Update (November 6, 2023): Following discussions with PETA, Wieden+Kennedy—one of the largest independent ad agencies in the world—has committed to not using pugs, French bulldogs, or any other dogs who struggle to breathe in advertisements going forward. By leaving these suffering breathing-impaired breeds (BIB) out of its advertising materials, the ad giant joins other major agencies, organizations, and companies that are taking accountability for the impact that marketing has on consumers. This conscientious decision will help reduce the demand for dogs with features that cause them to suffer—and will encourage more people not to breed these animals.
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Wieden+Kennedy’s global head of production thanked us for bringing the issue of flat-faced dogs in advertising to the agency’s attention, and we sent the company a box of paw-shaped vegan chocolates as a thank-you for its pawsome commitment to dogs.
Originally published August 1, 2022:
After hearing from PETA that bulldogs, pugs, and other breathing-impaired breeds (BIBs) suffer from an array of physical disabilities due to their purposely flattened, pushed-in snouts, multiple ad agencies or similar organizations—including Wunderman Thompson, Ogilvy, Leo Burnett Chicago, the Ad Council, RPA, and Sanders\Wingo—pledged not to feature images of BIBs in any newly produced advertising or marketing materials going forward.
By leaving these suffering breeds out of advertising, these agencies are helping to reduce the demand for dogs purposely bred to have life-threatening deformities. PETA is celebrating these industry leaders for taking a stand against promoting flat-faced dogs and urges other ad agencies, businesses, and institutions to follow their lead.
BIBs suffer from a multitude of health problems due to their deliberately distorted and restricted airways, which shorten their lives and cause them to pant, snort, wheeze, and struggle to breathe—all in order to achieve a particular look.
Why Not Using Images of BIBs in Advertisements Can Help Dogs
These agencies are helping to reduce the demand for dogs purposely bred to have life-threatening deformities. PETA is celebrating these industry leaders for taking a stand against promoting flat-faced dogs and urges other ad agencies, businesses, and institutions to follow their lead.
BIBs suffer from a multitude of health problems due to their deliberately distorted and restricted airways, which shorten their lives and cause them to pant, snort, wheeze, and struggle to breathe—all to achieve a particular look.
Breeding these dogs also exacerbates the homeless-animal crisis. There are around 70 million homeless companion animals in the U.S. at any given time. In Norway, restrictions have been imposed on breeding flat-faced dogs, and the Netherlands, which has also banned the breeding of certain BIBs, is considering prohibiting ownership of these animals and their use in advertising.
What You Can Do to Help BIBs: Urge the University of Georgia to Stop Bullying Dogs
The University of Georgia (UGA) continues to prop up the cruel dog-breeding industry by making bulldogs its symbol and subjecting them to the stress and danger of being used as its mascot, Uga.
It’s cruel to shuffle live animals from game to game as if they were sporting equipment. Being forced into a bright stadium full of screaming fans and frightening noise is stressful and terrifying for sensitive animals, including dogs, who are affectionate and loyal and would much rather be at home with loving guardians.
Most universities and professional sports teams now use costumed human mascots, who can engage with fans, pose for pictures, lead cheers, and pump up the crowd.
