The RSPCA is campaigning to ban the practice of dog ear cropping after cases surged by more than 600 percent over the past six years.
The practice, which is illegal in England and Wales, involves cutting off part of a dog's ear lobes and - essentially - it is done to achieve a certain look.
There's no evidence to suggest that it helps the dogs at all, quite the opposite, in fact.
That's why the RSPCA and celebrity animal advocate Ricky Gervais want to see the practice clamped down on further.
New figures released in February showed a 621 percent increase in reports raised with the charity concerning ear cropping between 2015 and 2020.
Despite the cruelty, the practice is still legal in some places around the world such as the United States and some European countries.
That has led to fears that animals are being sent abroad for the procedure, or purchased and imported in from overseas.
RSPCA dog welfare expert Dr Samantha Gaines said: "Ear cropping is a barbaric practice that is illegal in England & Wales. But, worryingly, we're seeing an upturn in the number of reports being made to our cruelty line about dogs with cropped ears and we're extremely concerned that this trend is becoming increasingly normalised, glamorised and popular.
"We fear that images being shared on social media and used within advertising as well as high-profile sports stars and celebrities buying dogs with cropped ears is making the look more popular and maybe influencing others to do the same."
A petition that was created by dog trainer Jordan Shelley to ask the government to ban the importation of dogs with cropped ears gathered more than 45,000 signatures received support from Gervais, who added: "It's horrific to think that something as barbaric as ear cropping still goes on. It causes these poor dogs so much suffering and it's completely unnecessary.
"To think anyone would do this to an animal just for the sake of image is disgusting."
The government has previously stated that ear cropping is 'abhorrent', and that politicians will explore further options to tackle the importation of dogs that have been mutilated in such ways.
Ear cropping is usually carried out for cosmetic purposes - sometimes to make a dog look more intimidating - and can lead to serious and long term welfare implications for the health of the dogs and their behaviour.
Featured Image Credit: RSPCATopics: UK News, Animals, Dogs