Following on from the Ice Bucket Challenge in 2014, which was set up to raise awareness for amyotrophic lateral sclerosis, a new trend has recently gone viral on social media.
The current challenge involves owners throwing a bucket of icy water over their four-legged friend, as they film the animal's surprised reaction.
Shock and discomfort
For veterinarian Sean McCormack, the trend is highly worrying from a welfare perspective.
"While pet-related content is hugely popular and often fun to share, suddenly pouring cold water over dogs will cause shock and unnecessary discomfort, particularly if repeated for multiple takes. It's important to remember that dogs may not understand what’s happening, and most will find the experience stressful", he explained.
"Stop using your pets for likes"
Rescue charity The Blue Cross also shared their outrage at the shocking trend. "Please stop using your pets for likes on social media. Trends like these might seem like some harmless fun, but pets aren't toys to be exploited, humiliated or objectified for our own entertainment", they wrote on social media.
"We’re concerned that some people continue to use their pets as props to get more likes on their social media without thought for the shock and fear they are causing to the animal. We’re also worried that others will follow this trend, putting animals across the country at risk" Head of Behaviour Ryan Neile continued.
Suddenly dousing dogs in freezing water can cause a dangerous drop in body temperature, particularly as dogs regulate this in a different way to humans.
Vets and charities across the UK encourage owners to think about the safety, comfort and overall wellbeing of their pet.
