not attach to every other service. A general practice vet can describe a special interest in dentistry, but should not claim to be a dental specialist.

  [7] vmb.ca.gov

• State veterinary advertising rules: Texas 22 TAC 573.30 and Wyoming Board Rules Chapter 16, section 2

  Texas bars veterinary advertising that is false, deceptive or misleading. Its examples include promising satisfaction or a cure, claiming superiority the public cannot verify and creating unjustified expectations. Implying specialist status without AVMA-recognized board certification is also on the list. Wyoming, in rules effective May 13, 2021, says veterinary advertising is ethical only when it carries no false, deceptive or misleading statements or claims.

  What it means: Remove 'guaranteed', 'cure', 'best vet in town' and 'pain-free' unless you can prove them, and phrase outcomes as what you do, not what will happen. Every state board has its own text, so check yours before a campaign launches. Ads, social posts and the practice name all count as advertising.

  [8] law.cornell.edu

• The veterinarian-client-patient relationship (21 CFR 530.3(i)) and telehealth limits (California Business and Professions Code 4826.6)

  The federal definition, used for extralabel drug use, says a VCPR exists only when the vet has recently seen the animal. The vet must know its care through examination or timely visits, take responsibility for medical judgments and be available for follow-up. California lets a VCPR be formed by synchronous audio-video, but not by audio-only contact or a questionnaire alone. Drugs prescribed under a video-formed VCPR are limited to six months, antimicrobials to 14 days, and controlled substances need an in-person exam.

  What it means: Do not advertise 'prescriptions online without a visit' or promise a diagnosis by chat. Telehealth pages must say what a video visit can and cannot do in your state, and when the animal must come in. Wyoming's rules say practicing without a VCPR is unethical, and other states differ, so check each state you serve.

  [9] california.public.law

• Client and patient confidentiality: state veterinary records law (California Business and Professions Code 4857)

  HIPAA covers human health information, but many states protect veterinary records under their own laws. California bars a veterinarian from disclosing information about an animal patient, the client or the care without client consent. Exceptions include court orders and some animal welfare cases. A vet who negligently releases confidential information can be liable in a civil action, and violations can carry criminal penalties.

  What it means: Reply to reviews without confirming the person is a client or describing the animal, the diagnosis or the bill. Get written consent before posting a patient photo with the owner or pet named, a case story or a client testimonial. Train staff who run social accounts on the same rule.

  [10] california.public.law

• FDA and AAFCO rules on pet food, treat and supplement claims, including CBD

  FDA says pet food must be safe, sanitary and truthfully labeled, with an identity statement, net quantity, maker's name and place of business and ingredients listed by weight. Most states adopt AAFCO model rules on names. A named ingredient must be 95% of the product excluding water, or 25% with words like dinner, or 3% with the word with. FDA says a product intended to treat or prevent disease is a drug, and FDA has not approved cannabis for any use in animals.

  What it means: A treat brand may say 'chicken flavor' only if the flavor is there, and must label non-complete products for intermittent or supplemental feeding. Use 'complete and balanced' only when the food meets an AAFCO nutrient profile or passes an AAFCO feeding trial. Never write 'cures', 'prevents' or 'treats' a disease, and FDA says adding CBD to animal food sold across state lines is a prohibited act.

  [11] fda.gov

• FTC rule on consumer reviews and testimonials (16 CFR Part 465) and the Endorsement Guides (16 CFR 255.5)

  The FTC announced a final rule on August 14, 2024 that bans fake reviews, including AI-generated ones. It also bans incentives conditioned on a positive or negative review, undisclosed insider reviews, fake independent review sites and suppressing reviews through threats. The FTC can seek civil penalties against knowing violators. The Endorsement Guides require clear and conspicuous disclosure of any material connection, such as free products or payment, between an endorser and the business.

  What it means: Do not write reviews yourself or ask staff and family to post them without disclosure. Pet influencers who get free food, grooming or boarding must disclose it in the post. Google's review policy is stricter than the FTC. It bans any incentive for a review, such as a discount or a free nail trim, and bans asking only happy clients.

  [12] ftc.gov

• State licensing for boarding, daycare, training, grooming and pet stores (Colorado PACFA, C.R.S. Title 35, Article 80)

  Colorado's Pet Animal Care and Facilities Act licenses businesses that sell, adopt, breed, board, train, groom, shelter, rescue or transport pet animals. A boarding and training facility, for pay, houses more than three pets at once besides its own, or trains pets in the owner's absence. Groomers, including mobile groomers, pet handlers and retail pet dealers are separate categories. Colorado says a business may not operate or advertise these services before its license is issued.

  What it means: If you are opening in a licensing state, do not launch the website, ads or Business Profile until the license arrives. Show the license where owners can see it. Colorado's process includes qualifying education and a pre-license inspection and can take two to three weeks, so plan the launch date around it.

  [13] ag.colorado.gov

• United Kingdom: RCVS Code supporting guidance and the CMA veterinary services remedies

  RCVS guidance (chapter 23, updated October 8, 2025) says advertising should be accurate and truthful and must comply with the CAP Code. Only vets on the RCVS specialist list may use the title specialist. It calls 'Veterinary Hospital' misleading unless the practice is accredited as one. The CMA closed its vets market investigation in September 2026, with first measures for larger businesses from December 23, 2026.

  What it means: UK practices should write 'particular interest in' rather than specialist, check the practice name, and prepare to show prices for basics such as consultations and vaccinations. RCVS guidance (chapter 4) also expects a physical exam before prescribing antimicrobials to pets in all but exceptional circumstances, so remote consult pages must say so. Canada is regulated province by province and needs its own check.

  [14] rcvs.org.uk

This is general information, not legal advice. Veterinary advertising, telehealth, pet food labeling and facility licensing rules differ by state, province and country and change often. Check your own state board, licensing agency and a qualified attorney before you publish.