Former TOWIE star Ferne McCann faced swift online backlash after posting a TikTok clip in which she recreated the viral "Labubu" trend with her cockapoo, prompting some viewers to accuse her of hurting the dog and threaten to contact the RSPCA.
In the short video, McCann, 35, lifted the animal's long ears and held them upright on the dog's head while mouthing a voiceover that says, "I have the one and only 24 carat gold Labubu," then laughed and hugged the pet. The sound originated with TikTok creator Lilz Bullz, whose June video claiming to pose with a "24 karat gold Labubu" became a global meme and has been reused in thousands of recreated clips by users and celebrities.
The clip drew predominantly critical responses on social platforms, where multiple users objected to McCann's handling of the dog. Comments cited by media and users included "ur hurting him," "No you can’t do that fern McCann that poor dog," and "the dog looks so confused." One user explicitly threatened to contact the RSPCA, writing, "rspca .... poor little face so confused and hold ears so tight." Other posts described the incident as an example of inappropriate treatment of animals in social-media content.
The Labubu sound has been widely repurposed in light-hearted videos featuring friends, babies and pets, and high-profile figures have taken part in the trend. Celebrities previously associated with Labubu recreations include Ashley Benson, Madelaine Petsch and The Jonas Brothers.
McCann has in recent weeks been at the centre of separate controversy over social-media posts documenting her breastfeeding of her two-year-old daughter, Finty. She spoke about that debate on ITV's This Morning, defending her decision to share images and saying critics were oversexualising women's breasts or may feel "triggered" because of their own experiences. "I didn't want to offend anyone. I think that's the thing with me, that yes I'm pro breastfeeding, but that doesn't mean I'm anti formula," McCann said on the programme. She added that she had received more supportive than negative feedback, saying, "I think with every negative comment, there has been 10 positive comments. That's so hopeful."
Her comments on breastfeeding drew responses from some viewers who said the posts placed pressure on mothers who had been unable to breastfeed, while others accused McCann of seeking attention. Social posts reacting to the television appearance included lines such as "Not all mums can breastfeed, the pressure is insane" and suggestions that the segment felt like "more about the needs of the mother than of the child."
McCann welcomed daughter Finty in July 2023 with her fiancé Lorri Haines and is also mother to daughter Sunday, seven, from her previous relationship with Arthur Collins.
The Labubu trend remains widespread on TikTok and other social platforms, with creators continuing to reuse the sound in a range of comedic and staged clips. McCann has not publicly addressed the specific criticism surrounding the video with her pet.