Communication Guidelines
Guidelines for Pet Obesity Communication
Promoting respectful, accurate, and compassionate communication about animal obesity.
These 2025 guidelines are designed for veterinary teams, professional publications, journalists, media outlets, medical presenters, corporate communications teams, and advertising agencies.
Quick Guide
Communicate clearly without blame or stigma
Use language that treats obesity as a medical condition, centers the pet’s health, and supports collaboration with the pet owner.
The standard in one sentence
Communicate about pet obesity as a medical condition using pet-first, nonjudgmental, evidence-based language that focuses on health, body condition, quality of life, and veterinary-supported care.
Use pet-first language
Say “a dog with obesity” rather than “an obese dog.” The pet is not defined by the condition.
Focus on body condition
Discuss adiposity, muscle condition, mobility, quality of life, and health risk, not weight alone.
Use clinical context
Differentiate overweight, obesity, pre-clinical obesity, and clinical obesity when appropriate.
Avoid ridicule or blame
Avoid words such as “fat,” “chonky,” “lazy,” or jokes that minimize disease or shame owners.
For veterinary teams
Use these guidelines for exam-room conversations, discharge notes, client handouts, social posts, and weight management program materials.
For journalists and editors
Use the guidance for headlines, expert sourcing, imagery, framing, and avoiding stigma in pet obesity stories.
For advertisers and campaigns
Use the campaign and ethics sections to build respectful public awareness, brand content, and education materials.
Download the professional guide
Use the PDF for newsroom guidance, veterinary team training, client education workflows, campaign planning, and communication review.
Table of Contents
Pet Obesity Communication Guideline sections
Use this guide to move through the full communication recommendations, from terminology and pet-first language to media, imagery, campaigns, ethics, myths, and references.
Introduction
Pet obesity is a complex, multifactorial disease
Pet obesity affects millions of animals worldwide. The Association for Pet Obesity Prevention and the World Pet Obesity Association recognize the significant role of professional publications, journalism, media, and corporate advertising in shaping public perceptions.
These guidelines outline best practices for professional publications, medical presentations, journalists, media outlets, and advertising agencies. Their purpose is to reduce stigma, avoid blame, and foster a more accurate understanding of obesity as a medical condition.
Owners of pets affected by obesity or excess weight often face stigma and discrimination. These experiences may affect access to veterinary care and may lead to anxiety, withdrawal, emotional distress, or refusal to accept medical recommendations.
By adopting pet-first language and accurate clinical terminology, veterinary and media professionals can create a more supportive environment for pets, caregivers, and the veterinary teams who serve them.
Pet-First Language
Avoid “obese” as a label
Language shapes perceptions and behavior. Respectful, precise terminology helps reduce stigma and supports more productive conversations with pet owners.
Use this
“Max, a dog with obesity, is undergoing a tailored weight-loss program to improve his health.”
Why it works: This places Max’s individuality first and frames obesity as a manageable health condition.
Avoid this
“Max is an obese dog who needs to lose weight.”
Why it’s problematic: This reduces Max to his condition and can sound judgmental toward the pet owner.
Use this
“The cat has obesity, which increases her risk of chronic diseases like diabetes, high blood pressure, and arthritis.”
Why it works: This avoids labeling the cat by the condition and focuses on health risk.
Avoid this
“Because Gracie is obese, she is at risk of health problems.”
Why it’s problematic: Using “obese” as a descriptor oversimplifies the condition and can imply owner negligence.
Preferred language: “A pet with obesity,” “a dog with clinical obesity,” or “a cat with excess adiposity.” Avoid defining the pet by the condition.
Use this
“Your dog has pre-clinical obesity, which increases her risk of chronic diseases like osteoarthritis.”
Avoid this
“Your cat is a chonkster, putting her at risk for health problems.”
Use this
“Luna is being treated for obesity to reduce her risk of diabetes and arthritis.”
Avoid this
“If Luna lost some of that extra weight, she’d look so much better.”
Terminology
Differentiate clinical obesity, pre-clinical obesity, obesity, and overweight
Accurate terminology improves clarity, reduces judgment, highlights health risk, and helps pet owners understand why intervention matters.
Clinical obesity
Clinical obesity is a specific diagnosis involving excess adiposity accompanied by clinical signs, abnormal test results, diminished quality of life, or associated diseases requiring medical intervention.
