A Guide to Brachycephalic Animals in Advertising
At The Animal Talent, we made a decision upon launch to not work with brachycephalic animals. This isn’t a decision we took lightly because we adore all animals, large small, flat faced, non-flat faced and all animals need a loving home. However, as thought-leaders in the animal talent industry, we want to use our platform to do good for the animals we work with.
To reiterate, we love ALL ANIMALS, so choosing not to work with certain breeds was really hard for us. That being said, we couldn’t use our platform to promote the unethical breeding of animals where health is not at the forefront.
So, why are flat faced animals so popular as pets and why do people find brachycephalic pets cute?
In September 2023, Telegraph wrote “Flat-faced dogs, known as brachycephalic breeds, include the pug, bulldog and French bulldog and have boomed in popularity in recent years. This has often been attributed to their large eyes and baby-like face, which has evolved to trick the human brain into behaving like a parent would to a baby.”
Here at The Animal Talent, we agree that there is a strong emotional bond between humans and animals. In fact, this is something we discussed in our article “15 Reasons Animals are Used in Advertising & Marketing Campaigns.”
What is wrong with brachycephalic animals and what are the welfare concerns behind working with them?
Brachycephalic animals are characterised by their distinctive short-muzzled, flat-faced appearance, resulting from genetic factors that affect skull shape and structure. Popular examples include breeds such as Bulldogs, Pugs, French Bulldogs, Persian cats and Lionhead rabbits. While their adorable looks may garner attention and affection, these breeds often face significant health challenges due to their unique anatomy. These include:
1. Breathing Difficulties:
Brachycephalic animals commonly suffer from brachycephalic obstructive airway syndrome (also known as BOAS), a condition characterised by narrowed airways and respiratory distress. Their compressed nasal passages and elongated soft palates make it difficult for them to breathe, especially during exertion or in hot and humid conditions.
Working with brachycephalic animals in environments that may exacerbate respiratory issues, such as film sets with bright lights and high temperatures, can pose serious risks to their health and well-being.
2. Heat Sensitivity:
Brachycephalic breeds are particularly sensitive to heat stress due to their inefficient cooling mechanisms and compromised respiratory function. Shortened airways restrict airflow, making it challenging for the animals affected to regulate their body temperature effectively.
Working with brachycephalic animals in environments where heat stress is a concern, such as outdoor shoots in the sun or under heavy studio lights, increases the risk of heatstroke and other heat-related illnesses.
3. Exercise Intolerance:
Due to their breathing difficulties and reduced respiratory capacity, brachycephalic animals often have limited exercise tolerance and may struggle to engage in strenuous physical activities. Overexertion by such animals can quickly lead to fatigue, overheating, and respiratory distress. Engaging brachycephalic animals in physically demanding roles or activities, such as agility courses or prolonged filming sessions, can put undue strain on their cardiovascular and respiratory systems, compromising their welfare.
4. Surgical Interventions:
Many brachycephalic animals require corrective surgical procedures to alleviate breathing difficulties and improve their quality of life. These procedures, such as soft palate resection or nares surgery, carry risks of complications and may not always provide lasting relief.
Subjecting brachycephalic animals to invasive surgeries solely for the purpose of enabling them to perform in entertainment or media roles raises ethical concerns and prioritises aesthetics over welfare.
There’s no question that brachycephalic animals may be endearing and charismatic, however, it’s essential to recognise and prioritise their welfare needs above all else. At The Animal Talent, we will consider working with rescued brachycephalic breeds if they have had a thorough health check with veterinary specialists in brachycephalic breeds and if they photoshoot or film row requires minimal effort.
There is a really fine line for us to consider and each job proposal will be discussed in-house with regards to safety and suitability. We feel as an agency we need to promote animal adoption as we know there is too much breeding in the country, however, we do not want to advocate for poor breeding practices where deformities affect the health of any animal.
What the experts say:
By seeing brachycephalic animals on TV and in any media, people are attracted to the breeds and are led to believe that these deformities are ok. Over the years, flat-faced animals have become normalised and now that society is more intelligent, we need to reverse this awful trend. Vet Times stated that brachycephalic animals needed more help and charities such as The Blue Cross agree; they have been lobbying brands and large companies to stop working with brachycephalic animals with their #endthetrend campaign. In a statement, BWG stated:
“The UK Brachycephalic Working Group is concerned that the unnecessary and inappropriate use of brachycephalic dogs in the media is perpetuating the appeal and encouraging impulsive ownership of these breeds that is harming their welfare. We ask responsible advertisers, brands, companies and influencers to work with us and play a key role in improving dog welfare by not using dogs with brachycephaly as promotional aids in the media.”
This is also something the UK media has been talking about for years; in 2017 The Independent labelled it a “crisis”. Huffington Post also said “It is time for companies to prioritise dog welfare over profit.”
As responsible stewards of animal welfare, we choose not to work with brachycephalic breeds in professional settings to avoid exacerbating their health issues and risking their well-being for the sake of entertainment or aesthetics. Instead, we advocate for the responsible care, breeding, and treatment of all animals, regardless of breed or appearance, to ensure they lead happy, healthy lives free from unnecessary harm and suffering.
What responsible brands and marketers feel:
In the world of advertising, brands often seek to create captivating and relatable campaigns that resonate with consumers. While the use of animals in advertising can be charming and attention-grabbing, there are ethical considerations that must be carefully weighed.
One area where brands demonstrate responsibility and compassion is in their decision not to use brachycephalic animals in advertising. Brands have a moral obligation to prioritise the welfare of animals used in their advertising campaigns. While brachycephalic animals may attract attention and evoke emotional responses from viewers, it is unethical to exploit their physical characteristics for commercial gain without considering the potential impact on health and well-being.
Using brachycephalic animals in advertising perpetuates the normalisation of breed-related health issues and may inadvertently promote the demand for these breeds, exacerbating existing welfare problems within the pet industry.
Brand reputation
In recent years, there has been growing awareness and concern surrounding the welfare of brachycephalic breeds, fuelled by advocacy efforts from animal welfare organisations, vets, and concerned pet owners (as outlined above). Brands risk facing public backlash and reputational damage by featuring brachycephalic animals in their advertising campaigns, as consumers become increasingly conscious of animal welfare issues.
By aligning their advertising practices with ethical principles and promoting responsible pet ownership, brands can enhance their reputation and appeal to socially conscious consumers who prioritize animal welfare considerations.
In the realm of advertising, brands wield significant influence over consumer perceptions and behaviours. By choosing not to use brachycephalic animals in their advertising campaigns, brands demonstrate a commitment to ethical principles and responsible marketing practices. As consumers become more discerning and socially conscious, brands have an opportunity to lead by example and advocate for the well-being of all creatures, including those with brachycephalic traits.
What it means for us:
At The Animal Talent, believe it or not, we actually lose out on work by taking this stance. We still advise brands and production companies not to work with brachycephalic breeds and we honestly feel that it’s quite shocking that some companies have the intent to do so. Sometimes, by taking this stance, it means that the businesses go to our competitors. However, we get to sleep at night because we know we haven’t been party to this breeding trend. At The Animal Talent, we will always promote animal welfare above all else.
