The BVA is calling on advertisers and veterinary practices to give full thought to the way in which animals are depicted in their marketing and communications to encourage responsible pet ownership, and positive animal health and welfare outcomes.
The move comes after a major high street retailer was criticised for selling clothing featuring an image of what some people deemed to be a Dobermann with cropped ears.
Guidelines
BVA has today (4 December) launched an authoritative set of pet advertising guidelines with support from members of the Veterinary Animal Welfare Coalition.
The document, “Pets in advertising: a social concern”, identifies good practice guidance as well as common mistakes in portraying pets, whether real or cartoon and computer-generated, across each of the five animal welfare needs set out in the UK animal welfare acts.
Animal welfare
The guidelines also encourage vets on set to give thought to the way in which animals are depicted, in addition to the health and welfare of the specific animal in their care, and to raise any concerns with the advertisers.
BVA president Simon Doherty said: “As an animal welfare-focused profession, it is paramount vets and vet nurses take the lead in ensuring clients are presented with visuals that support responsible pet ownership, and positive animal health and welfare outcomes.”
Template letter
The BVA is sending out a copy of the guidance to all the big brands it has already engaged with, and has developed a template letter to aid the profession in reaching out to organisations.
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