Pre-clinical obesity
Pre-clinical obesity refers to excess adiposity, typically BCS 8–9/9, with preserved tissue and organ function but elevated risk of developing clinical obesity and associated diseases.
Obesity
Obesity is a general term used to describe excess body fat, typically indicated by BCS 8–9/9. It should prompt further assessment, clinical context, and appropriate intervention.
Overweight
Overweight refers to body condition above the ideal range, often reflected by BCS 6–7/9. Pets with overweight should receive proactive, individualized support.
Clinical obesity example in context
“Your dog has been diagnosed with clinical obesity, with a body condition score of 9, difficulty walking, and osteoarthritis. We’ll create a treatment plan to address their body condition, manage their pain, and improve their mobility and quality of life.”
- Frames clinical obesity as a medical diagnosis.
- Uses objective evidence through BCS.
- Links the condition to quality of life and comorbid disease.
- Offers a clear treatment plan instead of blame.
Pre-clinical obesity example in context
“Your cat has pre-clinical obesity, as indicated by a body condition score of 9. While there are no clinical signs or abnormal test results at this time, your cat is at higher risk for diabetes, arthritis, and other obesity-associated diseases.”
- Acknowledges excess adiposity and risk.
- Avoids overstating current disease.
- Creates a clear opportunity for prevention.
Overweight example in context
“Your dog is overweight, with a body condition score of 7 out of 9. Implementing a weight management program now can help prevent obesity and reduce the risk of associated health issues, such as arthritis and blood sugar abnormalities.”
Body Condition
Emphasize body condition, not weight alone
Body weight can be misleading because it does not distinguish between fat, muscle, or other tissues. Veterinary professionals should emphasize body fat, lean muscle mass, mobility, quality of life, and overall body condition when discussing risk and treatment.
Body condition example
“Your dog’s body condition score is 8 out of 9, which indicates an unhealthy level of fat accumulation. While your dog’s weight has remained steady, the main concern is excess body fat, which can contribute to inflammation, tissue damage, and mobility issues.”
Muscle preservation example
“Our goal isn’t just weight loss. It’s to reduce unhealthy excess fat while preserving lean muscle. This helps your pet maintain strength, mobility, and overall health throughout the program.”
Weight alone is a poor indicator of health. A stable weight can mask muscle loss, fat gain, or worsening body composition. Healthy fat loss should preserve or improve lean muscle mass.
Healthy fat loss example
“This month, your cat successfully lost one pound of fat while preserving lean muscle mass. This is an ideal outcome of a healthy body condition program.”
Clear goal example
“Our primary goal is to reduce excess body fat while preserving and improving your pet’s muscle mass and strength. This can improve quality of life and lower the risk of obesity-associated diseases.”
Balanced and Accurate Coverage
Ground communication in evidence and clinical context
Media and advertising content about pet obesity should be grounded in evidence-based research and presented with nuance, compassion, and accuracy.
Highlight scientific insights
Emphasize biological, genetic, hormonal, environmental, medical, nutritional, and lifestyle factors. Avoid placing undue emphasis on individual responsibility without context.
Use credible sources
Cite veterinary experts, veterinary nutritionists, researchers, and reputable organizations. Claims should be supported by peer-reviewed studies or expert consensus.
Example framing: “Pet obesity is influenced by a combination of factors, including genetics, diet, activity levels, medical conditions, and the environment in which a pet lives.”
Diversity and Stereotypes
Respect diversity and avoid stereotypes
Communication should avoid ridicule, blame, and narrow assumptions about which pets or owners are affected by obesity.
Avoid humor or ridicule
Do not use images or language that portray animals with obesity as comedic, grotesque, or objects of ridicule.
Challenge stereotypes
Avoid implying that pets with obesity are the result of negligence, laziness, or lack of care. Obesity is multifactorial.
Showcase diversity
Represent pets of all breeds, sizes, and life stages. Avoid suggesting that only certain breeds or families are affected.
Highlight abilities and roles
Portray pets with obesity as loved, capable, and integral members of their families, not as defined by their condition.
Context and Visuals
Select appropriate context and visuals
Imagery is a powerful tool in shaping public perception. Thoughtful visual representation can help avoid stigma and promote understanding.
Avoid oversimplification
Address pet obesity as a multifactorial disease that may require therapeutic diets, diagnostics, follow-up, home care, and tailored activity plans.
