TV Dog Expert Warns Owners Over ‘Dangerous’ Online Training Advice

The star of It’s Me or the Dog has warned that viral videos can disguise fear and emotional shutdown as obedience, putting dogs and their families at risk.

TV dog expert Victoria Stilwell has spoken out about the dangers of unqualified social media trainers promoting punishment, intimidation and supposed “quick fixes” to struggling pet owners.

The Certified Dog Behaviour Consultant and host of global TV sensation It’s Me or the Dog warned that a large online following should never be mistaken for professional expertise.

Britain’s dog-training industry remains unregulated, meaning anyone can legally describe themselves as a trainer or behaviourist, regardless of their qualifications, experience or understanding of animal welfare.

Experts fear this lack of oversight has created fertile ground for self-styled trainers to share dramatic transformation videos without revealing the effect their methods have had on a dog’s emotional wellbeing.

Victoria Stilwell, Certified Dog Behaviour Consultant and host of It’s Me or the Dog, said: “Social media can be a wonderful place to learn, but it has also given a platform to self-proclaimed experts who have little understanding of canine behaviour.

“A large following is not a qualification, and a dramatic transformation captured in a 30-second video tells you nothing about how that dog is feeling.

“Before following advice, ask who is giving it, what education they have and whether their methods are supported by modern behavioural science.”

Victoria said one of the most troubling online trends was the presentation of frightened or emotionally shut-down dogs as calm and obedient.

She said: “One of the greatest dangers online is that fear and emotional shutdown are being presented as obedience.

“A dog who suddenly becomes still after being frightened, physically restrained or punished has not necessarily learned anything positive. They may simply be too scared to respond.

“Suppressing behaviour might make an impressive before-and-after video, but it does not address why the behaviour was happening and can make the underlying problem much worse.”

The warning comes as millions of families across Britain struggle with their dogs’ behaviour.

Recent estimates of the UK dog population vary, with Dogs Trust research suggesting there are around 13 million dogs, while UK Pet Food’s 2026 survey put the figure as high as 15.5 million.

According to the Dogs Trust National Dog Survey 2025, 90 per cent of owners experienced at least one behavioural problem with their dog during the previous year.

Common difficulties included pulling on the lead, poor recall, barking, fear, reactivity and distress when left alone.

But people searching online for help can encounter a bewildering mixture of conflicting advice, often presented by individuals whose knowledge and practical skills have never been independently assessed.

Victoria warned that advice which appears to have worked for one animal could be entirely unsuitable for another.
She said: “There is no universal training hack that will work for every dog. Behaviour is communication, and the same outward problem can be caused by fear, pain, frustration, anxiety or an unmet need.

“Applying advice from a video without understanding the individual dog is a bit like taking somebody else’s prescription medicine: it might be completely inappropriate and could cause real harm.

“If a problem is serious, seek help from a qualified, positive trainer or veterinary behaviour professional.”

The Animal Behaviour and Training Council has previously warned Parliament that incompetent behaviour work can cause mental suffering and make existing problems worse.

The Blue Cross has also cautioned that inexperienced trainers are increasingly using social media to spread bad and potentially dangerous advice.

Victoria urged owners to be particularly wary of trainers who claim dogs must be dominated or frightened into submission.
She said: “If an online trainer tells you that you must dominate your dog, become the ‘alpha’, frighten them or cause discomfort to gain respect, that is a huge red flag.

“Dogs do not need to be bullied into behaving. Effective training teaches them what we want them to do while building confidence, trust and emotional stability.

“Kindness is not weakness, and there is simply no excuse for using pain, fear or intimidation in the name of training.”
Behavioural difficulties are among the leading reasons dogs are relinquished to rescue organisations, with some animals losing their homes after families feel they have exhausted every option.

Experts believe many of those relationships might be saved if guardians receive appropriate, evidence-led support before problems escalate into a crisis.

Pet Remedy and Companion Animal Wellness have launched Ask the Professional, a service giving dog and cat guardians affordable access to experienced, qualified behaviour professionals who offer humane, welfare-centred guidance.

The service is intended to cut through the confusion surrounding online advice and help families understand what their animals are communicating.

Andrew Hale, emotional wellbeing expert at Pet Remedy, said: “When people are worried about their animals, they need compassionate, individual guidance rather than a viral training formula which takes no account of the animal in front of them.
“Behaviour does not happen in isolation. We need to consider the animal’s emotional experience, physical health, environment, relationships and unmet needs before deciding how best to support them.

“That is why services such as Ask the Professional are so important. They give guardians access to experienced, qualified professionals who will listen without judgement and offer humane, welfare-centred guidance before difficulties reach crisis point.
“Seeking help should never feel like an admission of failure. It is one of the most responsible and caring things a guardian can do.”

Junior Hudson, of Companion Animal Wellness, said: “Guardians are being bombarded with confident-sounding advice, but confidence on camera is not the same as competence.

“A guardian may follow a viral video believing they are doing the right thing, only to see their dog become more fearful, defensive or shut down. Advice should always be given, and taken, with the individual dog in mind. By the time they reach an experienced, qualified professional, both the dog and the family may be in crisis.

“No dog should lose their home because their guardian was unable to distinguish credible help from harmful online opinion. We urgently need higher standards, greater accountability and much clearer direction for guardians on accessing help they can trust.”

The UK Dog Behaviour and Training Charter, supported by both Companion Animal Wellness and Pet Remedy, has also highlighted the difficulties owners face when trying to find appropriately accredited professionals.

The Charter brings together leading behaviour and training membership organisations under a shared code of conduct, ethics and methodology.

Its signatories commit to modern, science-led and positive approaches, alongside transparent complaints procedures and professional accountability.

Concern about misleading advice comes as the RSPCA’s Kindness Index 2026 found animal welfare was Britain’s second most important cause, with almost a third of people placing it among their three greatest concerns.

Further information about Ask the Professional is available at: https://petremedy.co.uk/ask-the-professional/