Advertising Standards Authority criticised for flat-faced dog advert
British bulldogs can suffer serious health problems, including breathing difficulties.
The senior vice-president of the British Veterinary Association (BVA) has criticised the Advertising Standards Authority (ASA) after it used a flat-faced dog in its latest advertising campaign.
Dr Malcolm Morley called the advertisement, parodying Churchill Insurance’s bulldog imagery, ‘extraordinary’ for its use of the brachycephalic breed, which is known for its serious health problems.
The ASA advertisement depicts a bulldog riding a skateboard, in a reference to Churchill Insurance’s recent campaign. The British bulldog has long featured as the insurance company’s mascot, since an employee competition in 1994.
However, in a post on social media site X, Dr Morley has questioned the ASA’s decision to include the dog in its own advertisement. He suggested that using flat-faced dogs in advertising has contributed to increased demand for unhealthy, brachycephalic dogs.
In the thread, Dr Morley pushed for ‘respected influential organisations’ to consider animal welfare, and use images of appropriate and healthy animals in their advertising. He expressed his hope that the ASA would remove the advertisement.
The dispute comes as the BVA continues its ‘Breed to Breathe’ campaign, calling for the improvement of the welfare of brachycephalic dog breeds, such as British bulldogs, French bulldogs and pugs. These flat-faced breeds can suffer serious health and welfare issues, including breathing problems, eye disease and dental problems.
The BVA encourages supporters to ask companies to avoid using brachycephalic breeds in their advertising and marketing.
However the ASA has said that, while they share Dr Morley’s concerns about dog welfare and unhealthy breeding practices, they do not agree that its advertisement promotes the bulldog or brachycephalic breeds.
Matt Wilson, ASA media and public affairs manager, said: “Our ad is one in a series in which we have borrowed famous slogans from several well-known campaigns. In this instance, we’ve used the 'oh yes' strapline from Churchill Insurance and we’ve also featured the British bulldog synonymous with the brand.
“Our ad does not, in our view, encourage or condone cruel breeding practices or encourage/stimulate greater demand for the breed. It is designed to raise awareness of the ASA and to remind people that we regulate UK ads across media.
“The BVA has issued clear guidance in this area. We are supportive of it and signpost/link to it in our own advice. We do not consider that our ad runs contrary to it.”
Image © Shutterstock
Companies marketing medicines for small pets exempt from authorisation must submit their annual return to the Veterinary Medicines Directorate (VMD) by 30 November 2026.
