Rowena M. A. Packer

Background Demand for brachycephalic dogs has dramatically increased over the past decade, despite growing evidence of strong associations between brachycephaly and severe, chronic disease. Positive post‐purchase attitudes of owners towards brachycephalic dogs are highly intractable, facilitated by normalisation of breed‐related disease and strong dog–owner bonds. Veterinarian‐led pre‐purchase consultations (PPCs) have been promoted as an opportunity to influence acquisition decisions regarding brachycephalic dogs. Methods Using reflexive thematic analysis, this qualitative study investigated veterinarians’ attitudes towards, and experiences of, engaging in PPCs for brachycephalic dogs. Results Veterinarians described significant structural barriers, such as lack of time and staff, and perceptual barriers, such as perceived futility, negative outcomes of PPCs and public distrust in the profession, that combine to inhibit many veterinarians from offering or delivering brachycephalic PPCs. Some of these barriers are intractable at an individual‐veterinarian level and lead to moral distress due to conflicts between veterinarians’ responsibilities to animal welfare versus clients' and business needs, with resultant censorship of authentic views on brachycephalic ownership compromising professional integrity and autonomy. Limitations Wider views and/or experiences may exist outside of the sampled population. Conclusion Stronger veterinary leadership, including from the RCVS, BVA and veterinary corporates, is now urgently required to build profession‐wide solutions that overcome the barriers identified to create public‐facing consensus and innovative solutions to the ‘brachycephalic crisis’.