Guiding Principles

1. Respect Diversity and Avoid Stereotypes

• Avoid humor or ridicule: Avoid using images or language that portray animals with obesity as comedic or grotesque.
  

• Challenge stereotypes: Refrain from implying that pets with obesity result solely from negligence or laziness. Emphasize the multifactorial causes of obesity, including genetics, hormonal imbalances, environmental factors, and diet and activity level.
  

• Showcase diversity: Represent pets of various breeds, sizes, and life stages to reflect the wide-reaching impact of obesity.
  

• Highlight abilities and roles: Portray animals with obesity as loved, capable, and integral members of their families.

2. Use Pet-First Language and Avoid Labeling as “Obese”

Why it matters: Language shapes perceptions and influences actions. Respectful, accurate terminology fosters understanding and reduces bias. Terms such as “obese” and “fat” often carry negative, demeaning social connotations.

• Adopt pet-first terminology: Use phrases like “a dog with obesity” or “a cat having obesity” rather than “an obese dog.” This approach emphasizes that obesity is a medical condition, not a defining characteristic.

• Example: “Max, a dog with obesity, is undergoing a tailored weight-loss program to improve his health.” or “The cat had obesity, putting her at risk of reduced life expectancy and chronic diseases.”
  

• Avoid pejorative descriptors: Terms like “fat,” “chonky,” or “fluffy” trivialize the seriousness of the condition and can perpetuate stigma.

• Example: Replace “This chubby cat needs to lose weight” with “This cat would benefit from a weight management program to address excess body fat.”
  

• Focus on the condition, not appearance: Frame the narrative around treating obesity as a disease rather than focusing on aesthetics.

• Example: “Luna is being treated for obesity to reduce her risk of diabetes and arthritis” instead of “Luna needs to lose weight to look healthier.”

3. Differentiate Clinical Obesity, Obesity, and Overweight

Accurate terminology improves clarity and communication: When reporting on and discussing pet obesity, the choice of terms matters. "Clinical obesity" refers to a specific diagnosis of a medically significant condition that adversely impacts an animal's health and requires veterinary intervention. "Obesity" is a general term describing excess body fat that increases disease risks, while "overweight" refers to a weight or body condition above the ideal range but not yet classified as obesity.

Consistent and accurate use of these terms promotes clarity, facilitates informed decision-making, and fosters meaningful conversations about pet health. Journalists and media professionals play a vital role in raising awareness and encouraging proactive care by adopting precise and responsible language.

• Overweight: Describes pets with a body condition above the ideal range (BCS 6-7) but does not yet have obesity. Overweight pets are at risk for developing obesity-associated health issues if weight gain continues.

• Example: "The dog is currently overweight, with a body condition score of 7 out of 9. Implementing a weight management program now can prevent obesity and related health issues."
  

• Obesity: Indicates excess body fat associated with increased disease risk and decreased quality of life. It is often identified based on a body condition score of 8 or 9 but does not include clinical signs, abnormal diagnostic test results, or comorbidities.

• Example: "Your cat has obesity, as indicated by its body condition score of 9. While it shows no clinical signs or abnormal test results yet, it is at increased risk for conditions like diabetes or arthritis."
  

• Clinical Obesity: A specific diagnosis involving excess adiposity accompanied by clinical signs, abnormal test results, or associated diseases requiring medical intervention. This term highlights the medical severity of the condition and distinguishes it from obesity or overweight.
  Example: "Your Labrador Retriever has been diagnosed with clinical obesity due to its body condition score of 9 and the presence of osteoarthritis. Our treatment will address weight loss alongside pain management for arthritis."

These terms, when used precisely, enable clear communication, emphasize the health implications of weight issues, and promote informed decisions by pet owners.

4. Focus on Body Condition, Not Weight

When discussing overweight and obesity in animals, focusing on body condition rather than body weight provides a more accurate assessment of health. Body weight alone can be misleading, as it does not differentiate between fat, muscle, or other tissues. Veterinary professionals should emphasize factors such as body fat percentage, lean muscle mass, and overall body condition to guide interventions effectively.

Body Condition Examples:

Assessment of Body Condition:
Example: "Your dog’s body condition score is 8 out of 9, which indicates excessive fat accumulation. While your dog weighs 85 pounds, the primary concern is the excess body fat, contributing to inflammation, tissue damage, and its current mobility issues."

Muscle Mass Preservation During Fat Loss:
Example: "Our goal is not just weight loss but to reduce your pet’s unhealthy excess fat while preserving lean muscle. This ensures strength and overall health are maintained during the weight loss program." The ultimate goal of a healthy body condition program is healthy fat loss while maintaining strength and lean muscle mass.

Highlighting Healthy Fat Loss:
Example: "This month, your cat successfully lost one pound of fat while preserving lean muscle mass, which is the ideal outcome of our healthy body condition program."

Weight as a Poor Indicator of Health:

Weight Can Mask Health Risks:
Example: "Although your dog’s weight is relatively unchanged from last year, a closer look reveals a loss of muscle and an increase in fat. This change in body composition underscores why weight alone isn’t a reliable indicator of your pet’s health."

Healthy vs. Unhealthy Weight Loss:
Example: "Unintentional weight loss in your pet can indicate muscle wasting, which is a serious health concern. Our focus is to encourage fat loss while maintaining muscle mass to support your pet’s overall health."

Guiding Owners with Clear Goals:
Example: "Our goal is to reduce excess body fat while preserving and improving your pet’s muscle mass and strength. This approach not only improves quality of life but also reduces the risk of obesity-associated diseases."

By shifting the focus from weight to body condition and composition, veterinarians can better educate pet owners, tailor interventions, and improve long-term outcomes for their patients.

5. Provide Balanced and Accurate Coverage

Media and advertising content should be grounded in evidence-based research and present a nuanced view of pet obesity.

• Highlight scientific insights: Emphasize the biological, genetic, and environmental contributors to obesity. Avoid overemphasizing individual responsibility.
  

• Use credible sources: Cite research from veterinary experts, animal nutritionists, and reputable organizations like the World Pet Obesity Association (WPOA) and the Association for Pet Obesity Prevention (APOP).
  

• Avoid oversimplification: Address obesity as a multifactorial disease requiring comprehensive solutions. Resist oversimplified narratives like “feed less, exercise more” as the sole solution. Instead, emphasize comprehensive treatment plans that include veterinary care, evidence-based therapeutic diets and nutrition, and appropriate physical activity.
  

• Explore societal factors: Discuss how broader issues such as marketing, urban living, owner lifestyle, and education impact pet obesity.

6. Select Appropriate Visuals

Imagery is a powerful tool in shaping public perception. Thoughtful visual representation is essential in avoiding stigma and promoting understanding.

• Avoid stigmatizing images: Do not use photos that isolate body parts (e.g., abdomens or necks) or show pets in compromising conditions or engaging in unhealthy behaviors unless supported by evidence and focus on obesity interventions.
  

• Choose inclusive representations: Show diverse breeds, sizes, and ages to avoid reinforcing a stereotypical or narrow view.
  

• Ensure dignity: Ensure visuals convey respect and affirm the value of people and pets with obesity as caring caregivers and valued companions.