New research from the Royal Veterinary College (RVC) has revealed divided public attitudes in the UK towards crossbreeding flat-faced (brachycephalic) dogs. The UK public disagrees on whether crossbreeding improves or worsens the health, appearance and temperament of flat-faced dogs, with preferences relating to cute appearance and companionship often outweighing health concerns when owners decide which dog to acquire. These RVC findings provide novel and important insights into the beliefs of the UK public that can help address the ongoing serious dog welfare issues linked to breeding for extreme conformation and low genetic diversity in popular purebred flat-faced breeds.