The Kennel Club has ordered strict new rules affecting 78 different dog species to stop incestuous breeding which can cause the animals ill-health.
Among the breeds targeted by the move is the British Bulldog, which would lose its trademark jowls and wrinkles in favour of smaller faces, longer legs and leaner bodies.
However, the RSPCA has said that the revised standards are not enough to significantly improve animal welfare.
RSPCA chief veterinary adviser Mark Evans said: "We haven't yet had the opportunity to look at the Kennel Club's reviewed breed standards in detail, but our initial concerns are that the changes don't appear to be radical enough to really make a difference.
"We also question how the standards may be interpreted in the show ring."
Meanwhile, the British Bulldog Breed Council says already the revisions are more than enough, and threatens legal action.
On this side of the pond, MoT pulls up a seat in the cynical corner and says give me a break breeders.