What was the problem? Lilly’s Elanco Animal Health unit overstated the effectiveness of Reconcile, its new tablet for dogs with separation anxiety. Actually, Reconcile isn’t new; it’s really Prozac for pooches and the drugmaker is marketing the med to owners who fear Fido will act up while the Master is away.

A few months ago, Lilly vet Steve Connell said the beef-flavored chewable tab “basically calms the dog and makes it more receptive to the (behavior management) training that’s supposed to go along with it.” But in promotional pieces and print ads, Elanco improperly played up Reconcile’s effectiveness against a placebo, and forgot to mention that positive study results may have reflected dogs that received Reconcile and ‘behavior modification,’ too.

The violations are misleading and serious, the FDA wrote Elanco, which has been required to send Dear Doctor letters to vets. You can read the agency’s June 26 warning letter to the drugmaker here. This time, Lilly barked up the wrong….well, you know.