How should species, life stage and serving directions be handled?

The brief and label should identify the intended species and relevant life stage or weight range. Directions need to be practical for the dosage form, consistent with the formula and expressed in units customers can measure reliably. Avoid assuming that a formula or serving suitable for dogs is automatically appropriate for cats, horses or birds. Any special-population caution, maximum use level or veterinarian-consultation statement should be determined through product and market review, then controlled across every language version.