Crufts controversy & canine welfare: Why the big debate isn’t going away

Every year, Crufts draws thousands of dog lovers, breeders, and owners to the NEC and to their TV screens. I’m one of them and I must admit it’s one of the highlights of my year. Crufts is an event steeped in tradition and prestige, and it showcases amazing dogs and people doing amazing things. Yet alongside all the glamour, skill and fun, there’s controversy that follows it every year – and this year, the debate seemed louder than ever.

The incendiary spark was the 2026 Best in Show winner - a Clumber Spaniel named Bruin, owned by Lee Cox. After the victory, reports emerged that Cox had a previous conviction for animal cruelty dating back to 2001. That was bad. Then animal charities, including the RSPCA and Peta, quickly condemned the winner decision for another reason. They argued that allowing dogs from extreme breeds to win awards not only glamorises suffering but also encourages breeding practices that put welfare at risk.

The question looms large: are shows like Crufts celebrating dogs or the extreme features that have come to define some of the breeds that show there?

The story behind the headlines

When Bruin stepped up to take top honours, the question mark was raised around extreme features - flat faces, wrinkly skin, short or missing tails, and protruding eyes – all the things that potentially leave dogs at higher risk of serious health problems. Among the worst-case scenarios are breathing difficulties, problems with blinking, sleeping, or exercising, as well as painful spinal, eye, skin, or dental conditions.

Welfare activists argue that selective breeding over generations has exaggerated certain physical traits to the point where certain breeds now look very different from their historical ancestors - and that these exaggerations often compromise the dogs’ health. It’s certainly true that many breeds today do look quite dramatically different from their ancestors. It’s also pretty difficult to deny that if you compare Bruin to an image of a Clumber Spaniel circa 1900, his extreme features are pretty apparent.

The modern-day Clumber may suffer from ‘entropion or ectropion’ – which appeared to be the case with Bruin - conditions where the eyelids either turn inward or droop. This condition can cause pain, irritation, or even permanent damage if untreated. Longer backs and shorter legs are also increasing the risk of spinal problems, according to some members of the welfare lobby.

Not a one-off

This year’s questions over the breed standards Crufts celebrates are nothing new. Past examples include a 2024 French Bulldog with ‘no discernible nostrils,’ raising fears it could not breathe properly, and a 2016 German Shepherd with a sloping back that won Best in Breed – to name a few. And in 2008, the BBC refused to broadcast the show at all, following outcry about breeds suffering due to exaggerated physical traits. It was suggested that certain breeds be banned, such as the Cavalier King Charles Spaniel, for an increased occurrence of neurological conditions linked to skull size. The Kennel Club declined.

For welfare advocates the issue goes much further than the show ring. They fear, and not unreasonably so, that such wins signal a much more worrying issue: that extreme traits are being increasingly normalised and celebrated on a global stage.

This celebration of extreme traits may inevitably affect breeding practices and owner expectations, as dogs with pronounced physical exaggerations often win prestigious awards, putting pressure on breeders to replicate those features. This has prompted calls from welfare charities for much stricter vetting of competitors, including bans on dogs with extreme features or on owners with histories of animal cruelty. The latter probably should be a given.

Welfare issues raised around Crufts reach breed and appearance also. One look at my LinkedIn feed during Crufts was confirmation.  More than a few people posted reports of stressed dogs and insensitive handling - some vowing never to attend the show again. It’s certainly true that many dogs may be subjected to long journeys in cramped transport, and once they arrive, the noise, crowds, and constant activity could leave them visibly stressed. Add in owners or handlers who may not have full enough understanding of just how anxious their animals are, and it’s clear that a dog’s experience at the show may not always be a ‘celebration’.

For the critics, it’s a reminder that even at the world’s most prestigious dog show, a dog’s comfort, safety, and emotional wellbeing can be overlooked in the pursuit of ribbons and titles.

The debate is far from one-sided…

While certain animal welfare advocates continue to take issue, The Kennel Club points to the reforms they’ve introduced: health testing, revised breed standards, and stricter judging criteria to prioritise function over extreme appearance. They stress that all registered pedigree breeds remain eligible, and the requirements are reviewed regularly. A spokesperson said, “We also have a health standard which sets out evidence-based recommended health testing for each breed… improvements will continue to be made.”

Breeders and enthusiasts, meanwhile, stress that responsible breeding practices are already improving welfare outcomes for many dogs, and they argue that criticism should be focussed on irresponsible breeders rather than entire breeds. Blanket bans or public shaming, they contend, risks penalising those who work diligently to maintain health, temperament, and quality. And that’s counterproductive.

Changing public expectation

Perhaps the biggest shift in recent years has been among ordinary dog owners themselves. Today’s owners seem are far more informed and values driven. We see that reflected in the pet brand marketing work we do at Nobull.  They want transparency and authenticity and, above all, dogs that can enjoy long, healthy lives. Winning ribbons isn’t what dog ownership is about for the vast majority of us.

We see this shift influencing the pet industry broadly. Trainers, retailers, vets, and boarding facilities are increasingly expected to demonstrate responsibility, credibility, and care. Brands that acknowledge and respect welfare thoughtfully and authentically - without sensationalism - can build long-term trust with this audience. So, maybe Crufts needs to be a bit careful?

From breeding and health testing to media coverage and public perception, the welfare of dogs intersects with ethical responsibility, consumer expectations, and industry credibility and Crufts remains one of the most powerful platforms to influence. By robustly setting standards that reward health and temperament over extreme aesthetics, and by promoting responsible ownership, it could literally set the standard.

Crufts is over for another year, but I believe it really can lead how dogs are bred, raised, and loved - and ultimately whether every dog can live a long, healthy, happy life.

Because at the end of the day, that’s the standard we should all celebrate, right?