New Dog Ownership Guide helps Londoners discover that the greatest acts of love aren’t always the most obvious

The UK’s largest dog welfare charity, Dogs Trust, has today launched the Dog Ownership Guide (DOG), developed in partnership with the RSPCA, to help owners understand that some of the greatest acts of love aren’t always the most obvious.

Developed following one of the largest consultations of its kind, receiving more than 36,000 responses from members of the public alongside contributions from more than 30 organisations, the Guide provides, for the first time, a shared definition of responsible dog ownership and practical guidance to help both new and experienced owners throughout every stage of their dog’s life.

Built around five core pillars, the Guide encourages owners to see responsible ownership as much more than meeting a dog’s basic needs.

Good Life – Meet your dog’s physical, emotional and behavioural needs so they can enjoy a happy, healthy and fulfilling life.

Safe and Secure – Protect your dog, other people and animals by preventing harm and making safe, responsible decisions every day.

Good Citizen – Be considerate and respectful in shared spaces, helping dogs and communities live happily alongside one another.

Lifetime Commitment – Recognise that owning a dog means continually learning, adapting and caring for them throughout every stage of their life.

Community – Seek and support trusted advice, services and environments that help dogs and their owners thrive together.

Dogs Trust commissioned new research among 2,500 current and prospective dog owners, including 360 in London to explore attitudes towards responsible dog ownership. The findings reveal that while owners have a strong foundation of responsible dog ownership, many still instinctively associate love with visible acts of affection, rather than guidance, protection and long-term care that underpin a happy, healthy life.

On average 76% of owners recognise treats, toys and quality time as acts of love. However, as behaviours become less about affection and more about guidance, protection and welfare, owners become increasingly likely to view them as responsibilities rather than expressions of love.

By providing a shared framework for dog owners, organisations and policymakers alike, the DOG aims to encourage consistent, preventative approaches that improve dog welfare, strengthen communities and help more dogs enjoy happy, healthy lives. At its heart the DOG encourages owners, and prospective owners, to think more deeply about what loving a dog really means.

A scoring framework was developed within the survey to benchmark both current and prospective owners against the principles of the DOG. Current owners scored 57.94 out of 100, the lowest overall score among regions, scoring lowest on Welfare & Wellbeing and Understanding Dogs categories. However, they top the table for Advice & Learning indicating that most owners are open to learning from trusted advice rather than relying solely on existing knowledge. This aligns closely with the Dog Ownership Guide’s principle that responsible ownership requires continual learning and adapting as a dog’s needs change.

Prospective owners scored 54.3 out of 100, again the lowest overall region Together, the findings show that while many people are well-intentioned and committed to responsible ownership, the DOG has an important role in building the knowledge and confidence needed to support positive, lifelong relationships between people and their dogs.

The research reinforces why this guidance is needed. The widest perception gaps appear in everyday moments designed to keep dogs safe. While 82% of owners recognise giving treats as an act of love, fewer than half (46%) say the same about keeping a dog on a lead when appropriate, and just 46% recognise preventing their dog from approaching another dog as an act of love, despite 80% acknowledging it is the responsible thing to do.

The research also identified a clear ‘Love Recognition Gap’ when owners and prospective owners were asked to classify different everyday actions as either an act of love, an act of responsibility, or both. Interestingly, London tops the table here for the smallest overall gap. A smaller gap indicates that owners are more likely to see responsible ownership behaviours as genuine expressions of love, rather than viewing love and responsibility as separate concepts. This aligns closely with the ambition of the DOG Guide, which seeks to redefine responsible ownership by showing that everyday decisions to protect, guide and care for a dog are among the greatest acts of love owners can demonstrate.

Visible Love (Good Life) – Treats, toys, play and quality time are recognised as acts of love by 76% of owners, compared with 58% who also recognise them as acts of responsibility.

Practical Care (Lifetime Commitment) – Behaviours such as regular vet visits, a healthy diet and giving medication are recognised as acts of love by 58% of owners, compared with 79% who see them as acts of responsibility.

Protective Love (Safe & Secure) – Actions such as recognising body language and removing dogs from stressful situations are seen as acts of love by 56% of owners, versus 75% who view them as responsibilities.

Responsible Guidance (Good Citizen & Community) – Training, reliable recall, keeping dogs on a lead where appropriate and seeking trusted guidance show the widest Love Recognition Gap, with just 55% recognising these behaviours as acts of love despite 80% recognising them as acts of responsibility.

This suggests the greatest opportunity isn’t helping owners understand what is responsible, as they already do, but helping them recognise that responsibility is itself one of the clearest expressions of love.

Owen Sharp, Chief Executive at Dogs Trust comments: “When we think about loving our dogs, it’s natural to picture the moments we both enjoy, a walk together, a game in the park or giving them a favourite treat.

But some of the greatest acts of love are often the hardest ones. Walking away from a stressful situation, keeping your dog on a lead, setting boundaries, asking for help or making decisions that protect their long-term wellbeing may not always feel affectionate in the moment, but they’re often the decisions that keep dogs happiest, healthiest and safest.

Responsible dog ownership isn’t about being perfect. It’s about continuing to learn, understanding what your dog needs and making informed choices throughout their dog’s life. Because sometimes the greatest act of love isn’t the easiest decision, it’s the one that’s in your dog’s best interests.

That’s exactly why we’ve developed the Dog Ownership Guide – to help owners feel confident making those decisions throughout every stage of their dog’s life.”

Over four in five owners (83%) describe themselves as either always interested in learning new approaches or open to advice from trusted sources. Yet nearly half (46%) admit they have been reluctant to seek advice or support because they worry about being judged. The findings highlight a clear need for trusted, judgement-free guidance, reinforcing why the Dog Ownership Guide has been developed to support owners at every stage of their journey.

The research also found that just 7% of owners spontaneously associate showing love with managing challenging behaviour, 6% with making difficult decisions for their dog’s wellbeing and 7% with seeking help when needed.

The Guide provides practical, evidence-based advice to help both current and prospective owners build confidence in understanding canine behaviour, making informed decisions and navigating the realities of responsible ownership.

Dr Samantha Gaines, dog welfare expert at the RSPCA, said: “Owning a dog is one of the greatest joys in life; but it’s also a huge responsibility. And being a responsible dog owner means doing the best for our pets but also for those people around us.

“Amid the cost of living crisis, and with life so busy, being a responsible pet owner can feel daunting to some. But the Dog Ownership Guide explains exactly what owners need to do to keep your dog happy, and keep them and others safe.

“There are sadly many welfare and societal problems associated with irresponsible dog ownership today, but we believe that this Guide – if adopted and used across society – will help us tackle these head-on.

“This guide offers a one-stop shop for improving dog welfare and reducing the number of dogs suffering cruelty and neglect or ending up in rescue centres, easing the pressure on local authorities, police and charities, and better protecting public safety.”

From recognising early signs that a dog is uncomfortable to understanding public etiquette and making difficult welfare decisions, the Guide encourages owners to see responsible ownership not as a destination, but as a lifelong commitment to learning and adapting alongside their dog. Together, Dogs Trust and the RSPCA hope the Guide will help more people recognise that responsibility isn’t separate from love, it’s one of the clearest expressions.