{"id":3415,"date":"2018-01-12T12:49:54","date_gmt":"2018-01-12T12:49:54","guid":{"rendered":"http:\/\/tails.com\/blog\/?p=3415"},"modified":"2021-02-04T15:24:16","modified_gmt":"2021-02-04T15:24:16","slug":"how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma","status":"publish","type":"post","link":"https:\/\/tails.com\/blog\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\/","title":{"rendered":"How brands can tackle the brachycephalic dog breed dilemma"},"content":{"rendered":"<p><span style=\"font-weight: 400\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3429\" src=\"http:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-2.png\" alt=\"BLOG SIZE_ How brands can tackle the brachycephalic dog dilemma.png\" width=\"810\" height=\"580\" srcset=\"https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-2.png 810w, https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-2-300x215.png 300w, https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-2-768x550.png 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/>On New Year\u2019s Day, HSBC bank showcased their new TV advert campaign featuring a timely message of unity, diversity and the tagline \u2018Together We Thrive\u2019. While many followers praised the ad in highlighting what we have in common rather than what divides us, <\/span><span style=\"font-weight: 400\">it was met with protest and concern.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Front and centre in the ad and banner image was a bemused looking French Bulldog. And to many vets, breeders and pet owners, the \u2018Frenchie\u2019 as a breed is far from thriving. Vets and animal welfare experts suggest we\u2019re facing a huge animal welfare crisis, with the rising popularity of brachycephalic or flat-faced dog breeds like French Bulldogs, Pugs and English Bulldogs. <\/span><\/p>\n<p><b>And here\u2019s the clincher: advertisers are being blamed. <\/b><\/p>\n<p><span style=\"font-weight: 400\">The same backlash was seen with Heinz, Costa Coffee, Comic Relief and Halifax over the last year, all of whom used brachy breeds in their<\/span><span style=\"font-weight: 400\"> advertising and came under fire for irresponsibly cashing in on this latest trend for \u2018designer dogs\u2019. <\/span><\/p>\n<p><b>So what\u2019s the problem?<\/b><\/p>\n<p><span style=\"font-weight: 400\">The trend of brachycephalic breeds has risen dramatically in recent years, due to their popularity across social media and celebrity culture, with brands responding to this trend and using them in their advertising<\/span><span style=\"font-weight: 400\">.<\/span><span style=\"font-weight: 400\"> Their flattened faces, large protruding eyes and wide grins are baby-like, and our human nature and desire to nurture mean we subconsciously find them adorably cute and endearing.<\/span><\/p>\n<p><span style=\"font-weight: 400\">French Bulldogs are now the third most popular breed with 21,470 dogs registered in 2017, compared with only 692 dogs in 2007. This doesn\u2019t take into account the many thousands not registered with the Kennel Club. They\u2019re set to overtake Labrador Retrievers in popularity this year. <\/span><\/p>\n<p><span style=\"font-weight: 400\">But this latest trend is in fact worrying. By the very nature of being bred for flattened faces and comical \u2018cute\u2019 appearance, brachy breeds are prone to severe health conditions. Their welfare often suffers due to the following problems:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Difficulty breathing due to extreme airway restriction <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Protruding, vulnerable eyes prone to infection and ulceration<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spinal and neurological conditions due to short backs and corkscrew tails<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Skin fold infections and defective eyelids due to excess skin <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Inability to give birth naturally due to large puppy head size<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">It\u2019s not a pretty picture.<\/span><\/p>\n<p><b>Animal welfare groups are now speaking out<\/b><\/p>\n<p><span style=\"font-weight: 400\">Just last month, the Brachycephalic Working Group (BWG), made up of various veterinary groups, animal welfare organisations, scientists, the Kennel Club and several dog breed groups (Bulldog and Pug clubs included) called for companies to refrain from using these breeds in marketing altogether. This leaves advertisers who tend to use animals as marketing symbols under mounting pressure to do the right thing when it comes to their reputation and corporate social responsibility. <\/span><\/p>\n<p><b>My personal take on the situation<\/b><\/p>\n<p><span style=\"font-weight: 400\">As a vet who has long been passionate about animal welfare, I\u2019m all too aware of brachy health and ethical breeding practices. I took an oath on graduation day to safeguard and champion animal welfare at all times. Working for a dog food company, I\u2019m also mindful of not making owners feel guilty or to blame for poor welfare, when many weren\u2019t aware of these issues before getting their dog. Lots of our customers are Frenchie, Pug and Bulldog owners after all, which is where being vocal or critical can become challenging. &nbsp;<\/span><\/p>\n<p><b>How tails.com tackles the subject as a brand<\/b><\/p>\n<p><span style=\"font-weight: 400\">At tails.com, our purpose is \u201cto improve the lives of dogs and their owners for the better\u201d. We are a pet nutrition brand that puts dog welfare and customer satisfaction at the very heart of everything we do. Part of my role is to educate and support dog owners, whether they currently have a brachy breed or if they\u2019re thinking of buying one. In July last year I did a piece for The Sunday Times, urging prospective owners to reconsider whether a brachy breed was for them, educating on how to choose a healthier pup from a responsible brachy breeder and persuading them to consider adopting a rescue brachy breed rather than fuelling the demand for more puppies.