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While teaching, the Institute of Animal Nutrition of the University of Zurich (IANZ) noticed that veterinary students, veterinarians and pet owners have significant difficulties in reading and understanding pet food labels (PFL). The authors hypothesized that if PFL are easy to read and understand, 90% of those dog owners (n = 43) polled at a dog exhibition are able to answer a questionnaire after reading an exemplary PFL modified from existing products. About 30.2% of the participants were able to compare the protein content of a canned diet versus a dry diet. About 34.9% were able to estimate and compare the carbohydrate content of two dry diets by reading the composition. About 32.6% identified which of the two dry diets was potentially a complete diet by reading the listed ingredients. The results show that a majority of the participants was overwhelmed with the task of reading and understanding the exemplary PFL. An improvement of public education on the basics of product labelling or additional simplified information on the labels might be helpful. [ABSTRACT FROM AUTHOR]