Britain’s dogs at risk from ‘dangerous’ social media trainers as nine in ten owners battle behaviour problems

Dog experts are warning that an animal welfare crisis is unfolding across Britain as millions of owners struggle to find reliable help for their pets’ behaviour.

The UK dog-training industry remains unregulated, meaning anyone can legally describe themselves as a trainer or behaviourist, regardless of whether they have appropriate qualifications, experience or understanding of animal welfare.

Experts fear the gap has created fertile ground for self-styled social media trainers promoting punishment, intimidation and supposed “quick fixes” to desperate owners.

The warning comes as the number of dogs living in Britain reaches record levels. Recent estimates vary, but research by Dogs Trust suggested the population was around 13 million, while UK Pet Food’s 2026 survey put the figure as high as 15.5 million.

At the same time, the scale of the behavioural challenge facing families has become impossible to ignore. According to the Dogs Trust National Dog Survey 2025, 90 per cent of owners experienced at least one behavioural problem with their dog during the previous year.

Common difficulties included pulling on the lead, poor recall, barking, fear, reactivity and distress when left alone.

But owners searching online for help can be confronted with a bewildering mixture of conflicting advice, much of it presented by people whose knowledge and practical skills have never been independently assessed.

The Animal Behaviour and Training Council has previously warned Parliament that incompetent behaviour work can cause mental suffering and make existing problems worse. The Blue Cross has also cautioned that inexperienced trainers are increasingly using social media to spread bad and potentially dangerous advice.

Andrew Hale, emotional wellbeing expert at Pet Remedy, said: “We are seeing frightened and overwhelmed guardians being told that their dogs are stubborn, dominant or deliberately difficult, when very often those animals are struggling emotionally.

“Advice built around fear, force or punishment may suppress what a dog is doing in that moment, but it does not address why the behaviour is happening. It can deepen distress, damage trust and increase risk.

“This is not simply a disagreement between different styles of training. When unqualified people are influencing how vulnerable animals are treated, it becomes a serious welfare issue.”

The consequences can be devastating. Behavioural difficulties are among the leading reasons dogs are relinquished to rescue organisations, with some animals losing their homes after families feel they have exhausted every option.

Yet many could potentially have remained with their owners if their needs had been recognised and appropriate, evidence-led support provided earlier.

Junior Hudson, of Companion Animal Wellness, said: “Guardians are being bombarded with confident-sounding advice, but confidence on camera is not the same as competence.

“A guardian may follow a viral video believing they are doing the right thing, only to see their dog become more fearful, defensive or shut down. Advice should always be given, and taken, with the individual dog in mind. By the time they reach an experienced, qualified professional, both the dog and the family may be in crisis.

“No dog should lose their home because their guardian was unable to distinguish credible help from harmful online opinion. We urgently need higher standards, greater accountability and much clearer direction for guardians on accessing help they can trust.”

The UK Dog Behaviour and Training Charter, which is supported by both Companion Animal Wellness and Pet Remedy, has also highlighted the difficulty owners face in finding appropriately accredited professionals.

It warns that although many excellent practitioners work across the country, some trainers continue to employ outdated and aversive techniques without proper accountability or oversight.

The Charter brings together leading behaviour and training membership organisations under a shared code of conduct, ethics and methodology. Its signatories commit to modern, science-led and positive approaches, alongside transparent complaints procedures and professional accountability.

Concern about the problem comes as the RSPCA’s Kindness Index 2026 found animal welfare was Britain’s second most important cause, with almost a third of people placing it among their three greatest concerns.

Pet Remedy and Companion Animal Wellness have now launched Ask the Professional, a service designed to give dog and cat guardians affordable access to experienced, qualified behaviour professionals offering humane, welfare-centred guidance.

The initiative’s organisers say it is intended to provide clarity and early support, helping families understand what their animals are communicating before difficulties escalate.

Further information and competition entry details are available at https://petremedy.co.uk/ask-the-professional/