ohmidog!

“Bred for looks, born to suffer.”

That’s the slogan of a new RSPCA campaign aimed at shifting the emphasis when it comes to breeding purebred dogs — from looks to health.

The campaign launched yesterday, with this ad — featuring a pug as the poster child — in the Daily Mail.

It’s directed mostly at breeders, who the RSCPA asserts often seek to meet dog show breed standards that place appearance above canine health.

But it’s also meant to change the thinking of consumers, who help create the demand and often aren’t aware of the genetic health problems many purebreds face.

“Everyone needs to be aware of the serious health and welfare problems affecting pedigree dogs and that dogs bred for looks are born to suffer,” RSPCA senior scientist Claire Calder said.

“A cute-looking puppy or dog can be hard to resist, but the result of not looking beyond this can be thousands of pounds spent on vets’ bills and a pet with long-lasting health and welfare problems. This is one of the biggest challenges facing dog welfare in the UK today.”

As we’ve written before — here and elsewhere — it’s one of the biggest challenges in the U.S., too, even though it rarely seems to rise to the forefront.

One major exception came last month, with an in-depth article in the New York Times magazine about the plight of the purebred bulldog.

But, by and large, the UK is leading the debate, which, while long-lurking in the shadows, was retriggered by Jemima Harrison’s documentary for the BBC, “Pedigree Dogs Exposed.”

Between its impact, and the efforts of the RSPCA, there have been some changes, mostly in kennel club’s breed standards that seemed to place appearance above health.

The RSPCA website elaborates on some of the problems those standards have led to:

“According to scientific studies some of the UK’s favourite breeds of dogs have been bred to such extremes that they can no longer breathe or walk normally. For example, dogs with short, flat faces often have narrow nostrils and abnormally developed windpipes. They can often suffer severe breathing difficulties and may have difficulty enjoying a walk or playing.

Dogs with folded or wrinkled skin are prone to itchy and painful skin complaints, and dogs with bulging or sunken eyes are prone to injury, pain or discomfort. These are only a few examples and a recent study showed that all of the 50 most popular breeds have some aspect of their body which can cause suffering

Recent research by the RSPCA shows the public is prone to thinking buying a purebred dog ensures that dog will be healthy. But dogs “bred for their looks,” the RSPCA says, ”are vulnerable to unnecessary disease, disability, pain or behavioural problems.”

Among those quoted in an RSPCA press release is Victoria Stilwell, dog trainer from the TV show “It’s Me Or The Dog.”

“I have nothing against dog showing and nothing against responsible breeders, she said. “But what I do have something against is breeding animals just for the way we want them to look, even though that animal is compromised both physically and, a lot of the time, mentally. So we have to change. Why are we destroying these animals just because we like the way they look?”

Unlike in the U.S., where interest seems to rise and fizzle, the issue isn’t likely to go away anytime soon in the UK.

Harrison is now working on a sequel to “Pedigree Dogs Exposed,” which promises to be just as hard hitting, or maybe harder hitting, than the first. You can keep up with those developments on her Pedigree Dogs Exposed blog.