Dog shows will mark down French bulldogs bred with extremely flat faces that risk their health in new measures being introduced by The Kennel Club.
The dog welfare organisation has introduced stringent rules on breeding standards and updated its guidance in an effort to tackle the growing problem of 'Frenchies' being bred with 'deformed' features to make them look 'cute'.
Under the new rules, which were introduced yesterday, the brachycephalic breed will need to display a well-defined muzzle that should also 'be clearly viewed in profile'.
The guidance also states that the canine's nostrils should be 'visibly' open, The Telegraph reports.
It comes after researchers found demand for 'flat-faced' puppies such as French Bulldogs and Pugs, which have been favoured by celebrities in recent years, had soared during the coronavirus pandemic, with searches for them increasing by 225 per cent during April and May 2020.
French bulldogs bred with extremely flat faces that risk their health will be marked down in dog shows after new guidance by The Kennel Club
Bill Lambert, health and welfare expert at The Kennel Club, said: 'Certain health problems in French Bulldogs have been impacted by their huge increase in popularity, and we continue to be extremely concerned that exaggerations which are perceived to create a ''cute'' look or sound, have gradually become seen as normal and even desirable.
'All breed standards are regularly reviewed, informed by ongoing breed-specific health data, and are explicit that any physical exaggerations should be avoided.
'These changes to the French Bulldog breed standard aim to ensure it cannot be misinterpreted and that dogs are bred with their health and welfare as the absolute priority.
'Whilst breed standards are not really a reference point for the vast majority, we hope these amends send a strong message about the importance of ensuring that the puppy that you buy does
