Britain’s pet owners are being warned that social media trends are driving demand for dogs and cats bred with extreme physical features. Battersea Dogs & Cats Home says the “Instagrammable” pet trend is leaving animals struggling to breathe, move and live normal lives.
The charity says platforms including Instagram and TikTok are shaping what people see as the “perfect” pet.
Gen Z and Millennials are more likely to favour exaggerated features such as flat faces, folded ears and excessive skin folds, according to Battersea’s research.
These animals may look appealing online. But many suffer serious health problems throughout their lives.
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Owners are often left facing emotional heartbreak alongside huge veterinary bills.
One owner has already spent more than £40,000 trying to keep her French Bulldog alive.
Jennifer bought her dog Lily because she loved the breed’s appearance. She says she had no idea of the health problems that could follow.
Lily had her first operation at just 16 months old.
She has since needed multiple surgeries and continues to suffer breathing problems, spinal issues, eye ulcers and chronic reflux.
Jennifer said she loved the look of French Bulldogs but admitted she “didn’t realise how bad things were.”
She added that no amount of insurance or money could take away her dog’s suffering.
Battersea says stories like Jennifer’s are becoming increasingly common.
Some owners are eventually forced to give up much-loved pets when they can no longer cope with specialist care or mounting vet bills.
Laura Alwen, Battersea’s Rehoming and Welfare Manager, said no animal should have to suffer for humans to find them cute.
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She said it was heartbreaking to see so many dogs and cats paying a high price to look a certain way.
Alwen said the charity regularly sees animals brought in when owners cannot cope with vet bills or care needs linked to how their pets were bred to look.
She said the goal was to help pets live happy, healthy lives with owners who love them.
New research commissioned by Battersea found Gen Z and Millennials are more likely to choose pets with exaggerated physical features.
The charity says social media and popular culture are playing a major role in driving the trend.
To help reverse it, Battersea has enlisted celebrity supporters including former Love Island stars Tasha Ghouri, Yasmin Pettet and Faye Winter, presenter Vicky Pattison, TikTok star Max Balegde and broadcaster Pandora Christie.
The group has launched a limited-edition fashion collection promoting healthy pets over fashionable looks.
The collection features slogans including “Cute but struggling”, “Pets aren’t a fashion accessory” and “Healthmaxxing Over Looksmaxxing.”
The aim is to encourage people to put animal welfare ahead of appearance.
Tasha Ghouri said the campaign combined her love of animals and fashion, calling it “a no brainer” to get involved.
She said her slogan reflected the idea that pets’ health should always come before aesthetics.
Vicky Pattison said she was proud to take part in a campaign using fashion to spark conversation about the issue.
She urged people to leave pets out of fashion choices and focus on their comfort and wellbeing instead.
Caroline Jenkins, Battersea’s Head of Campaigns, said the fashion collection was designed to spark a bigger conversation.
She said the aim was to use a positive trend to disrupt a harmful one, and to challenge how people think about what lies beneath a pet’s “cute” surface.
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