At Cats Protection we want to create a society where every cat has their best possible life because they are protected, cared for and understood by everyone.
We always aim to achieve the highest level of welfare for every cat, this includes when using cats in advertising. It’s also important to recognise the impact that advertising can have. If cats are not used responsibly by advertisers and content creators, there is a risk that owners are influenced to act in a way that has a negative impact on cat welfare.
This guidance applies to all forms of advertising, both still images and film, whether stock images are being used or new content is being created. The tips and links below should help you ensure cats are used responsibly.
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Show cats:
- that look happy and healthy
- in a positive family environment
- being playful and inquisitive
- that are expressing natural behaviours (for example, cats that aren’t showing signs of distress, fear or anxiety)
- interacting with humans that the cat is happy with
- on their own (they are a solitary species) or as a socially bonded pair. Bonded cats might groom or rub against one another or lie together touching each other
- with dogs, if necessary, as long as neither are showing signs of negative behaviours because of stress or fear
- that are of ideal body condition (scored 5/10 on the Purina Body Condition Tool for Cats)
- using toys that the cat is familiar with. Any toys used should be cat-safe and the cat should be monitored carefully while playing with the toy (in case of injury as well as signs of frustration or anxiety)
- being handled in a way a cat would enjoy. For example, stroking them on their head or along their back. Ensure that all handling of the cat is done correctly and safely for both the cat and handler
- with human characteristics attributed to them in a positive way to help the audience understand cats better and enhance their empathy towards them. Emotions that cats feel include joy/happiness, relief, anxiety, fear, frustration and depression. Cats can also experience an emotional response to pain and boredom
Avoid showing cats:
- dressed up with clothing or accessories which may lead to people thinking that forcing a cat to ‘dress up’ is acceptable
- with anything that would restrict their natural movement that makes them less able to express their normal behaviour, such as grooming or stretching
- wearing a collar
- with any mutilation, such as cats that are declawed
- that have known health problems resulting from breeding. Avoid showing purebred cats that have altered anatomy that affects their health and welfare. For example, short-nosed, flat-faced cats such as Persians, Scottish Fold cats that have folded ears due to a cartilage defect and cats that have been bred to have coat abnormalities such as the hairless Sphynx or Rex cats. Hybrid cats such as the Savannah should not be used. They are not suited to being domestic pets due to possible aggressive behaviours
- doing anything which could be dangerous, such as playing with tinsel, string or other potentially dangerous objects
- in unnatural or unrealistic environments
- whose handler uses positive punishment (or negative reinforcement) when training their cat. For example, shouting at the cat, tapping on their nose or using spray bottles. This also includes making the cat display certain positions. For example, the handler should not force their hand on the cat to make them sit or lie down
- who are showing signs of fear or stress or anything which could be interpreted as stress, even if the cat wasn’t stressed during filming. Typical signs of stress include flattened ears or ears turned to the side, dilated pupils and hunched body posture
- mixing with other cats that they don’t know or live with normally, suggesting cats are a social species. Do not show conflict between cats
- in footage that normalises anything that could make a cat unwell or stressed. For example, with toxic plants, such as lilies or poinsettias in the same room as the cat
- attribute human characteristics to cats in a negative way. For example, suggesting cats can talk or feel human emotions which they do not feel, such as envy, guilt and spite or showing that their behaviour is based on these emotions
- using toys that have small parts that look like they can be easily chewed or fall off and swallowed, for example stitched-on eyes or noses on toy mice. Avoid toys that the cat can get their claws or paws caught in
- that are overweight, underweight or in ill health as per the Purina Body Condition Tool for Cats
- near to or eating food that is unsuitable for them
