News item | 04-11-2025 | 07:00
Dogs that have difficulty breathing or cats that suffer from eye problems. These are problems that often occur in animals that look cute but suffer from their appearance. The Ministry of Agriculture, Fisheries, Food Security and Nature is therefore launching the campaign on responsible pet ownership, ‘So cute it hurts’. The campaign calls on people who want to purchase a pet to consciously choose a pet. The emphasis is on animals that suffer from certain external characteristics. The importance of a suitable home situation is also discussed in the campaign.
State Secretary Jean Rummenie (LVVN): “As a great animal lover, I know how important a pet is: they bring us fun and keep us moving. That is why it is important to think carefully and choose a healthy pet that suits you. I am happy that there is now a campaign that draws attention to the importance of a good and responsible choice.”
Campaign motivation
A pet is not a temporary purchase. Keeping a pet is a big responsibility, often for many years. Even when life is busy or changes, an animal continues to count on attention and care.
Yet consumers are at risk of purchasing a pet from sellers who do not properly care for the health and welfare of animals. That is why it is important to check from the start that all papers are in order and to know where the animal comes from.
In addition, certain external characteristics can lead to health problems that the animal suffers from, resulting in high medical costs. Things can also go wrong if a pet does not receive the right care or training or is not properly socialized. This can not only harm the welfare of the animal, but also endanger the safety of the animal, owner and environment.
The government therefore calls on people not to purchase animals that suffer from their appearance and emphasizes the importance of a well-considered choice, with the welfare of the animal coming first.
About the campaign
It is therefore important that there is more awareness when purchasing a pet. Behavioral research, conducted by the Ministry of LVVN, shows that an information campaign can contribute to greater awareness and prevent people from purchasing a pet without thinking it through. It can also contribute to changing the norm that it is not okay for animals to suffer because of their appearance. The campaign can be seen this autumn in places where people are looking for a pet, such as Marktplaats, social media and online websites where you can buy pets.