Pet Treat Labelling Compliance in Malaysia: Dental Chews, Jerky and Chews All Count as Feed

Pet treats—dental chews, jerky, freeze-dried snacks, dog chews—are not, in Malaysian law, "snacks." Like staple food, they are treated as "feed" under the Feed Act 2009 (Act 698), and the competent authority is the Department of Veterinary Services (DVS). That means treats are not exempted from feed labelling and hygiene rules just because they are "not the main meal": their labels must comply with the Feed (Labelling of Feed or Feed Additive) Regulations 2012, and animal-origin treats (jerky, chews) must also pass an extra layer of border animal-health (SPS) control. Shelving treats as ordinary food or gift items is the most common misunderstanding in this category—and the one most likely to get goods held at the border or delisted. To grasp the overall framework first, read the Malaysia Pet Food Labelling Guide alongside this.

1. Treats are also feed: mandatory label items

Treats placed on the market as feed must have labels that comply with the Feed (Labelling) Regulations 2012. In practice this usually covers the following items (the precise requirements follow the text of the Regulations):

For a full comparison of mandatory items, see Mandatory Items on a Pet Food Label; for reading the guaranteed analysis, see How to Read a Pet Food Guaranteed Analysis. The two most often overlooked for treats are "feeding directions" and "guaranteed analysis"—many brands assume treats need neither, leaving the label incomplete.

2. Extra thresholds for animal-origin treats

Treats containing animal ingredients, such as jerky and chews, face animal-health checks on top of labelling. Taking import as an example: you must first obtain DVS import approval (DVS conducts an SPS risk assessment), after which MAQIS issues the import permit through ePermit; products of animal origin additionally require a Veterinary Health Certificate (VHC) issued by the competent authority of the exporting country. And products like dog chews, per DVS export health-certificate practice, must undergo treatment sufficient to kill pathogens (including Salmonella). This shows that the core risk of animal-origin treats is biosecurity—it is not enough merely to get the label right.

3. Halal and porcine-source ingredient labelling

Malaysia's feed labelling rules pay particular attention to avoiding non-halal—especially porcine-source—ingredients. In practice this means:

• If a product contains porcine-source ingredients, this must be clearly disclosed and not left ambiguous.
• To make a "Halal" claim, JAKIM recognition must be obtained; you cannot self-declare it.
• If an ingredient comes from an animal by-product, transparency about the source animal species affects clearance and market acceptance.

For treat brands leading with "natural" or "no additives," halal and porcine-source disclosure is not a marketing option but a hard compliance requirement; vagueness or mislabelling means, at best, being asked to relabel, and at worst, delisting and return shipment—not worth it.

4. Import vs. local manufacture

• Imported treats: animal-origin products go through the "DVS approval → MAQIS ePermit permit → VHC" flow, with the permit applied for before departure; plant-based or fully processed treats carry lower risk but must still comply with labelling. For the full import path, see The Pet Food Import Process.
• Local manufacture/repacking: manufacturers and sellers must register with DVS under the Feed Act and comply with the same set of labelling and hygiene rules.

The common point is: first judge whether the treat contains animal ingredients, then decide whether it must pass the VHC and border-inspection layer.

Frequently asked questions (FAQ)

Q: Are pet treats really "feed" and not food? They are feed. Anything fed to an animal in principle falls within the definition of "feed" under the Feed Act 2009 and is managed by DVS, not through FSQD (the human-food route).

Q: Do imported jerky and chews definitely need a Veterinary Health Certificate (VHC)? Import of animal-origin products (most items other than pork and pork products) usually requires a VHC issued by the exporting country, plus prior DVS approval and a MAQIS ePermit permit.

Q: Can a treat label just show ingredients and weight? Not recommended. When placed on the market as feed, the guaranteed analysis, feeding directions, batch number and expiry date are usually all mandatory items; ingredients and weight alone are often incomplete.

Q: Can treats containing porcine-source ingredients be sold? They can be sold, but the porcine-source ingredient must be clearly disclosed and must not be labelled as halal; a halal claim requires JAKIM recognition.

Q: Do home-baked pet treats also need to comply? As long as they are sold to the public, they fall under the feed rules; manufacture and sale must still be registered with DVS under the Feed Act and meet labelling requirements—being "handmade" or "small-batch" is no exemption.

Pre-launch self-check: - [ ] The label includes ingredients, guaranteed analysis, feeding directions, batch number and expiry date - [ ] Animal-origin treats have DVS approval + MAQIS permit + VHC ready - [ ] Chews and similar have completed treatment to kill pathogens (including Salmonella) - [ ] Porcine-source ingredients are clearly disclosed; any halal claim has JAKIM recognition

In short: pet treats in Malaysia are unequivocally "feed," labels must be completed per the Feed (Labelling) Regulations 2012, and animal-origin products must also pass the DVS and MAQIS animal-health gate. Shelving treats as ordinary food is the most likely place to trip up on both labelling and the VHC. Before listing, run a quick tool check on your label first.

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This article is compiled from official sources for reference only; actual compliance is subject to the latest official texts and reviews of the competent authorities.