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Reminder: Advertising Imagery Guidelines
January 25, 2024
The Canadian Veterinary Medical Association recognizes that imagery used in advertising can have profound impacts on consumers regarding decision-making. While it can be a powerful tool to promote good animal welfare, some imagery may be linked to unanticipated negative or adverse consequences on animal welfare and should be used only after full consideration of the potential risks. This document outlines those risks.
The CVMA has produced this document based on relevant related position statements. Its purpose is to inform marketers of the inherent risks and harms and to assist them in making responsible decisions when using in promotional materials, including imagery of animals that may normalize certain negative traits or handling.
These guidelines will ensure consistency with our initiative related to the harms resulting from extreme conformations as well as the following CVMA position statements:
- Humane Training of Dogs
- Keeping Wild [Native and Exotic] Animals as Pets
- Capture of Wild Animals for the Pet Trade
- Elective and Nontherapeutic Veterinary Procedures for Cosmetic and Competitive Purposes
- Responsible Breeding of Companion Animals (in development)
Click here to read the Advertising Imagery Guidelines.