The UK's Golden Labrador population is barking mad over a change of direction in toilet roll advertising.
And they claim 'ruff' treatment by the advertisers is putting young Labradors' futures in danger.
For years, TV viewers have enjoyed the antics of cute Labrador puppies getting tangled up in long rolls of Andrex toilet tissue.
But in the latest commercial, the live puppies have been replaced by computer generated animations.
The new ad depicts a pup getting his home ready for the return of his wife or partner - these preparations obviously include placing a fresh toilet roll on the holder.
Meanwhile, we see the wife/partner on her return journey in a taxi, making faces at cheeky children on a school bus!
Spokesman for the Labrador (Golden) Branch of the National Canine Union, Rex, told us: "This is despicable treatment of our members and completely caninist!
"These new ads take vital work away from our members at a time when everyone is feeling the pinch. Toilet roll advertising was a valuable income stream for our members, and the youngsters involved were glad of the cash - especially in the light of the Conservative-led government's horrendous college fees announcements!
"Furthermore, the previous ads depicted our youngsters as they are - playful and loving kids. Now they've given the pups human qualities - adult human qualities at that.
"It's insulting to Labradors everywhere and we intend to protest to Andrex in the strongest possible term.