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Posted: 25th August 2023

Which? magazine to stop using flat-faced dog images
The BVA believes that continued use of these images may contribute to the normalisation of flat-faced breeds.
The consumer magazine responded to BVA’s concerns.

Which? magazine has pledged to stop using images of brachycephalic dogs in their publications, following discussion with the British Veterinary Association (BVA).

The calls came after the BVA discovered that the August edition of the consumer magazine would feature a French bulldog on its front cover.

The popularity of flat-faced dogs such as French bulldogs has caused concern with many veterinary groups, due to the serious health conditions associated with brachycephalic breeds.

The BVA believes that continued use of these images may contribute to the normalisation of flat-faced breeds.

The veterinary association contacted the publication with these concerns, and received a positive response from the magazine editor.

The editor confirmed that the magazine would avoid using images of flat-faced dogs in future issues, and would circulate a best-practice guide on pet image use in advertising with their picture and design team.

BVA president Malcolm Morley said: “We are pleased to receive such a positive and constructive response from the editor on this issue, which we know is a serious concern for our members. There has been a huge growth in the popularity of flat-faced dogs in recent years, fuelled by social media and celebrities, and their use by big brands or advertisers only serves to further normalise the health and welfare issues these breeds are prone to.

“Which? joins brands such as Comic Relief, Heinz, HSBC [and] Costa Coffee that have pledged to avoid imagery of brachycephalic breeds and to consider the health problems endemic to these in-fashion poster pets in the future.”

The BVA is encouraging veterinary professionals and members of the public to use their #BreedtoBreathe and #PetsinAds templates to ask organisations to stop using images of flat-faced breeds and follow their guidance on the responsible use of pets in imagery.

Image © Shutterstock



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