National animal charity hopes to stop brachy breeds being used in branding

Leading UK animal charity, Blue Cross, have launched their #EndTheTrend campaign today – which calls on the nation’s top brands to support their mission to improve the lives and welfare of flat-faced (brachycephalic) pets.

In the past decade, the popularity of brachycephalic dogs has dramatically increased both nationally and worldwide. In fact, many brands currently use brachycephalic animals in their advertisements, even if their products are unrelated. These adverts serve to influence consumers, contributing to the ever-growing popularisation of these pets as well as their inevitable over-breeding.

Flat faced (or ‘brachycephalic’) pets – such as pugs, French Bulldogs, Boston Terriers, Persian cats, and Lionhead rabbits – have soared in popularity in recent years and appear nationwide in advertising campaigns, due to the fashionable status of the breeds. As of 2021, brachycephalic breeds account for one fifth of the nation’s dogs.

Aston spoke to Roisin Bolger, veterinary surgeon at Blue Cross.

Photo by Berkay Gumustekin on Unsplash