After hearing from PETA that bulldogs, pugs, and other breathing-impaired breeds (BIBs) suffer from an array of physical disabilities due to their purposely flattened, pushed-in snouts, multiple ad agencies or similar organizations—including Wunderman Thompson, Ogilvy, Leo Burnett Chicago, the Ad Council, RPA, and Sanders\Wingo—pledged not to feature images of BIBs in any newly produced advertising or marketing materials going forward.

By leaving these suffering breeds out of advertising, these agencies are helping to reduce the demand for dogs purposely bred to have life-threatening deformities. PETA is celebrating these industry leaders for taking a stand against promoting flat-faced dogs and urges other ad agencies, businesses, and institutions to follow their lead.

BIBs suffer from a multitude of health problems due to their deliberately distorted and restricted airways, which shorten their lives and cause them to pant, snort, wheeze, and struggle to breathe—all in order to achieve a particular look.

Breeding them also exacerbates the homeless-animal crisis. There are around 70 million homeless companion animals in the U.S. at any given time. A number of countries—including Austria, Germany, the Netherlands, and Norway—have banned or restricted the breeding of some or all BIBs.

What You Can Do to Help BIBs: Urge the University of Georgia to Stop Bullying Dogs

The University of Georgia (UGA) continues to prop up the cruel dog-breeding industry by making bulldogs its symbol and subjecting them to the stress and danger of being used as its mascot, Uga.

It’s cruel to shuffle live animals from game to game as if they were sporting equipment. Being forced into a bright stadium full of screaming fans and frightening noise is stressful and terrifying for sensitive animals, including dogs, who are affectionate and loyal and would much rather be at home with loving guardians.

Most universities and professional sports teams now use costumed human mascots, who can engage with fans, pose for pictures, lead cheers, and pump up the crowd.

Please contact UGA officials and urge them to replace the school’s live bulldog mascot with a willing human one.