Explore societal factors
Discuss how marketing, urban living constraints, lifestyle, education, and access to resources can influence pet obesity.
Avoid stigmatizing images
Do not isolate body parts or depict pets in compromising conditions unless directly relevant to evidence-based education.
Use this framing
“Managing pet obesity isn’t as simple as cutting back on food or increasing walks. A comprehensive plan developed with your veterinarian may include a therapeutic diet, structured activity, diagnostics, and regular monitoring.”
Avoid this framing
“Just feed less and exercise more.”
Choose images that show
Veterinary guidance, owner-pet connection, movement, mobility, positive progress, and diverse breeds, ages, and body sizes.
Avoid images that show
Isolated abdomens or necks, ridicule, humiliation, weight-only before/after framing, neglect narratives, or pets as comic objects.
Media and Advertisers
Use language and framing that support understanding and action
Media and advertising content should avoid sensationalism, stigma, and appearance-based narratives.
Use nuanced language
Frame pet obesity as a multifaceted medical condition influenced by metabolism, genetics, environment, and lifestyle.
Avoid sensationalist headlines
Use constructive headlines that encourage understanding, not alarmist or judgmental language.
Be solution-oriented
Highlight veterinary care, therapeutic diets, activity plans, monitoring tools, and collaboration between owners and veterinary teams.
Focus on quality of life
Shift attention from weight loss alone to mobility, pain reduction, energy, longevity, and healthier body composition.
De-emphasize pounds lost
Frame success in terms of fat reduction, muscle preservation, improved mobility, and reduced disease risk.
Use respectful imagery
Choose visuals of pets and owners in positive, dignified contexts, such as veterinary visits, walking, playing, or preparing healthy meals.
Use this
“Understanding the rise of clinical obesity in pets: causes, risks, and solutions.”
Avoid this
“Pet obesity crisis spiraling out of control!”
Use this
“This month, your cat lost one pound of excess fat while maintaining lean muscle mass, resulting in improved mobility and a happier, more active demeanor.”
Avoid this
“Your pet lost 5 pounds. Mission accomplished!”
Representation and Imagery
Use visuals that emphasize health, dignity, and progress
Visuals should shift the narrative from weight loss alone to overall health, mobility, veterinary support, and the human-animal bond.
Avoid weight-only before-and-after photos
Emphasize improved mobility, reduced pain, quality of life, and healthier body composition.
Show comprehensive improvements
Highlight improved organ function, biomarkers, energy, activity, and longevity when relevant.
Show compassionate veterinary interactions
Use images that show supportive veterinary teams collaborating with pets and owners.
Focus on action and hope
Use captions that emphasize progress, support, mobility, and solutions rather than shame.
Expert Collaboration
Collaborate with veterinary professionals and researchers
Expert collaboration improves credibility, accuracy, and audience trust.
Work with experts
Partner with veterinarians, veterinary nutritionists, credentialed veterinary technicians, researchers, veterinary schools, and reputable organizations.
Use attributed expert insight
Include direct quotes, expert explanation, and professionally reviewed guidance instead of generic claims.
Share collaborative success stories
Highlight teamwork between pet owners, veterinary professionals, and pet care organizations.
Create expert-led education
Develop webinars, infographics, articles, podcasts, and Q&A content with expert review.
Example quote: “Obesity in pets is a complex condition that requires a personalized approach. By combining therapeutic diets, regular activity, and ongoing monitoring, we can help pets achieve a healthier body condition and improve quality of life.”
Compassionate Campaigns
Create campaigns that prioritize empathy, education, and positivity
Awareness campaigns should inspire action without blame, fear, or shame.
Use empathy-first storytelling
Focus on the bond between pets and owners and their shared efforts to improve health.
Provide educational content
Offer practical resources, such as BCS guidance, nutrition education, veterinary contacts, and activity ideas.
Celebrate progress
Highlight improved mobility, energy, pain, quality of life, and body composition, not weight alone.
Use inclusive messaging
Use positive language and imagery that reflects diverse pets, owners, and communities.
Provide accessible resources
Link to tools, calculators, veterinary teams, local programs, and community support.
Foster supportive communities
Moderate comments and avoid platforms that allow judgmental or shaming content to dominate.
Ethical Considerations
Put ethics at the center of obesity communication
Ethical communication builds trust, supports informed decisions, and protects the dignity of pets and owners.
