We must NOT forget in the sport of dogs, the market value of an animal is directly related to its phenotype.

Conscious and respected breeders base their genetic studies researching photos of magazines, books and/or the web.

After all, the challenge is to use genetics in order to breed specimens closer to the  standard as possible.  Certainly we all want  perfect dogs and many would like to have their OWN without that little imperfection! Today, having all the digital resources available, many photo professionals inadvertently alter the dog's phenotype, even before the breeder or owner have a chance to evaluate the original photo. This "guarantee" a sale and the owner's satisfaction but what about the real value of that one particular animal? And the genetics? What about the improvement of the breed? Thinking about the subject, I started posting notes to my adds: Photo: 'Johnny' Phenotype: not altered .

I invite my friends, animal photographers to do the same. After all, what kind of references be to the future generation of breeders to use, when studying for a breeding plan? What/which to believe if most photographs have been altered? Photo editing the phenotype of an animal is and should only be valid when the product itself is NOT the dog's genetic and should ONLY be used when advertising tangible goods. In which case, the dog's name should not even be considered since it is a computer's creation.

Digital resources should only be valid to correct and/or to alter a background, to erase a leash or a minor cosmetic problem acquired on the coat in a way that it does NOT compromise the dog's outline.Our opinion is that it has to be done with transparency.

Whenever the dog's phenotype is altered, the advertiser should declare: photo for illustration purpose only (such as in regulated publicity)

After all, why years of genetic improvement was done, if any photographer with  little knowledge in Photoshop can change an ordinary into an excellent specimen? Based on this principle I ask you to re-evaluate these photos. To my colleagues, a reflection on photography:  The eternal document of truth and now perpetuating lies (the truth be told by lies).