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">French bulldogs and pugs are more popular than ever, but this isn&#39;t good news  <a href=\"https:\/\/t.co\/n7mffFnFHl\">https:\/\/t.co\/n7mffFnFHl<\/a> <a href=\"https:\/\/t.co\/U9WsG9XGB2\">pic.twitter.com\/U9WsG9XGB2<\/a><\/p>\n<p>&mdash; The Sunday Times (@thesundaytimes) <a href=\"https:\/\/twitter.com\/thesundaytimes\/status\/881468098393640960?ref_src=twsrc%5Etfw\">July 2, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400\">My advice to our marketing team has strongly recommended we only show healthy examples of these breeds in our advertising, if at all. Similarly, in our written communications and on social media we no longer refer to them as \u2018cute\u2019 or \u2018adorable\u2019 due to their physical appearance. <\/span><span style=\"font-weight: 400\">We have always used real customers in our advertising creative and comms. Our customers love to send us photos of their dogs with their <\/span><a href=\"http:\/\/tails.com\"><span style=\"font-weight: 400\">tails.com<\/span><\/a><span style=\"font-weight: 400\"> food and where these are brachy breeds, we choose to display only moderate examples without the extreme physical features that can lead to health problems. <\/span><\/p>\n<p><b>Did HSBC make a mistake?<\/b><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3427\" src=\"http:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-1.png\" alt=\"BLOG SIZE_ How brands can tackle the brachycephalic dog dilemma.png\" width=\"810\" height=\"580\" srcset=\"https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-1.png 810w, https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-1-300x215.png 300w, https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma-1-768x550.png 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/><\/p>\n<p><span style=\"font-weight: 400\">What HSBC tried to do in their TV ad was show the diversity of people and animals that make up our communities. Celebrating, as we do, real people and real dogs. A Siberian Husky, a Mexican Hairless, a Hungarian Puli and\u2026 a French Bulldog. They\u2019ve flown in the face, almost certainly unknowingly, of the recommendations of the BWG and other vocal campaign groups to avoid using these breeds in advertising entirely. <\/span><\/p>\n<p><span style=\"font-weight: 400\">But I have to give them some credit. The Frenchie they chose is far less extreme than the majority found elsewhere, including the show ring at Crufts. He has a longer muzzle and more open nostrils compared to some of the flatter-faced examples of the breed. In fact, so unusual is this moderate Frenchie appearance that many questioned whether he was even a French Bulldog, and not a Boston Terrier or crossbreed?<\/span><\/p>\n<p><b>Can we improve the welfare of these breeds?<\/b><\/p>\n<p><span style=\"font-weight: 400\">The advert highlights the fact there are Frenchies, English Bulldogs and Pugs out there that are bred less for extreme appearance, and more for function and health. By highlighting what these breeds can also look like, there\u2019s a benefit in promoting more responsible breeding practices. It\u2019s these healthier version dogs we should breed from to produce healthier puppies and improve the breeds\u2019 situation overall. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Change comes creeping slowly; the breed standard that outlines the desired appearance of the dogs for breeders needs an overhaul. The Kennel Club have a major role to play here. No justification can be made for continuing to breed extreme flat faces, short backs, screw tails and excess skin that all cause significant health issues for a large number of dogs. The ability to breathe freely without obstruction, a functional muzzle and nose is surely not too much to ask for? &nbsp;<\/span><\/p>\n<p><b>Brands, over to you<\/b><\/p>\n<p><span style=\"font-weight: 400\">In the meantime it\u2019s up to brands to decide if they want to be part of the problem, or part of the solution. At the moment, the BWG advice is to stop using these breeds in advertising entirely to avoid popularising them. The hope is this may slow the massive public demand from people who don\u2019t realise the issues these breeds face.<\/span><\/p>\n<p><span style=\"font-weight: 400\">So, brands: the next time you look to use one of our canine companions in your advertising, ask yourself these three things: <\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What would we lose by choosing a popular breed of dog other than a brachycephalic breed?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">If we do use a brachy breed, can we choose to demonstrate to our audience the healthier examples of the breed?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Can we highlight some of the issues that these breeds face, educating our audience and demonstrating our commitment to responsible advertising?