UK Charity PDSA (People's Dispensary for Sick Animals) has featured the above picture on its Facebook page today.
Is it to illustrate the horrors of being an extreme brachycephalic breed like this pug? (After all the PDSA has ruled recently that it will no longer offer free/subsidised treatment to more than one purebred dog per household given the increased veterinary costs associated with pedigree dogs).
Or is it, perhaps, to spell out the horrors of dogs overheating in cars on a sunny day?
Or even to point out the dangers of stenotic nares (very narrow nostrils)?
Er no. It's a caption competition - "for a bit of fun this Friday".
I'm sure they would welcome some suggestions. You can do that here.
1/2/14: The PDSA has now removed the photo from its Facebook page. Response to my query from Head of PR Mary Bawn: "Dear Jemima. Apologies it was an error and has been removed. Thank you for flagging. Best wishes, Mary"