The Tenth Circuit affirmed in part and reversed in part the district court’s dismissal of KetoNatural Pet Foods’ Lanham Act false advertising claim against Hill’s Pet Nutrition, remanding the case for further proceedings. The court held that KetoNatural plausibly alleged that specific statements made by Hill’s on its own website and through its veterinary education materials constituted actionable commercial speech that was literally false under the Lanham Act. Conversely, the court affirmed the dismissal of claims regarding statements made by co-conspirator veterinarians and non-profit organizations, ruling that these entities’ public media appearances, academic articles, blog posts, and social media content did not constitute commercial speech because they lacked the necessary economic motivation to promote Hill’s products and were too attenuated from Hill’s brand to be considered advertisements. The court applied the four-part test for “commercial advertising or promotion” established in *Proctor & Gamble Co. v. Haugen*, requiring that the representation be (1) commercial speech, (2) made by a defendant in commercial competition with the plaintiff, (3) for the purpose of influencing consumers to buy the defendant’s goods, and (4) disseminated sufficiently to the relevant purchasing public. Applying *Bolger v. Youngs Drug Prods. Corp.*, the court analyzed whether Hill’s statements were advertisements referencing specific products made with economic motivation, concluding that Hill’s disparagement of “boutique, exotic, or grain-free” (BEG) pet food functioned as a tacit promotion of its own traditional grain-containing food due to its market dominance and financial incentive. Regarding falsity, the court applied the “establishment claim doctrine,” finding that KetoNatural plausibly alleged Hill’s statements were literally false because they relied on scientific data that did not actually establish the asserted correlation between BEG diets and canine heart disease. The court further determined that academic articles and non-commercial speech by third parties are protected under the First Amendment and do not qualify as commercial speech under the Lanham Act. On remand, the district court is directed to determine whether Rule 9(b) or Rule 12(b)(6) applies to the Lanham Act claims and to assess whether KetoNatural has sufficiently pleaded its claim under the appropriate standard. Additionally, the case will be remanded to address the derivative Kansas civil conspiracy claim, which depends on the viability of the underlying Lanham Act violation, including whether a Lanham Act violation can serve as the predicate wrong for a state law conspiracy claim and whether the remaining elements of that claim are adequately alleged.