<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Further reading:<\/span><\/p>\n<p><a href=\"https:\/\/www.bsava.com\/News\/ArticleID\/2406\/Welfare-crisis-looms-for-flat-faced-dog-breeds-commonly-used-in-advertising\"><span style=\"font-weight: 400\">https:\/\/www.bsava.com\/News\/ArticleID\/2406\/Welfare-crisis-looms-for-flat-faced-dog-breeds-commonly-used-in-advertising<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.vet.cam.ac.uk\/boas\/resources-1\/brachycephalic-working-group-bwg\/171204BWGRequesttocompaniestoavoidusingflatfacedbrachycephalicdogsinmarketingandadvertising.pdf\"><span style=\"font-weight: 400\">https:\/\/www.vet.cam.ac.uk\/boas\/resources-1\/brachycephalic-working-group-bwg\/171204BWGRequesttocompaniestoavoidusingflatfacedbrachycephalicdogsinmarketingandadvertising.pdf<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.thekennelclub.org.uk\/press-releases\/2017\/february-2017\/french-bulldogs-set-to-overtake-labradors-as-uk-s-most-popular-dog-breed\/\"><span style=\"font-weight: 400\">https:\/\/www.thekennelclub.org.uk\/press-releases\/2017\/february-2017\/french-bulldogs-set-to-overtake-labradors-as-uk-s-most-popular-dog-breed\/<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.bva.co.uk\/news-campaigns-and-policy\/bva-community\/bva-blog\/i-really-like-your-beans-but%E2%80%A6\/\"><span style=\"font-weight: 400\">https:\/\/www.bva.co.uk\/news-campaigns-and-policy\/bva-community\/bva-blog\/i-really-like-your-beans-but%E2%80%A6\/<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.ufaw.org.uk\/dogs\/pug-brachycephalic-airway-obstruction-syndrome\"><span style=\"font-weight: 400\">https:\/\/www.ufaw.org.uk\/dogs\/pug-brachycephalic-airway-obstruction-syndrome<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With brands recognising the popularity of brachycephalic breeds, there&#8217;s been an increase in their appearances in adverts. Head Vet Sean looks at what advertisers can do to make sure they&#8217;re promoting responsible dog welfare.<\/p>\n","protected":false},"author":4,"featured_media":3416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2523,2536],"tags":[723,2538,1007,1010,1008,1009,2537],"class_list":["post-3415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-breeds","category-vet-advice","tag-brachycephalic-dog","tag-breed-advice","tag-french-bulldog","tag-french-bulldog-puppies","tag-frenchie","tag-pug","tag-vet-advice"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How brands can tackle the brachycephalic dog breed dilemma - Tails.com Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tails.com\/blog\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How brands can tackle the brachycephalic dog breed dilemma\" \/>\n<meta property=\"og:description\" content=\"With brands recognising the popularity of brachycephalic breeds, there&#039;s been an increase in their appearances in adverts. Head Vet Sean looks at what advertisers can do to make sure they&#039;re promoting responsible dog welfare.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tails.com\/blog\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\/\" \/>\n<meta property=\"og:site_name\" content=\"Tails.com Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tailsuk\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/thatvetsean\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-12T12:49:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-04T15:24:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tails.com\/blog\/wp-content\/uploads\/2018\/01\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma.png\" \/>\n\t<meta property=\"og:image:width\" content=\"810\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Dr. Sean McCormack\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ThatVetSean\" \/>\n<meta name=\"twitter:site\" content=\"@tailsdogfood\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dr. Sean McCormack\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/\"},\"author\":{\"name\":\"Dr. Sean McCormack\",\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/#\\\/schema\\\/person\\\/21521507781716edcf5819839fd2cb80\"},\"headline\":\"How brands can tackle the brachycephalic dog breed dilemma\",\"datePublished\":\"2018-01-12T12:49:54+00:00\",\"dateModified\":\"2021-02-04T15:24:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/\"},\"wordCount\":1292,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/tails.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/01\\\/BLOG-SIZE_-How-brands-can-tackle-the-brachycephalic-dog-dilemma.png\",\"keywords\":[\"brachycephalic dog\",\"breed advice\",\"french bulldog\",\"french bulldog puppies\",\"frenchie\",\"pug\",\"vet advice\"],\"articleSection\":[\"Breeds\",\"Vet\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/\",\"url\":\"https:\\\/\\\/tails.com\\\/blog\\\/how-brands-can-tackle-the-brachycephalic-dog-breed-dilemma\\\/\",\"name\":\"How brands can tackle the brachycephalic dog breed dilemma - 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Summary Our Head Vet Sean has been a qualified vet for over 15 years. He\u2019s worked with dogs, cats, exotic pets, zoo and wildlife species. With expertise in pet nutrition, behaviour, and animal welfare, Sean combines his clinical background with a passion for conservation and communication. He appears regularly in national media, writes a weekly advice column, and hosts the Sean\u2019s Wild Life podcast. Sean understands the unique bond we share with our pets and brings that insight to every article he writes for Tails.com. Experience - 15+ years as a practising vet across domestic, exotic, zoo and wildlife species - BSc in Animal Science with focus on nutrition and biochemistry before vet school - Regular TV and radio appearances, including ITV This Morning, BBC, The One Show, BBC Springwatch and Autumnwatch and more. 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