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Brachycephalic advertising row at Crufts

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The advertising used by Royal Canin at Crufts

By Georgina Mills

Pet food manufacturer Royal Canin has come under fire from vets after it used a picture of an English bulldog in its advertising at Crufts last week.

On a large computer screen in the exhibition area, the advertisement featured a picture of the brachycephalic breed along with the company logo. On another screen, using the same picture, there was advertising for its Breed Health Nutrition range, along with words stating the company was ‘obsessed over purebred dogs’.

Royal Canin produces 42 separate feeds for 23 breeds, including English bulldogs, French bulldogs and pugs.

Vets took to Twitter to express their disappointment with the brand using a brachycephalic breed to advertise.

One such vet was Veronika Smart, who told Vet Record: ‘At a time when brachycephalic popularity is at an all-time high and increasingly extreme phenotypic traits are being normalised by indiscriminate …

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