Genuine concern or virtue-signalling? The moral panic around dogs in hot weather

Telegraph

12-08-2025

There are few dog trainers as straight-talking as Lee Jones, 45, from Chelmsford, Essex. His 830,000 social media followers seem to love his unfiltered, 'no bull----' approach to dealing with our four-legged friends.
His posts regularly take a pop at owners who buy potentially dangerous breeds or treat their dogs like children. But lately, he's set his sights on a new target – one that has struck an emotive chord with the UK's 10-million-plus dog owners: people who walk their dogs in searing temperatures instead of, as vets and some vocal dog-owning advocates recommend, during the cooler parts of the day.
'I see dogs being walked even when it's 30C ', he tells The Telegraph.
'People are set in their ways and take them with them to the park or pub – anywhere they are going. But these people never walk their dogs when it's peeing it down with rain, so why in the heat?
'It's completely dangerous for the dog, as they could die of heatstroke – and it drives me mad. Sometimes I even see dog walkers load dogs into their van when it's like an oven. That's people just wanting to make money; it's disgusting. Then there's always some idiot saying dogs cope with heat in other countries so why not here? But those dogs have adapted to those temperatures, and that's not the case in the UK.'
Jones says his videos are intended to educate owners, many of whom bought their first dog during the Covid lockdown. (Data from The Kennel Club shows there were 351,000 puppy registrations in 2021, a 40 per cent jump from the previous year.)
@leejonesofficial If your dog walker or trainer is willing to take your dog out in this type of heat in the uk that is disgusting and all they care about is the money, please don't walk dogs in this heat. #dogsoftiktok #dog #dogtrainingtips #dogtrainer #dogtraining #dogs ♬ Inspirational - neozilla
His tough-love approach to dealing with 'hot dogs' has gained huge support online, with people seemingly eager to showcase their dog-owning credentials. Occasionally, some brave individuals suggest there may be valid reasons for taking dogs out in the heat and argue it's unfair to judge without knowing the full circumstances. But for many keyboard warriors, it's simply wrong, and those who don't conform deserve to be called out.
'I just shouted at a woman walking her dog. I felt like a right Karen, but it triggered me,' writes one woman under one of Jones's videos. Another post reads: 'It's 10.50pm and I've just got back from a short walk with mine. I'll be up again at 4am to take her out again.'
Such smug and judgmental messages are now commonplace among social media's morality police, where 'shaming' of those who don't follow 'heatwave dog etiquette' has reached fever pitch.
While it is generally recognised that dogs shouldn't be left in a car on a hot day (it's against the law to fail to protect your pet from pain and suffering), the rise in extreme heat – with the UK experiencing three heatwaves already this year – has led, according to dog lovers on TikTok and Instagram, to many more unwritten rules to follow.
First comes the pavement test: if it's too hot to hold your palm on the surface for five seconds, it's too hot for paws. Specialised boots can be purchased to help in this situation.
Next are warnings about sunburn: short-haired dogs with pale fur, such as bull terriers, are especially vulnerable. Owners are urged to provide constant access to shade and a steady supply of cold (but not icy) water. Running or cycling with dogs in the heat is considered reckless, and dogs with heavy coats should be groomed regularly to reduce excess fur.
All this, experts say, is designed to reduce heatstroke, which occurs when a dog's body temperature rises to dangerous levels, typically above 40C, and the dog can no longer cool itself. Without immediate veterinary treatment, heatstroke can lead to collapse and even organ failure. Figures from the Kennel Club show that one in seven dogs with heatstroke die.
Of course, no decent dog owner would wish this on their mutt, and most take reasonable precautions, but equally, whether it's 90C or not, life has to go on and can't always revolve around the family pet. Yet for some dog lovers, seeing others disregard these guidelines to the letter is enough to push them over the edge.
'I have an 11-year-old husky called Poppy, and get up at 5am to walk her when it's hot,' says Lisa Ventura, a cyber specialist based in Worcester. 'I don't begrudge it, as she is my world, and keeping her safe and cool is my priority.'
Ventura continues: 'I live close to the river Severn and see lots of people walking their dogs in the extreme heat. Some of the dogs are clearly struggling and panting like mad, so I shout out of the window, asking what the hell they are doing walking their dog in the middle of the day.
