Cookie use on MRCVSonline
We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive all cookies.
If you would like to forward this story on to a friend, simply fill in the form below and click send.

Your friend's email:
Your email:
Your name:
Send Cancel

BVA launches new pet advertising guidelines
More than 40 per cent of vets recalled seeing adverts in the past month featuring images of animals unable to exhibit normal behaviour.
Guidelines to promote positive welfare across companion animal species 

New guidelines to help advertisers identify common mistakes in portraying pets have been published by the British Veterinary Association (BVA).

The guidelines, ‘Pets in advertising: A social concern’, aim to help advertisers and veterinary practices promote positive welfare across an array of companion animal species.  

Supported by various veterinary and animal welfare organisations, the guidelines highlight good practice across each of the five animal welfare needs. They also call on vets overseeing shoots to consider how animals are being portrayed and to raise any concerns with the advertisers.

The guidelines come after BVA’s Voice of the Veterinary Profession found that 44 per cent of vets recalled seeing adverts in the past month featuring images of animals unable to exhibit normal behaviour. A further 31 per cent of vets said they saw animals being depicted in an unsafe scenario and 24 per cent saw adverts showing animals in an unsuitable environment.

To encourage advertisers to support BVA’s guidelines, the Veterinary Marketing Association has announced it will be introducing them for consideration across its judging criteria for its Annual Awards.

“We want to encourage our colleagues working in veterinary marketing to support BVA’s initiative to promote responsible pet ownership and social concern,” said VMA chair Jane Manning. “Our industry is derived from animal ownership, and so it’s our duty of care to ensure that welfare is a priority in the marketing of veterinary products and services.”

In addition to its guidelines, the BVA is also calling on veterinary practices to contact brands using animals inappropriately. A template letter for veterinary surgeons and nurses to reach out to organisations can be downloaded from BVA’s website.

“Just like television or print adverts created by big brands, any inappropriate use of imagery in our client-facing communications also has the potential to normalise hereditary defects, poor welfare, and inappropriate diet and housing, as well as drive demand for certain breeds with physical and behavioural problems that are not always recognised by the public,” said BVA president Simon Doherty.

“As an animal welfare focused profession, it is paramount that vets and vet nurses take the lead in ensuring clients are presented with visuals that support responsible pet ownership and positive animal health and welfare outcomes."

He continued: “It makes business sense too, as it gives veterinary practices an opportunity to enhance brand image, reputation and client loyalty. At BVA, we’ve been reviewing our own marketing and communication materials to remove any inappropriate depictions of animals, and we’d encourage practices to take the opportunity to do likewise.”


Become a member or log in to add this story to your CPD history

Public urged to provide homes for swifts

News Story 1
 The RSPB is calling on the public to help provide new homes for swifts, as figures show the birds' numbers have fallen to less than half what they were 20 years ago.

Swifts arrive in the UK late April-May and can spend up to three months in the country. The RSPB attributes the birds’ decline to modern buildings, which lack the nooks and crannies they need to build nests.

While some house builders have agreed to integrate swift homes into new buildings, the RSPB believes more can be done to help this incredible bird. 'Just, 1,000 additional new nest boxes could make a difference’, the charity said.  

Click here for more...
News Shorts
Detection time for omeprazole reduced to 48 hours in racehorses

The British Horseracing Authority (BHA) has announced that the detection time for omeprazole has been reduced from 72 hours to 48 hours. This is effective from 1 February 2019.

Omeprazole can be prescribed for the management of gastric ulcers in racehorses; however, studies have recently become available that show no direct effect of omeprazole on performance.

Tim Morris, the Authority’s Director of Equine Science and Welfare, commented: “Medication control in horse racing is essential to allow treatment for good welfare but also to ensure fair racing by medication withdrawal before racing. Trainers have asked for more information, especially on anti-ulcer medications, and we have used existing information to make a harmonised detection time for omeprazole available as soon as we could.”