Pudding the Pug
Brits say Pets’ Appearance Important But ‘cute’ Features Come At A cost, Battersea Warns
1 week ago 
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New research from Battersea has found that when it comes to choosing a pet, two thirds (66%) of Brits say a pet’s appearance is important, with social media heavily influencing what features are seen as ‘cute’ or desirable. While a majority (61%) said they would consider a pet’s health as an important deciding factor when choosing a pet, only a third (39%) would actively avoid a breed known to have health issues.
The research comes as Battersea launches a new campaign seeking to tackle the concerning rise in people buying pets with ‘extreme characteristics’ which the charity says is currently one of the most urgent welfare issues facing dogs and cats in the UK. While exaggerated features, such as flat faces, bulging eyes, folded ears and short legs found in popular breeds such as English and French Bulldogs, Scottish Fold cats and Miniature Dachshunds, are often perceived as ‘cute’ or desirable, they can come with a range of often hidden health and welfare issues as well as a potential financial burden for owners, the charity warns.
Battersea’s research highlights the role social media plays in fueling this demand, influencing both what people consider ‘normal’ for dogs and cats, and how pets ‘should’ look. Almost half (48%)* of under‑45s say that social media influences what they think pet ownership should be like, and a similar proportion (42%)* believe it dictates how a dog or cat should look.
While respondents were able to recognise some of the breed-related health conditions that can result from animals with extreme features including breathing problems (59%), spinal issues (44%), and hip or elbow issues (44%), many fail to fully understand how the very look they find appealing can be linked to pain, discomfort and a reduction in the quality of life for their pet.
What’s more, owners of dogs and cats with extreme characteristics often end up paying more on costly vet bills and can go through the heartbreak of seeing their animal suffer for their looks. But, if costs became too high, 16% of people said they would even consider making the difficult decision to relinquish or rehome a pet elsewhere.
Shaun Opperman, Veterinary Director at Battersea, said: “Demand for animals with exaggerated features has created a significant and preventable welfare issue, and here at Battersea we are seeing the consequences of this on a daily basis. When an animal’s features are altered to the point that breathing, eating or moving becomes difficult, that is a clear sign that something has gone wrong.
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.”
Pudding, a 10-year-old Pug, is one of the many animals forced to live with the consequences of these distorted expectations. Pugs, like Pudding, are a brachycephalic breed, that have been bred to have extremely squashed faces, with very short noses and wide, rounded heads. These features can make breathing significantly more challenging, and Pudding had to undergo Brachycephalic Obstructive Airway Syndrome (BOAS) surgery while at Battersea to open his airways and allow him to simply breathe more easily.
Binks, a 4-year-old British Shorthair, is another example of the dangers of breeding for certain extreme characteristics. Binks came to Battersea, after his owner could no longer afford the extensive veterinary treatment he needed, and it was discovered that his extremely flat face had left him with a deformed jaw, an underbite and protruding lower teeth. As a result, he developed severe dental disease and required major surgery to remove fifteen teeth. Cats with flat faces can not only suffer with dental issues like Binks but also bulging eyes, breathing compromise and facial skin fold infections. After three and a half months of care, he has now been rehomed with a loving owner who understands his ongoing needs - but his story reflects a wider problem.
Battersea’s new ‘Cost of Cute’ campaign is urging people to think twice before liking or sharing content that features dogs and cats with these extreme characteristics and celebrate happy and healthy animals online instead. There are also several steps prospective owners can take to ensure they make informed decisions when choosing a pet, whether that's talking to an expert like a vet, visiting a rescue centre such as Battersea, or using trusted resources including the Innate Health Assessment.
To understand the hidden cost of cute and how we can change it, visit battersea.org.uk/costofcute.
Methodology:
The poll was commissioned via OnePoll by Battersea, among a sample of 2,000 UK Nat Rep Respondents (18+). The data was collected between 10.04.26-14.04.26.
* The research was conducted by Humankind, among a sample of 2,000 UK Nat Rep Respondents (18+). The data was collected between 28.10.24-01.11.24
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