'They generally don't respond; they just pick up the pace and hurry away. I don't feel smug, like I'm better than them, but I have a strong sense of justice. This sort of thoughtless behaviour makes me so cross and I want to confront them.'
Perhaps we shouldn't be surprised by this unleashed fury, given the UK's obsession with ever-more cosseted pooches. The UK pet care market – covering food, accessories, walking, veterinary care and grooming – is projected to be worth £16.5bn by 2033, up from £9.5bn in 2024.
One recent advertisement tapping into the nation's anxieties about being the best dog owner was for the fresh dog food subscription service Butternut Box. It showed a self-satisfied woman watching in wonder as her dog ate, with the caption: 'Who's a good human? You are.'
Perhaps unsurprisingly, companies are keen to capitalise on owners' concerns about hotter weather. Pets at Home recently launched a 'cooling collection' for dogs, featuring sprinkle mats, chill-out beds and even UV-protective dog bandanas.
Collette Walsh, 45, a PR consultant from Prestwich, Manchester, knows all about this indulgent behaviour. Nothing is too much for her two pomeranians, Anton and Archi, which she regularly posts on Instagram – sitting in buggies and wearing sunglasses.
'My dogs are lockdown dogs, and I don't have children, so I do spoil them rotten,' she says.
'I wash them with organic shampoo, and blowdry them on the cold setting of my £450 Dyson hairdryer. They also have a fan when it's hot, and a cooling air purifier at night. Plus I freeze slices of cucumber and apple for them to have as crunchy snacks.
'I wouldn't dream of walking them in the heat. I'm up at 6am, and take them for a short walk of just 10 minutes. I don't like to see any dog suffering.'
On the other hand, a recent survey by online pet care marketplace rover.com revealed that 43 per cent of dog owners walk their dogs when it is 24C outside – a temperature considered dangerously high, where heat-related health risks can escalate.
One in three admitted to noticing signs of heatstroke, such as heavy panting, but didn't end the walk. Many were unaware that flat-faced breeds such as pugs and bulldogs are at higher risk due to their limited breathing abilities. Some also believed dogs could self-cool and would instinctively seek out shade.
Adem Fehmi, a dog behaviour expert based in Hertfordshire, warns: 'Dogs can't sweat like humans; they can only cool down through panting and their paw pads, which makes them incredibly vulnerable to overheating.'
Fehmi continues: 'Many dogs won't stop when they're struggling. A dog's genetics, loyalty and eagerness to please mean they might keep going even as their body temperature rises to dangerous levels.'
Still, whether a dog owner is malicious or simply ill-informed, they risk being publicly shamed when walking their pet in the heat.
Marc Foley-Comer, 45, a PR consultant from Derbyshire who owns a Jack Russell and a chihuahua, feels people have become increasingly judgmental.
'Our whole routine changes during heatwaves – walks early in the morning and late at night,' he tells The Telegraph. 'But we don't have a garden, so we have to nip them outside at lunchtime to do their business, and we're very conscious of being 'shamed' for doing this.
'I've seen several posts in local Facebook groups shaming people for walking their dogs in the heat, even with photos. We've taken to carrying our dogs down the road to the park to let them do their business; something I never worried about before. I just think people are way too judgmental, and everyone now thinks they're an authority on dogs.'
Sian Lawley-Rudd, an ethical dog trainer based in Burton-upon-Trent, Staffordshire, has also found this dog-eat-dog world tricky to navigate. 'I've always noticed some judgment around dogs, especially if they're not quite under control. But the hot weather seems to make people more irritable and judgmental,' she says.
Lawley-Rudd reveals that many of her clients, whom she considers conscientious dog owners, are 'paranoid' about being shouted at.
'I've had clients who get shamed for taking their dog out very briefly [in the hot weather] just for a toilet break, simply because it won't go in the garden,' she adds. 'Similarly, I know others who drive their dogs to woodland areas with the air conditioning on and constant access to water. Yet they still feel judged for even leaving the house with them.
'It's created a culture where people are scared of being criticised, even when they're making thoughtful decisions based on their dog's individual needs. My clients say it's even worse online – full of nasty busybodies and virtue signalling.
'These posts aren't meant to help. They're completely judgmental. Sadly, this is how society is now. It's depressing.'