City, 25 August 2025 – Fluffy coat, big ears, unusual fur colour – social media is flooded with dubious sellers putting 'cute' or 'special-looking' puppies for sale. But those 'eye-catching' looks come at a great price for the animals: lifelong health problems. Short muzzles cause breathing difficulties, excessive long fur leads to skin infections and painful mats, while unusual blueish fur colours are caused by a recessive genetic mutation which can promote deafness and blindness. Over 100,000 people have signed global animal welfare organisation FOUR PAWS’ petition urging the company Meta to stop the selling of dogs on its social media platforms.

Unregulated social media groups have turned into a hotspot for illicit traders and breeders selling questionable dog trends under the disguise of 'cute' puppy ads. Though the sale of animals by private individuals goes against Meta’s community guidelines, the great quantity of posts and specialised groups, shows that strict enforcement is lacking. FOUR PAWS has identified five major dog trends that are harmful to the animals but popular on social media:

1. Blue merle, lilac, silver: Unnatural fur colours caused by gene mutations  

The unusual merle pattern of black, grey, white, red or blue fur patches seen across a broad spectrum of dog breeds is caused by the merle gene – a genetic mutation affecting pigment production. While it is not inherently considered defect breeding to breed dogs with the gene mutation, it becomes unethical and dangerous if done irresponsibly. It can affect a dogs’ health and puts them at risk of being or becoming deaf, blind and developing neurological issues such as seizures. Other unnatural fur colours caused by gene mutations include lilac, silver or velvet with similar health repercussions.

2. New dog breed variations: Adding up to exisiting health deficits 

Closely connected to an obsession with 'uniqueness' comes the desire to create new variations of existing dog breeds. Despite sellers claiming that the dogs come with a pedigree, most of these new breeds are not officially recognised by the major kennel clubs.

French Bulldogs are one of the breeds that fall victim to the craze of new variations. As such, many of them already suffer from deficits caused by their very short nose and muzzle – such as breathing problems or lacking temperature regulation in the heat. The new Fluffy French Bulldog variation with its long fur only adds up to their breathing- and heat-related problems. Isabella French Bulldogs have a lilac to grey-lilac diluted coat colour and are prone to genetic conditions causing hair loss, dry, itchy and flaky skin, sunburn and even skin infections. 

Dogs bred with long thick fur store heat and moisture for longer, putting them at risk of skin, bacterial and yeast infections, parasites and painful mats. 

3. Cropped ears and docked tails: Mutilations affecting a dog’s social behaviour 

To evoke a 'frightening' appearance for bigger breeds, some dogs and even puppies have their ears cropped and tails docked before going for sale online. Not only are both practices extremely cruel to the animal but also illegal in many countries like Austria or the Netherlands. Dogs are left with long-term pain, distress and even hinders them to move and communicate naturally with other dogs and humans.

4. 'Tiny dogs': Human convenience vs. animal health 

'Tiny dogs' are bred to be significantly smaller than their own breed to make them easy to carry around for the convenience of their owner. The small body struggles to manage all vital processes needed for a healthy life, leaving many dogs with joint, breathing and organ issues.

5. Very short muzzles: Leaving dogs breathless and overheated 

Seen in pugs and other dog breeds known for their loud breathing, extremely short muzzles and small, flat noses affect their ability to breathe properly, making everyday activities a challenge for them. As dogs also use these bodyparts to regulate their body temperature, this puts them at risk of overheating and having a heatstroke on hot days.

“To protect puppies and curb online animal cruelty, Meta must suspend dog ads by private individuals on Facebook and Instagram until the trade is properly regulated on its sites. We urge Meta to close policy loopholes currently exploited by illicit breeders and sellers and improve their moderation to swiftly remove non-compliant adverts,” concludes Weston.