The ASA considered two complaints from an individual about a page that featured the animal charity’s Dog’s Bollox dog-neutering campaign, which asked readers to buy a badge for £2.
It said: "Did you know... an unneutered dog is... more likely to suffer from prostate disease" and "A neutered dog is more likely to live a longer, healthier life". The complainant challenged whether these claims could be substantiated.
In an adjudication published this week, the ASA said it was misleading for the Blue Cross’s website to claim that a neutered dog was more likely to live a longer, healthier life because the charity had not shown that this was true for all neutered dogs. It told the charity to remove this claim from its website.
But the advertising watchdog did not uphold the complaint made about the claim that unneutered dogs were more likely to suffer from prostate disease, because the charity had, it said, provided evidence to back this statement.
A spokeswoman for the Blue Cross said: "We are grateful to the ASA for its consideration of this issue, but extremely disappointed that it upheld one of the two complaints despite our statistically significant and robust studies, which in our view clearly demonstrate that neutered dogs do enjoy a happier, healthier life.
"We have of course complied with the request that this reference should be removed from our website."