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Posted: 22nd April 2026

Pet appearance prioritised over health, survey finds
Binks' flat face left him with a deformed jaw, an underbite and protruding lower teeth.
Battersea says social media remains an influence.

New research from Battersea has revealed the impact of an animal’s appearance when choosing a pet.

A survey of 2,000 British people found that 66 per cent of respondents considered appearance important, with social media influencing what is ‘cute’ or desirable.

The data has inspired Battersea’s latest campaign, ‘Cost of Cute’, which aims to tackle the rise in popularity of ‘extreme characteristics’. The charity has referred to such traits as ‘one of the most urgent welfare issues facing dogs and cats in the UK’.

The survey also revealed that, while 61 per cent said the pet’s health was important when choosing a pet, only 39 per cent would avoid a breed with known health issues.

Respondents were able to recognise the breed-related health conditions associated with extreme features. Fifty-nine per cent were aware of breathing problems, 44 per cent of spinal issues and 44 per cent of hip or elbow issues.

Almost half of under-45s said that social media had influenced their interpretation of pet ownership, while 42 per cent said it had guided them on how dogs and cats should look.

However, Battersea says that many are not seeing the link with pain, discomfort and a poor quality of life for their pet. Respondents were similarly unaware of the corresponding rise in vet bills although, if vet bills became too high, 16 per cent said they’d relinquish their pet.

One such pet is Binks, a four-year-old British shorthair which had been bred with extreme characteristics. He was brought to Battersea after his extremely flat face left him with a deformed jaw, an underbite and protruding lower teeth.

Binks developed severe dental disease and required major surgery to remove fifteen teeth. Battersea was able to treat Binks’ health problems, who has now been rehomed.

Shaun Opperman, veterinary director at Battersea, said: “We want prospective owners to feel empowered to ask the right questions, consult trusted sources and choose pets whose health has not been compromised for the sake of appearance. Prioritising health over ‘cute’ aesthetics is one of the most meaningful ways we can protect the welfare of future generations of dogs and cats.”

More information is available on Battersea’s Cost of Cute campaign page.

Image © Battersea



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