Association wants greeting cards to only feature ‘appropriate healthy animals’
People love pets but they’re not always sensible, and the British Veterinary Association is determined to ensure animal safety is the priority – even with greeting card designs.
The BVA’s call for the responsible portrayal of pets, has included writing to the GCA to ask that its members’ attention is drawn to its media campaign highlighting this, is controversial as the organisation wants only what it considers “appropriate healthy animals” featured.”
As part of its response, the GCA has included a blog post on the association’s website to alert publishers to the BVA’s plea, and the vets’ organisation is happy to offer advice on what it calls a “social concern”, with more information on its website.
First launched in 2018, the campaign has now been extended to include all animals with “extreme conformation”, including flat-faced Persian cats, and dachshunds, whose long, low bodies predispose them to spinal problems.
“Animals bred for looks over regard for their health have boomed in popularity over recent years fuelled by the media and celebrities,” said BVA president Justine Shotton. “For example, dogs and cats with short muzzles can struggle to breathe and can also suffer from a range of other problems.
“For this reason, we are asking Greeting Card Association members to support our #BreedtoBreath campaign and not use flat-faced dogs and cats or animals with other extreme features on cards.”
“It’s a difficult one,” mused GCA council member and Ohh Deer co-owner Mark Callaby, “and I understand their point. However, I think the real issue should be addressed with the breeders.
“Many of these animals are healthy and bred very well and people love to see them, hence why they’re such popular pets. Someone like our artist Gemma Correll has strong commercial success depicting her beloved pets but, ultimately, they’re asking her to drop this.
“We show a range of animals across our ranges and aren’t just focused on sausage dogs – but don’t like my pet Finley hear me say that!”
At Battersea Dogs & Cats Home, the charity gets many different types of dog and cat through its doors, but licensing manager Warren Traegar said: “We don’t promote certain breeds such as brachycephalic (flat-nosed) dogs because popularisation of these breeds has resulted in poor and unregulated breeding, leading to issues which result in these animals being handed into our centres as owners aren’t able to afford the vet bills or care for a pet with severe health issues. It’s so important that our licensed products really focus on why we love dogs and cats, not their breed.”
Publisher Wendy Jones-Blackett’s thoughts are that, as with everything, a sensible approach to dog ownership is key and, as long as dog owners are responsible and read up on the breeds they have, they can avoid future health problems.
She added: “I love sausage dogs and pugs but, obviously, they don’t need quite the same amount of exercise as golden retrievers and German shepherds!” referencing her own two dogs, Flora and Whiskey.
Cardology co-owner David Falkner, who is also a GCA council member, said: “We know people love their pets, regardless of breed. While responsive to customer demand, we equally question the point of being in business if you can’t do some good at the same time, and it’s a question we consistently ask of ourselves when designing new ranges. Of course, we’re very lucky to have a blueprint for successful popular designs aligned to these standards in our award-winning Battersea collaboration.”
The Ling Design/GBCC group doesn’t feature any dogs in new releases that are identified by the BVA as irresponsible, as David Byk, ceo of Swan Mill group which includes Ling Design and GBCC, explained: “It’s something we take incredibly seriously, we don’t want to be promoting unhealthy practices.
“We have removed all flat-faced dogs from all our ranges, the next stage would be to look at other concerning features. We want to play an active role in supporting the BVA’s over the next few years and phase all listed breeds out.”
Adding her point Dandelion Stationery’s founder and creative maestro Jo Wilson said: “I understand that some breeds of dogs are criticised by some organisations – putting that aside, there are so many people out there who have a passion and deep affection for these animals that are their pets, it would be wrong to just exclude these breeds from any pet collection.”
And, highlighting the dilemma publishers face, Poet And Painter designer Bryn Dineen added: “We actually did a card, specifically highlighting the problems with the flat-faced dog problems, which was highlighted in PG’s Innovations but the BVA said it was still ‘glamourising’ a problematic breed type. So, we rather felt we couldn’t win there!”
Top: British Veterinary Association fears card designs encourage people to favour extreme features
