It’s not cute; it’s irresponsible. The use of pets with extreme conformations in the media
Persian cat, Boxer, English Bulldog, Dachshund, Scottish Fold cats. These are just a few of the breeds of cats and dogs Vet Times avoid using in their marketing communications for the simple reason many have been bred for visual appeal which is actually detrimental to the animal’s wellbeing.
For example, did you know the reason the Scottish Fold’s ears fold over is due to a genetic mutation called osteochondrodysplasia, which causes arthritis? Their breeding has been banned in the Netherlands since 2014. Or did you know the extreme body shape of Dachshunds, long with a low body, puts them at serious risk of spinal and neurological issues which usually require surgery to fix?
As an agency, we work with a number of animal health brands, so are fully aware of the importance of using pets responsibly in all marketing communications which includes not using animals with hereditary defects or surgically altered characteristics.
But with the number of Pug and Chihuahua social media stars and with the French Bulldog rated as the second most popular dog breed in the UK this year, we have to admit it feels like we are fighting a losing battle.
Why is this such a problem and is there anything that can be done?
So, what are some of the common the health issues?
One of the biggest problems is that many people don’t understand the extent of the health issues that comes with breeding animals for their appearance rather than their wellbeing.
Well, here’s a starter for ten:
- Brachycephalic Obstructive Airway Syndrome (BOAS)
- Heatstroke
- Sensitive skin
- Ear infections
- Birthing issues
- Back injuries
- Cataracts
- Corneal ulcers
- Ocular Dermoid
- Distichiasis
- Entropion
- Retinal Dysplasia
- Cherry eye
- Hiatal Hernia
- Chronic diarrhoea
- Pyloric stenosis
- Hip dysplasia
- Luxating patella
- Dental disease
- Bladder of kidney stones
- Pulmonic stenosis
- Conjunctivitis
And in case you’re wondering that’s just for the French Bulldog despite the fact they are more likely to develop over 20 common health disorders compared to other breeds.
Is there anything that can be done
The obvious starting point is to stop breeding dogs and cats which have inherited features which adversely affect their welfare and health. It’s cruel, unnecessary and is just a case of unscrupulous breeders prioritising the appearance of these animals over their quality of life. They don’t care that they can’t breathe properly, are often sentenced to a life of pain or die horribly young. They don’t care that by focussing on breeding for appearance, there is a lack of genetic diversity which in turn increases the risk of inherited diseases such as heart disease and hip dysplasia.
The next step is for people to stop buying them, as if there is a demand then there is always going to be someone willing to exploit that need. But people aren’t going to stop buying them if they are unaware of these health issues. How often has someone said their pug is so cute when they snore, completely oblivious to the fact it’s actually struggling to breathe?
People also aren’t going to stop buying them if they continue to see them used in advertising. As the British Veterinary Association (BVA) states: “…their media presence is driving demand for the breed, increasing the number of these dogs that are predisposed to specific health problems and, consequently, the number of dogs predisposed to suffering.”
Thankfully, the BVA provides a framework for brands to refer to if they plan to use animals in advertising. Based on expert veterinary opinion, it makes clear advertisers shouldn’t use animals with extreme characteristics or body shapes and in particular avoid any brachycephalic dogs (flat-faced dogs) as they are more likely to suffer from a myriad of serious health conditions, such as breathing, skin and dental problems.
So serious is the issue they provide a template letter for people to ask companies to stop using brachycephalic breeds in their advertising. We suggest Churchill, Bulldog (they might have to change their name as well!) and the ASA, yep the advertising watchdog, are all sent letters for starters.
Oh, and send one to Vitality while you’re at it for using a Miniature Dachshund. The fact Stanley is now a digital clone is irrelevant. It still normalises hereditary defects and is not a responsible use of pets in advertising.
But just getting brands on side isn’t enough especially as many already adhere to these guidelines. The real problem lies with celebrities and influencers who are driving demand.
Just a couple of weeks ago, Demi Moore appeared on The Graham Norton Show with Pilaf, the Chihuahua. Undeniably cute, she also had undeniable health issues.
As Cat the Vet pointed out: ‘her issues should have been discussed. To leave this out, leaves viewers with the impression that dogs like this are adorable and desirable and means a huge opportunity to educate has been missed.”
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We couldn’t agree more.
But Demi isn’t the only one who could actually do something really positive, and we would argue, has a responsibility to raise awareness around the health issues these pets could have.
Lewis Hamilton has Roscoe, a Bulldog with 1.1m followers, Taylor Swift has two Scottish Fold cats, which is why they have become so popular over the last few years, and Paris Hilton has numerous dogs including Chihuahuas and Pugs.
But even if they did stand up and acknowledge the potential health issues with these breeds, then what about the pet influencers such as Doug the Pug with 3.6 million followers? Known as the “OG celebrity dog” because of his interactions with stars such as Justin Bieber and Billie Eilish, is the owner really going to come out and say, “my pet is unhealthy, don’t get one”? Is she really going to stop putting Doug in clothes when he now has a net worth of $5 million? People call his owner a marketing mastermind. We call it exploitation.
So, is there a solution?
While many brands have sat up and taken notice of the guidelines about using animals in advertising, as long as celebrities and influencers continue owning dogs and cats with extreme conformations they will continue to drive demand.
But just as they drive demand, the reverse is also true. If just a few acknowledge their pet’s health issues, then it would help raise awareness and make people think twice about those breeds. And no, it’s not about leaving these pets unwanted and unloved in rescue centres, but rather ensuring breeders don’t have any reason to continue their unscrupulous practices.
And it’s encouraging that other organisations such as ICECDogs have issued their own calls for images with dogs with extreme conformations to not be used by advertisers and users of social media, and that animal welfare charities have raised concerns over the use of inappropriate animals in media, such as the Scottish Fold in the film Argylle.
But, if we want real change, then the general public has a crucial role to play. So, next time you see a funny picture of a Pug, don’t like it. Don’t buy a Scottish Fold cat, just because Taylor Swift has one. Call out a celebrity who has a dog with cropped ears. If no one says anything then the pain and suffering of these animals will just continue.
And, yes, it might take a while for the message to get through, but where animal welfare is concerned, it’s worth the effort.