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Earlier this month, the executive board of the American Veterinary Society of Animal Behavior  (AVSAB) issued a statement that it was “deeply troubled” by the Merial ’s decision to partner with Cesar Millan  to promote their products. Merial is a huge animal-health company and the maker of Frontline and Heartgard. As part of the promotion, the company is offering veterinary clinics a free Cesar Millan DVD titled “Mastering Leadership!” for any client who purchases either Frontline or Heartgard this summer.
“Merial’s executives may not be aware of the fact that the American College of Veterinary Behaviorists (ACVB ), the AVSAB, and the Society of Veterinary Behavior Technicians (SVBT ) have uniformly spoken out against the coercive, ‘dominance’-based techniques employed by Mr. Millan on his television show ‘The Dog Whisperer.’”
The AVSAB statement continues, “At best, the show is entertaining but misleading to pet owners. At worst, Mr. Millan’s techniques and misinformation have contributed to increased aggression and anxiety or resulted in physical injury to the pet and/or pet owner. As practicing veterinarians, we all unfortunately have seen many cases of the latter. Merial claims to ‘enhance the health, well-being, and performance of animals.’ Asking veterinarians to recommend that their clients seek behavior information from Mr. Millan speaks otherwise.”
In general, I’m inclined against this promotion even without Millan. I’m skeptical about direct-to-the-consumer appeals by pharmaceutical companies. It’s not that I think doctors or veterinarians should be the only ones with information, but advertising and promotion (a free training video, for example?) is rarely about meaningful education. On top of that, there’s reasonable debate over Millan's approach. Do veterinarians—with our trust vested in them—really want to be seen as promoting his ideals?