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A spokesman for the organisation said: “Sadly, media and celebrity culture drives demand for a particularly exaggerated look in flat-faced dogs, which can lead to serious health issues such as difficulties breathing.”
“Responsible breeders that prioritise health and use tools such as our breathing assessment – the Respiratory Function Grading scheme, developed with the University of Cambridge – alongside responsible buyers who carry out thorough research, and avoid dogs with overly exaggerated features, can all help support the future of these breeds and increase the chances of having a healthy and happy puppy.”
Royal Mail released the set of limited-edition stamps in June, featuring a pug as well as the nine other most popular breeds in Britain.
The collection celebrates the postal company’s dog week, held at the start of July, which raises awareness of the dangers the pets can pose to postal workers.
‘Woke overreach’
The stamps also feature a labrador retriever, a border collie, a cocker spaniel and a Pembroke Welsh corgi.
It is not the first appeal by Peta for companies to remove imagery of flat-faced dogs from their products and branding.
In May, the charity wrote a letter to the owners of the Pug Pubs chain, a string of bars in Warwickshire whose namesakes are the flat-faced dogs, urging them to change their name.
Meanwhile, the landlord of The Old Bulldog pub in Stoke-On-Trent called Peta’s request for him to rebrand a “woke overreach”.
Mike Newton, who was asked to rename his pub to The Old Mutt, told the Telegraph last year: “The real undertone here is cultural cancellation. I hate to use the phrase ‘wokeism gone mad’, but it smacks of woke overreach.”
A Royal Mail spokesman said: “Royal Mail’s dogs special stamps set features images of some of the most popular dog breeds amongst British owners, and does not seek to promote individual breeds.”
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