The Top 7 Harmful Dog Trends in Unregulated Social Media Groups
The perfect dog on social media: cute, small, specially coloured, and if possible fluffy like a plush toy
Social media platforms have become the perfect place to create trends and make strange or unusual things and unfortunately even sell live animals, including dogs, especially puppies, fuelling the illegal online puppy trade. The special and rare looks of different dog breeds on social media often provoke the interest of the communities and attract cruel sellers and potential buyers. But what does this mean for the dogs’ welfare?
A recent investigation of a sample of 68 Facebook groups where dogs were being offered for sale in breach of the Meta platform’s rules, exposed several key trends – including genetic and cosmetic alterations – that are harmful for the dogs, but much desired by the buyers. These groups have an audience of more than 423,000 members.
The group examinations identified the following trends as the top 7 harmful dog trends in dog-selling groups on Facebook in Europe:
1. Unnatural colours
Merle and harlequin colouring, e.g. blue, lilac, silver, silver-red, tan, velvet, cream-dapple1–4… These unusual and rather unnatural colours are used by sellers to advertise their puppies and attract the attention of customers. The so-called merle gene is a genetic mutation in dogs and the basis for most of the popular, strange colour varieties that are currently in trend. It creates a mottled or patchy coat colour, often with areas of diluted pigment and darker spots. Harlequin is a specific pattern, e.g. seen in Great Danes, Dachshunds etc., where the merle pattern is modified, causing the diluted areas to appear white with black patches.5
The merle gene in dogs can be problematic because it can cause a range of health issues, including deafness, blindness, various eye abnormalities, and other sensory and skeletal defects.7,8 The merle gene affects pigment production, and issues with pigment can lead to problems with the development of the nervous system, including the eyes and ears.8,9
Investigated cases of strange, unusual colour variations could be observed and found online in different dog breeds, present in 36 of the analysed Facebook groups. A total of 28 of them included merle-coloured dogs, which equals 77.7% of the groups with unnatural colours and 41.2% of the investigated group sample.
2. Tiny dogs
These are dogs that are especially bred to be (significantly) smaller than other breeds or even individuals of their own breed, and thus, they are easier to transport, handle and can be taken almost everywhere.10
However, these practices often prioritise dog size over the health of the dogs. Unnaturally small dogs are prone to a variety of health problems, including dental issues, joint problems and respiratory issues due to their small size and anatomy.11-13 They may also suffer from hypoglycemia, pancreatitis, and heart conditions.14-16
Such tiny dog-cases were observed in 10 of the 68 checked groups, which equals 14.7% of the sample.
3. Extra fluffy dogs
Another trend is to sell cute small dogs that were selectively bred to be extra fluffy, beyond the standard breeds.
However, this trend also has a dark side. Dogs with long, thick fur are prone to several health problems, including skin infections, parasite infestations (fleas, ticks, and mites), and the formation of painful mats.29 Additionally, the dense fur can trap moisture, leading to bacterial and yeast infections, particularly in areas like the ears. Note that possible health issues for (very) small dogs were already explained above (see Trend 2, 'Tiny dogs'). More about the Fluffy French Bulldog can be found in Trend 5 'New strange dog variations'.
Such 'extra fluffy' cases were observed in 12 of the 68 examined groups, which equals 17.6%.
4. Dogs with very short muzzles
The baby-face or so-called “Kindchenschema” assemblance in certain dog breeds describes dogs that have very short muzzles and an almost flat face (resembling a small child). These dogs and dog breeds, i.e. brachycephalic dogs, are very popular in Facebook groups, and there is a continuous demand from buyers across various countries and continents. These dogs may look cute to many people, but the exact same features that make them look 'child-like' also cause them a lot of suffering.17
Key concerns include breathing difficulties due to the so-called Brachycephalic Obstructive Airway Syndrome (BOAS), eye problems, dental issues, skin or ear problems, and birthing difficulties.19-24 Their breathing difficulties make it harder to regulate body temperature, increasing the risk of overheating and heatstroke, especially in summer.25,26
Such very short muzzle cases were observed in 8 of the Facebook groups of 68 Facebook groups, which equals 11.7%.
5. New strange dog variations
Some sellers are breeding and offering dogs with new, strange and unhealthy features that are eye-catching on the one hand but extremely cruel to the animals on the other hand.30,31 These new dog breeds are not recognised by the major kennel clubs, and still, sellers of such dogs often claim they are coming with a pedigree.32
Examples of dogs with these new and extreme features include several new French Bulldog variations: Fluffy French Bulldogs (with long fur), Big Rope French Bulldog (with rope-shaped skin-folds), and the Isabella French Bulldog (with an unusual colour variety of the fur). There are multiple problems related to these new varieties.
Many French Bulldogs already suffer from a lot of anatomical deficits and diseases based on their short noses/muzzles, including heavy breathing problems and a lack of heat tolerance, which will be even worse with longer fur. Additionally, the risk of skin diseases and infections due to the rope-shaped skin folds increases dramatically.
Isabella (also known as lilac or dilute liver) coloured dogs, like those with other dilute coat colours, are more prone to a genetic condition called Colour Dilution Alopecia (CDA). CDA can cause hair loss, dry, itchy, and flaky skin, and increased susceptibility to skin infections and sunburn.36
Cases of these dog colour, fur and skin variations could be observed in 8 of the 68 investigated groups, equalling 11.7% of the sample.
6. Dressing up trend
Another current popular trend, the online investigation showed, is to dress up the dogs or puppies that are offered for sale to make them look cuter. This does not include physical changes of the bodies of the dogs but still leads to suffering if dogs are dressed up with costumes that hamper their natural behaviours, irritate their skin, or lead to stress, i.e. by feeling uncomfortable or even strangled. They could also cause pain or skin irritations if they do not fit properly or are of uncomfortable, strangling or not dog-friendly material.
Such dog dressing up-cases were seen in 10 of the checked 68 Facebook groups, which equals 14.7%.
7. Dogs with mutilations
Some sellers of bigger dog breeds aimed to evoke a more threatening and frightening appearance (of the grown-up dogs). For this reason, they offer dogs, or even puppies, with already cropped ears and docked tails – practices that are very cruel and even illegal in many countries.42,43
Ear cropping and tail docking in various dog breeds, primarily performed for cosmetic reasons, raise significant ethical, welfare, and health concerns.30,44,45 These procedures can cause acute and long-term pain, distress, and potential lasting health problems.46 Furthermore, these cosmetic surgeries can hinder a dog's ability to move properly or communicate effectively and may lead to misinterpretations of their behaviour and potential fights/conflicts.47
Such dog mutilation cases were seen in 5 of the 68 examined groups, which equals 7%.
Many of the revealed trends are cruel, inflict stress or pain on dogs, and may pose serious health risks.48
This current investigation only checked a sample of publicly available groups, but even more such cases could be recorded in private Facebook groups in previous investigations. In other words, this is the tip of the iceberg. Even more cruel trends could be hidden, and the number of the above-mentioned cases could be even higher.
What You Can Do
- Given that selling dogs by private individuals is already banned on Facebook and Instagram, FOUR PAWS is calling on Meta to act by removing unauthorised and illegitimate dog-selling posts from the platforms.
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