Sign our #EndTheTrend petition

We're calling on Britain's top brands to stop using brachycephalic (flat-faced) breeds in their advertising

Fake ad showing an unhealthy brachycephalic (flat-faced) dog

More and more major British consumer brands are using brachycephalic (flat-faced) animals in their marketing and advertising, even if their products are unrelated.

By using brachycephalic pets in their advertisements, brands are indirectly contributing to the over-popularisation of these animals and, in turn, the extreme demand for flat-faced breeds.

That’s why this month we’re launching #EndTheTrend, calling for the UK's leading brands to commit by the end of 2022 to phasing out the use of any brachycephalic pets in their future advertisements.

The BVA (British Veterinary Association) have produced a guide to show how pets can be used responsibly in advertising.

With your support, we can put a stop to the cruel and inhumane over-breeding of these pets to solve the animal welfare crisis that we, as a society, have created. 

Every pet deserves a long, happy and healthy life, and it is our responsibility as humans to give them one.

Sign our petition to #EndTheTrend

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5,000 Number of brachy pets treated by our vets in the last two years alone

Many people are already aware that flat-faced (brachycephalic) pets have soared in popularity in recent years and have become somewhat of a ‘trendy’ companion. Pets such as:

  • French bulldogs
  • pugs
  • Boston terriers
  • Persian cats
  • lionhead rabbits

As of 2021, brachycephalic breeds account for one fifth of the nation’s dogs.


Fake advert showing an unhealthy brachycephalic (flat-faced) French bulldog

Our obsession with these brachycephalic pets has created an animal welfare crisis. Part of the reason for this is their ‘fashion’ status and impulse buying, which is why brands are in a vital place to help stop this crisis.

Most people know that flat-faced animals can struggle with breathing issues. But not many know about the other countless painful and life-limiting conditions they are forced to live with or undergo surgeries for.

We are all too aware of this crisis. In the last two years alone, our vets have treated over 5,000 brachy pets – a number that continues to grow week on week. 

Common procedures include:

  • BOAS (brachycephalic obstructive airway syndrome) surgery: a distressing operation for any pet to have to undergo, but often vital in clearing their dangerously obstructed airways
  • Enucleation: removal of their eyes and eyelids due to high rates of disease
  • Caesarean section: meaning they cannot give birth to litters without vet help

These health problems come from a vicious cycle of over-breeding to meet the huge demand for these four-legged friends. Many of these breeds now no longer even resemble their healthy ancestors that came just a century before them. And, devastatingly, it is now costing them their quality of life. 


Watch our campaign video to find out more about brachycephalic dogs and help us #EndTheTrend.