The dog training industry has experienced significant growth over the past decade, fueled by an increasing awareness (and exploitation) of the importance of proper training and behaviour modification. In 2023, the U.S. pet industry reached an estimated $143.6 billion in expenditures, reflecting the massive financial investment people make in the care and well-being of their pets. However, alongside this growth, a disturbing trend has emerged—predatory marketing tactics aimed at vulnerable pet owners. These tactics exploit the emotional bonds between owners and their dogs, often leading to financial strain and ineffective & damaging training.
Understanding Predatory Marketing
Predatory marketing involves using manipulative, deceptive, or overly aggressive sales tactics to take advantage of consumers. In the context of dog training, this can manifest in several ways, including exaggerated claims of guaranteed results, fear-based messaging, and the promotion of expensive, unnecessary services or products.
Exaggerated Claims and Guarantees
One of the most common predatory tactics in the dog training industry is the promise of guaranteed results. While this may sound appealing to a pet owner desperate to resolve their dog’s behaviour issues, it’s important to recognize that dog training is not a one-size-fits-all solution. Statements like "fixing" or "stopping" are red flags. Every dog is unique, and their progress depends on a variety of factors, including their health, genetics, history, and the consistency (& type) of the training they receive. Trainers who offer guarantees are oversimplifying the complexity of canine behaviour, setting unrealistic expectations, and ultimately leading to disappointment and frustration for pet owners. This impacts animal welfare and dog-human relationships negatively. It's impossible to guarantee behaviour!
Fear-Based Messaging
Fear tactics are effective in marketing! Messaging that puts pressure on guardians to purchase services, and many times aversive tools. This often involves focusing on potential dangers of not addressing certain behaviours, such as aggression or separation anxiety, without providing a balanced perspective on the range of available options. For instance, a trainer might emphasize the risk of a dog being euthanized due to behavioural issues, pushing owners toward immediate and costly interventions or tools that are deemed damaging from leading welfare organizations. While it’s true that some behaviours require urgent attention, the use of fear to coerce owners into making hasty decisions is both unethical and harmful. And NOT including a veterinarian or a veterinary behaviourist in serious cases is negligent and a trainers ethical responsibility.
Research supports the impact of fear on consumer decision-making. A study conducted by Lerner et al. (2015) found that fear can significantly influence the way individuals evaluate risks and make decisions, often leading to choices that prioritize immediate action to avoid perceived threats. The study demonstrated that fear tends to amplify perceived risks, causing consumers to favour options that seem to offer protection or solutions to these threats, even if those options are not necessarily the most effective or necessary. In the context of dog training, this means that fear-based marketing can lead pet owners to make impulsive decisions, opting for services that may not be the best fit for their dog's needs.
This study helps to underline the psychological mechanisms at play in fear-based marketing and how it can lead to sub-optimal decision-making.
Up-Selling Unnecessary Services
Up-selling is a common sales tactic, but in the dog training industry, it can cross the line into predatory territory when unnecessary services are pushed on owners who are already struggling. This might include recommending multiple, expensive sessions that go beyond what is needed for the specific issue at hand or promoting add-on services that do little to contribute to the dog’s training progress. Trainers may even suggest board and train, which can be exorbitantly priced and very stressful for dogs. Some even specialize in offering only this service. We can frequently see damaging methods being used at Board and Train facilities and in some cases, deaths.
Marin County Dog's Death Leads to Charges" (2018) A dog named Ollie died in a board and train program in Marin County, California. The dog's death led to an investigation and charges against the trainer. The incident raised concerns about the safety and oversight of board and train facilities.
Dog Dies from Excessive Force During Training" (2020)
A dog named Max died after being subjected to excessive force during a board and train program in Arizona. The trainer used harsh training methods, including heavy-handed corrections and prolonged use of shock collars. Max's death raised awareness of the potential dangers of aversive training methods.
Dog Dies After Extreme Physical Punishment at Training Facility" (2019)
A dog named Duke died after being subjected to extreme physical punishment during a board and train program in California. The training facility was known for using dominance-based methods, including choke chains and physical manipulation. Duke's death led to a lawsuit and increased scrutiny of the training practices used by the facility.
The Misleading Promise of E-Collars and Aversive Tools
E-collars are often marketed as a quick and effective solution for a variety of behavioural problems. Manufacturers and some trainers claim that these devices provide immediate results, stopping unwanted behaviours such as barking, digging, or jumping. However, the reality is far more complex. While e-collars may suppress behaviours temporarily, they do not address the underlying causes and can lead to more severe issues over time. Even if an ecollar is being employed to associate the vibration with a treat, the animal is still at risk for inducing anxiety as they have no control over the device on their neck and when it will go off. That alone can be aversive.
"It doesn't hurt."
"It's communication."
"It's just a tap."
"It's similar to a TENS unit."
Research has shown that the use of aversive tools like e-collars can increase a dog’s stress and anxiety levels. These devices work by delivering an electric shock, which the dog learns to associate with certain behaviours. While this may stop the behaviour in the short term, it can also result in fear, aggression, and a breakdown of trust between the dog and owner. Despite these well-documented risks, e-collars continue to be marketed as safe and effective, with little to no mention of the potential long-term harm.
Identifying Red Flags
As a pet guardian, it’s crucial to be aware of the red flags that may indicate predatory marketing. Don't forget; dog training is NOT a regulated industry!
Here are a few signs to watch out for:
Guarantees of Success: Be wary of trainers and manufacturers of tools who promise guaranteed results. Effective dog training and behaviour modification requires patience, consistency, and an understanding of each dog’s unique needs.
High-Pressure Sales Tactics: If you feel rushed or pressured into making a decision, take a step back. A reputable trainer will provide you with information and allow you time to consider your options.
Lack of Transparency: Ask questions about the training methods & tools, costs, and expected outcomes. A trustworthy and educated trainer will be open and transparent about their approach.
Emphasis on Fear: Beware of trainers who use fear to convince you to purchase services. While some behaviours require prompt attention, decisions should be made based on informed understanding, not fear.
Choosing Ethical Dog Training Services
To avoid falling victim to predatory marketing, it’s SO important to do your research and choose a dog trainer who prioritizes ethical practices. Look for trainers who are certified by reputable organizations, such as the International Association of Animal Behavior Consultants (IAABC) or through Animal Behaviour Society . You can also seek out a board certified Veterinary Behaviourist here. These organizations uphold high standards of ethics and professionalism, ensuring that their members provide safe, effective, and humane training services.
Additionally, seek out trainers who use positive reinforcement methods. These trainers focus on rewarding good behaviour rather than punishing bad behaviour, utilize management and prevention and reducing fear and anxiety. Don't forget to always rule out underlying pain and discomfort!
Buyer Beware!
The dog training industry is at a crossroads, where the lure of quick fixes and predatory marketing must be challenged by a commitment to ethical practices and the promotion of humane training methods. E-collars and other aversive tools may be marketed as solutions, but the potential harm they can cause to both dogs and their owners cannot be ignored. It is crucial for pet guardians to be aware of these tactics and to choose training methods that prioritize the well-being of their family members.