THE slogan “a dog is for life, not just for Christmas” appears to be getting through to pet owners, according to new research.

To celebrate the 30th anniversary of the iconic slogan the Dogs Trust looked at trends over the last three decades, including the number of dogs being offered as Christmas gifts.

Research showed that 1.8 per cent of today’s dog owners received their pets as a gift – about 131,400 – compared with 20 per cent in 1978 when the slogan first made the headlines.

Chris Slight, who is the rehoming centre manager for Dogs Trust Evesham, said: “We know that dogs are still being bought as gifts and that’s why we don’t rehome dogs for two weeks during the festive period to discourage people from buying them as presents.

“Although we are open at that time visitors can reserve a dog.

“Our kennels are always full and sadly during the course of the new year we have to turn away, on average, 19 dogs due to limited space.

“Taking on a dog is a long-term commitment and the cost implications of owning a dog should not be overlooked. There is clearly much work to be done and we urge people to think seriously before buying a dog as a Christmas present.”

Clarissa Baldwin, Dogs Trust chief executive, said: “I’m delighted that the dog is for life slogan has made such an impact and has helped save thousands from unsuitable homes. I would like to think that some day our slogan will be redundant, but with the problems of puppy farms and puppy superstores it is just as relevant today as it was in 1978. Our anniversary offers the perfect opportunity to remind people that dogs are not fashion accessories or disposable items that can be upgraded or discarded within a few months.”