Ferne McCann attracted a wave of criticism after posting a TikTok clip in which she recreated the viral "Labubu" trend with her cockapoo, Clemmie, and was accused by some viewers of handling the dog too roughly.
In the video, filmed in a kitchen, McCann lifts Clemmie's long ears and holds them upright while mouthing a voiceover from TikTok creator Lilz Bullz that declares: "I have the one and only 24 carat gold Labubu." The sound, which stems from a June video that amassed more than 65 million views, has been widely reused in clips substituting friends, babies and pets for the toy-like figures, with other public figures including Ashley Benson, Madelaine Petsch and The Jonas Brothers taking part.
Several responses to McCann's post criticised the way she handled Clemmie, saying the dog appeared confused and suggesting her ears were being held too tightly. Comments quoted by commentators included: "ur hurting him," "No you can’t do that fern McCann that poor dog," and "rspca .... poor little face so confused and hold ears so tight." One user said they would consider contacting the RSPCA.
The clip is the latest social-media controversy for McCann, who faced public criticism last month after she defended posts showing herself breastfeeding her two-year-old daughter, Finty, in interviews on daytime television. On This Morning she described negative responses to her breastfeeding posts as an example of people "oversexualising" breasts and said some critics may be "triggered" because they had struggled with breastfeeding. McCann said she received far more supportive messages than hostile ones and framed her posts as part of a wider effort to normalise breastfeeding.
McCann, 35, has two daughters: Sunday, seven, from a previous relationship, and Finty, born in July 2023 with her fiancé Lorri Haines. She has previously discussed the differing circumstances of her breastfeeding experiences with each child and said her decision to continue breastfeeding was a personal one rather than a statement about other mothers' choices.
The Labubu audio clip has become a widespread online meme; users across platforms have adapted the sound in short-form videos that swap the original prop for people and animals. While many recreations are light-hearted, some posts have prompted debate about consent and welfare when animals or young children are featured, with viewers and animal-welfare advocates occasionally raising concerns.
McCann did not immediately respond to requests for comment. The RSPCA and social platforms did not issue statements specifically relating to the clip, but organisations and platform moderators have previously urged users to avoid content that may place animals under stress and to report material that appears to show harm.
The episode follows a pattern in which social-media trends draw mixed reactions depending on participants and context; celebrities who participate often face amplified scrutiny. In McCann's case, her recent public profile includes both parenting-related posts and entertainment content, which have prompted public discussion about social-media behaviour, parental responsibility and the treatment of animals in viral content.