Brachycephalic breeds including pugs, bulldogs, and French bulldogs suffer from chronic respiratory compromise caused by conformation breeding; this is one of the most prevalent preventable welfare problems in companion animals.
The popularity of flat-faced breeds has created a welfare crisis driven by the normalisation of impaired breathing. Many owners do not recognise their dogs' laboured breathing as abnormal because the conformation is so prevalent. Dogs who cannot exercise, sleep, or cool themselves effectively experience chronic welfare compromise that is invisible to people who see these features as cute. Breed standard reform and public education are essential to reverse the trend.