A mixture of might and charm, the boxy pups have become Australia's must-have pooch.

Over a six-year period from 2010-16, the ‘Frenchie’ had a 349 per cent increase in registrations with the Australian National Kennel Council (ANKC). 

Their popularity soaring amid the age of social media and the breed becoming prolific for creatively-posed photos that owners regularly post online.

But now, after their rise in popularity, the Australian Veterinary Association (AVA) is urging people contemplating buying one, to ask whether the breed is best suited to their lifestyle.

“People who are considering buying a flat-faced dog should consider the potential longer-term healthcare costs,” president of the AVA Dr Paula Parker said.

“These brachycephalic (flat-faced) dogs don’t have normal muzzles, so they have difficulty breathing, sleeping and exercising as a result. They can’t easily cool themselves in warm weather, and the soft tissues in their throats can swell and block the passage of air."

The AVA’s warning follows many spur-of-the-moment purchases, many inspired from the social-media fame.

On one of the country's leading purebred dog websites, DogzOnline, French bulldogs are the most advertised breed. With 70 litters listed, they lead the German shepherd (44), Labrador retriever (40), Staffordshire bull terrier (39), rottweiler (30) and border collie (28).

The lead in advertisements reflect figures from the ANKC which show a 349 per cent increase in Frenchies registered each year from 2010 (918) to 2016 (4122). 

Number of dogs registered each year in Australia | Source: ANKC

"All dogs go through stages [of popularity]," Hunter French bulldog breeder Debbie Bridge said. "They're a lovely, loyal, affectionate and quiet dog that don't require a great lot of exercise, so they're great for busy families."

But such has been their surge, the buying market is now awash with many unregistered breeders. ANKC research suggests their registrations only make up 15 per cent of dogs bred in Australia each year.

"Because the price of Frenchies is so high at the moment due to their popularity, everybody's tried to get on board with it," Mrs Bridge said. "Unregistered breeders have popped up everywhere."

Average prices of Frenchies sit between $3500 to $4500, but some can sell for well above those amounts depending on desirable qualities.  

But conjecture surrounds unregistered breeders breeding for specific colours, rather than physical features, in an effort to earn top-dollar. 

Recognised French bulldog colours are brindle, pied and fawn, and registered breeders are not supposed to breed with coloured varieties.

While dog breeders in New South Wales are not required to be registered, buyers of pups are encouraged to purchase from a Dogs NSW registered breeder to secure a healthier animal.

Given their possible health problems, people buying from unregistered breeders are at far greater risk, often unaware of the ongoing costs involved in looking after their dog.

Marissa Hogarth, president of the Melbourne-based French Bulldog Rescue and Adoption Association has been rescuing and re-homing Frenchies since 2011.

A registered, not-for-profit animal welfare charity, the organisation has seen an increase in the amount of dogs needing care.

"We've had well over 150 through our doors since we started, but for a dog that's so pricey that shouldn't be happening," Mrs Hogarth said.  

Mrs Hogarth believes the Frenchie has become so popular because of the social media craze.

"It's that 25 to 35-year-old age group," Mrs Hogarth said.

"You've got good money coming in, you're very socially active and it's basically get your 'cafe-latte' dog and open your Instagram account."

Agreeing with their prominence online, Dr Parker of the AVA concluded by offering Frenchie lovers some simple advice.

"Trends take off on social media and they're a bit of an Instagram dog, but they're great pets and lovely dogs," she said.

"We're not against them by any means, it's just really making sure people are aware they're lovely, but they've got lots of problems.

"And our message for breeders is that we want these dogs to be as healthy as possible."

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