Recent Online Allegations

 

We know that some customers may have seen allegations about Bruce’s online or in the media. We understand why this may feel unsettling. Customers trust us with members of their family, and we take that responsibility extremely seriously.

The welfare, safety and wellbeing of the dogs in our care will always be our first priority. Bruce’s is a licensed and regulated dog day care provider, and each of our centres is overseen by the relevant local authority licensing team. We welcome that independent oversight. It means our centres are checked against the standards expected of licensed dog day care providers, helping customers feel confident that Bruce’s is being properly assessed, held to account and focused on providing safe, responsible care.

That oversight has been especially important during this recent period of heightened scrutiny. Since 2018, Bruce’s centres have been inspected by local authority licensing teams 40 times in total. In the last year, since the recent heightened scrutiny began, our centres have been inspected 15 times, including 9 unannounced visits. Every one of those inspections has resulted in Bruce’s retaining a 5-star licence rating.

This independent scrutiny helps reassure customers that Bruce’s centres are being properly checked, that issues are addressed where they arise, and that our teams remain focused on the safe, responsible care of every dog entrusted to us.

A significant amount of the material being circulated online is misleading or false. The result is that customers may be given an inaccurate impression of Bruce’s standards and operations.

We do not dismiss genuine concern. Any business caring for dogs should expect scrutiny, high standards and accountability. However, the conduct Bruce’s is now facing has gone far beyond legitimate scrutiny. Alongside false, defamatory and misleading material being posted online, Bruce’s has had to deal with serious real-world consequences. Staff have been filmed, followed and confronted while working; empty vehicles have been targeted; customers and supporters have been put under pressure; commercial partners and licensing officers have been contacted; and threats of physical violence have been directed at Bruce personally.

That is not reasonable criticism. It is a sustained attempt to damage the business, intimidate people associated with Bruce’s, and undermine the staff who care for dogs every day. It cannot be allowed to continue unchecked.

For these reasons, Bruce’s has initiated legal action. The individual behind the campaign is not a Bruce’s employee and is not a whistleblower of Bruce’s. Genuine concern for dogs matters deeply, but it does not justify false claims, harassment or attempts to disrupt the business. We will not conduct a public argument in comment threads or respond to every post online. Instead, we will rely on evidence, due process and direct engagement with customers, regulators and other stakeholders who have genuine questions.

Our focus remains where it should be: caring for dogs safely, professionally and responsibly; supporting our teams; engaging properly with regulators; and giving customers confidence in the standards we work to every day.

If you are a Bruce’s customer, or are considering using Bruce’s, and have questions about our standards, our centres, transport, supervision or your dog’s day with us, please contact your local Bruce’s team. We will always be happy to speak with you directly.