Save Our Breath - Media Reporting Form

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Thank you for taking the time to complete our media reporting form for the Save Their Breath campaign.
Please be advised that by completing this form you are NOT reporting an incident that the RSPCA can respond to. If you wish to report cruelty, neglect or abuse you must call 03001234999 to make your report.

Please use this form to take action to let us know if you see any brachycephalic (flat-faced) animals in media, TV or other forms of advertising. Please be mindful of how these animals are represented, by referring to the UK Brachycephalic Working Group's definition in the box below.

Brachycephalic animals include:
Pugs
French bulldogs
English bulldogs
Boston terriers
Persian cats
Netherland dwarf rabbits

Brachycephalic animals in advertising

The UK Brachycephalic Working Group (BWG) is concerned that the unnecessary and
inappropriate use of brachycephalic dogs in the media is perpetuating the appeal and
encouraging impulsive ownership of these breeds that is harming their welfare. We ask
responsible advertisers, brands, companies and influencers to work with us and play a key
role in improving dog welfare by not using dogs with brachycephaly as promotional aids in
the media.

However, BWG recognises that the use of brachycephalic imagery may be appropriate in
some circumstances when communicating directly with owners or potential owners of
brachycephalic breeds in relation to breed-specific products or issues that directly relate to
the health and welfare of these dogs. It is, of course, critical that the images used show the
healthiest and least exaggerated examples of that breed where the use of brachycephalic
dogs can be justified as appropriate

Privacy notice

The information you share within this form will be stored securely on a password protected web application. The data you provide will be used to understand the use of brachycephalic animals across the listed forms of media and products. This will be used to identify trends and representation. We will also monitor this data to understand as best we are able the attitudes of the public towards the use of brachycephalic animals in products, media, film and advertising. Numerical statistics may be shared with local authorities, media companies, advertisers or other animal welfare organisations.

Any opinions provided in the media reporting survey are anonymous and may be used for RSPCA campaign communications, marketing materials and press use.

All information shared with the Society will be kept throughout the lifecycle of the Save Our Breath campaign and then remain on files 7 years thereafter should you wish to access those records. Please DO NOT complete this survey if you are under 16 years of age and ask a parent or guardian to submit your report on your behalf.

Please visit this page for more information: https://www.rspca.org.uk/utilities/privacy

Are you reporting the appearance of a flat-faced animal in any of the following: *

Advertisement e.g. television, billboards, newspaper or magazine advert

Film

Online advertising

On a physical product e.g. pet food, cards, clothing, stationery

Other:

Please tell us the date of the animal's appearance *

YYYY

Please tell us the time of the animal's appearance

Time

Please specify the channel this was featured on: *

Online (social media, search engines)

Broadcast television (e.g. BBC, ITV, Channel 4, Sky)

Printed media (e.g. newspaper or magazine)

Physical product e.g. pet food, cards, clothing, stationery

Billboards/bus shelters and stations

Streaming service

Other:

Please describe the nature of the appearance e.g. what was the animal doing in an advert, or what brand/business was it promoting? *

Can you please tick the box that best describes the breed identified: *

Pug

French bulldog

English bulldog

Boston terrier

Persian cat

Other:

Required

Do you think that these animals should be used in advertising? *

Yes

Can you explain your reason for the above answer?

Thank you for taking the time to complete our Save Our Breath campaign survey, your help is invaluable to us. Please click the 'Submit' button to send your responses.

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