A study from the Royal Veterinary College has revealed how dog owners are deluding themselves about the health and welfare problems associated with brachycephalic (flat-faced) dog breeds such as French Bulldogs, Pugs, and English Bulldogs, and how this is hindering efforts to improve welfare¹. 

The research, conducted with the Blue Cross, analysed data from over 2,000 UK dog owners and identified perceptual barriers to welfare reforms.

The study revealed that many owners normalise health issues associated with brachycephalic conformations, including breathing difficulties, eye conditions, and skin infections.

One in seven owners of extreme brachycephalic dogs said that 'nothing' could dissuade them from owning these breeds, particularly those with a strong preference for flat faces and those that did not believe brachycephaly reduced a dog’s lifespan.

Owners of extreme brachycephalic dogs, such as French Bulldogs, found the perceived trait of 'laziness' to be highly desirable, despite the fact that an inability to exercise is often a symptom of brachycephalic obstructive airway syndrome (BOAS).

The researchers propose a series of interventions to overcome these barriers and make campaigning more effective, including: 

• Development of pre-purchase information designed to stop the normalisation of health issues related to brachycephalic breeds. 
• Positive messaging to promote other breeds that meet identified preferences and needs of brachycephalic owners without the associated welfare burdens.
• Greater sharing of real life stories from owners whose dogs have experienced health problems related to extreme conformations.
• More nuanced approaches to tackling the normalisation of health problems among extreme brachycephalic owners, including ‘myth busting’ normalised traits and emphasising the untimely deaths of many brachycephalic dogs, rather than a focusing purely on poor health, which may result in cognitive dissonance and perseverance of false beliefs.
• Further study of related social media content and behaviours to create strategies to counter misinformation and polarisation within online communities.

Dr. Rowena Packer, lead researcher, said: "Future strategies to tackle the brachycephalic crisis must do more than presenting purely health-based data in generic public locations, and instead, positively offering possible alternate breeds, myth-busting false beliefs and leveraging human stories of brachycephalic owners to have greater impact.

"Additionally, specifically targeting these messages on social media and puppy-selling platforms may increase their efficacy.”

Reference

1. Packer, R.M.A.; Wade, A.; Neufuss, J. Nothing Could Put Me Off: Assessing the Prevalence and Risk Factors for Perceptual Barriers to Improving the Welfare of Brachycephalic Dogs. Pets 2024, 1, 458–484. https://doi.org/10.3390/pets1030032 

PS: Whilst you're here, take a moment to see our latest job opportunities for vets.