Avoid shame and fear
Do not use guilt, blame, or fear as motivators. Shame can lead to disengagement and reluctance to seek care.
Be inclusive and culturally sensitive
Use language and imagery that reflect different communities, ownership experiences, and pet care contexts.
Promote informed decisions
Encourage veterinary guidance and evidence-based care rather than quick fixes or uncredentialed advice.
Respect privacy and dignity
Obtain consent before using pet or owner images, names, stories, or testimonials.
Prioritize transparency
Disclose sources, partnerships, sponsorships, and conflicts of interest when relevant.
Focus on long-term well-being
Emphasize sustainable, monitored care rather than rapid results or extreme measures.
Myths and Misconceptions
Address common myths with accuracy and empathy
Veterinary professionals, journalists, media outlets, and advertisers can help replace blame with evidence-informed understanding.
Myth: Obesity is solely caused by overfeeding
Obesity can involve genetics, medical conditions, hormonal factors, environment, nutrition, activity, and access to care. It often requires a comprehensive plan.
Myth: Owners are neglectful
Obesity is a medical condition that requires education and support, not judgment. Compassion improves trust and access to care.
Myth: Weight loss is easy with the right diet
Sustainable change often requires veterinary guidance, monitoring, nutrition, activity planning, and attention to underlying health issues.
Myth: Success is only pounds lost
Healthy progress should consider fat loss, muscle preservation, mobility, pain, energy, metabolic health, and quality of life.
Call to Action
Help reshape the conversation around pet obesity
Media professionals, advertisers, and veterinary teams can reduce bias and stigma by using pet-first language, avoiding stereotypes, choosing accurate medical terminology, and presenting balanced information.
A health-centered, compassionate narrative helps pet owners seek care without fear of judgment and supports better outcomes for pets.
Select References
References and related resources
Selected references supporting stigma-free language, obesity communication, and companion animal obesity care.
Select references
- Volger S, Vetter ML, Dougherty M, et al. Patients’ preferred terms for describing their excess weight. Obesity. 2012;20(1):147–150.
- Puhl RM, Heuer CA. The stigma of obesity: A review and update. Obesity. 2009;17(5):941–964.
- Puhl RM, Peterson JL, Luedicke J. Motivating or stigmatizing? Public perceptions of weight-related language used by health providers. International Journal of Obesity. 2013;37(4):612–619.
- Sutin AR, Terracciano A. Perceived weight discrimination and obesity. PLOS ONE. 2013;8(7):e70048.
- Wadden TA, Didie E. What’s in a name? Patients’ preferred terms for describing obesity. Obesity Research. 2003;11(9):1140–1146.
- German AJ. The growing problem of obesity in dogs and cats. Journal of Nutrition. 2006;136(7):1940S–1946S.
- German AJ. Obesity in companion animals. In Practice. 2010;32(2):42–50.
- Laflamme DP. Understanding and managing obesity in dogs and cats. Veterinary Clinics of North America: Small Animal Practice. 2006;36(6):1283–1295.
- Farcas AK, Michel KE. Small Animal Obesity, An Issue of Veterinary Clinics of North America: Small Animal Practice. Veterinary Clinics of North America. 2016.
- Churchill J, Ward E. Communicating with Pet Owners About Obesity: Roles of the Veterinary Health Care Team. Veterinary Clinics of North America: Small Animal Practice. 2016;46(5):899–911.
- Ward E. Approaching Obesity on a Pet-Specific Basis. In: Pet-Specific Care for the Veterinary Team. Wiley-Blackwell. 2021.
- Ward E. How we should talk about obesity in animals. Association for Pet Obesity Prevention. 2024.
- Ward E. The Importance of Treating Obesity First. Association for Pet Obesity Prevention. 2024.
- Ward E. Redefining Obesity in Veterinary Medicine: Making the Case for Clinical Obesity. Association for Pet Obesity Prevention. 2025.
About the Pet Obesity Communication Guidelines
WPOA’s pet obesity communication guidelines help veterinary teams, educators, journalists, advertisers, and animal health organizations discuss obesity in dogs and cats with accuracy, respect, and clinical clarity. The guidelines support language that recognizes obesity as a chronic medical condition while avoiding blame, stigma, ridicule, or oversimplified weight-loss messaging. These resources help improve client communication, public education, media coverage, and professional conversations about companion animal obesity prevention, diagnosis, treatment, and long-term care.