Dog Owner Faces Backlash After This ‘Harmless’ TikTok Trend

In the age of viral challenges and influencer-fueled trends, a seemingly innocent video can ignite a firestorm of controversy in a matter of hours. That’s exactly what happened when TikTok user @JessAndMax, a popular content creator with over 1.3 million followers, uploaded a short clip participating in what many deemed a “harmless” trend — until it wasn’t.

The trend? A new viral TikTok challenge where pet owners throw a bedsheet over their dogs, simulating a ghostly “disappearance,” and film their pets’ reactions for laughs. While the trend was met with amusement by some, one specific video triggered outrage and sparked a much deeper conversation about the ethical limits of entertainment — especially when animals are involved.

The Video That Sparked the Outrage

The now-deleted video featured Jessica Miller, a 26-year-old influencer from Austin, Texas, and her golden retriever, Max. In the clip, Jessica giggles as she tosses a large bedsheet over Max. She then calls his name repeatedly while filming his increasingly distressed behavior. Max is seen pacing in circles, whining, and eventually attempting to claw the sheet off — clearly disoriented and anxious.

In the caption, Jessica wrote, “Poor Maxie thought I disappeared 😂😂 #GhostChallenge #DogTok #JustForFun.”

The video racked up 4.7 million views within 24 hours. The comment section, however, quickly turned hostile.

Social Media Reacts: “This Isn’t Funny, It’s Cruel”

What began as a light-hearted trend spiraled into a heated ethical debate. Animal lovers, behaviorists, and even veterinarians weighed in with harsh criticism.

“Dogs rely on sight and smell to navigate their environment. Suddenly depriving them of that and filming their anxiety isn’t cute — it’s inhumane,” one user commented.

“Max looks terrified. How is this entertaining?” asked another.

Prominent animal welfare organizations took notice. PETA tweeted:

“Animals aren’t props for your content. Dogs are sentient beings who feel fear, confusion, and stress. This trend is NOT harmless. #ProtectAnimals”

Jessica attempted to defend herself in a follow-up video, stating:

“Max is fine, you guys. He wasn’t hurt, and he got lots of treats after. It was just a trend, calm down.”

But the damage was done. Hashtags like #CancelJessAndMax and #StopDogTorture started trending. Several brands, including a pet food company that had previously partnered with Jessica, announced they were “reevaluating their relationships.”

The Trend’s Darker Implications

This incident is far from isolated. Over the past few years, TikTok and other short-form content platforms have exploded with pet-related trends — many of which toe a fine ethical line.

Some previous examples include:

• The “Barking at Your Dog” challenge, where owners get in their pets’ faces and bark loudly to capture their reaction — often fear or confusion.

• The “Invisible Wall” challenge, involving placing plastic wrap across doorways to film pets crashing into it.

• Pranks involving fake throwing toys or pretending to abandon pets.

While creators argue it’s all in good fun, critics highlight the psychological toll such pranks may take on animals who cannot consent or understand what’s happening.

Animal behaviorist Dr. Elaine Moore explains:

“Dogs are deeply social creatures. They trust us completely. When we exploit that trust for content — especially content that involves scaring, confusing, or frustrating them — we risk causing long-term anxiety or damaging the relationship.”

The Science Behind Animal Anxiety

Scientific research supports the idea that animals, especially dogs, experience complex emotional responses. A 2021 study published in Animal Cognition found that dogs can suffer from situational anxiety, especially when exposed to unpredictable or distressing stimuli.

“When an animal displays pacing, whining, or escape behavior, that’s not just annoyance — that’s fear,” says Dr. Moore.

In Max’s case, his reaction — pacing, pawing at the sheet, whining — aligns with symptoms of acute stress.

The Double Standard: Would This Be Acceptable With Children?

One of the most controversial aspects of the backlash stemmed from comparisons to how similar content would be perceived if it involved a child rather than a dog.

Imagine a parent covering their toddler’s head with a sheet, calling out their name while they panic, and uploading that footage with laughing emojis. Most would find it cruel and inappropriate. So why is it different for pets?

“The moment you realize that the only reason you think it’s ‘funny’ is because it’s a dog and not a kid — that’s when the red flag should go up,” tweeted animal rights advocate Jasmine Flores.

The Creator Economy and the Price of Virality

Some argue that the rise of influencer culture and the monetization of pets on social media have incentivized this kind of behavior. Dogs like Max are not just companions — they’re content machines. Viral clips can mean brand deals, paid sponsorships, and a growing follower base.

A former TikTok creator, who wished to remain anonymous, shared:

“There’s constant pressure to one-up the last video. The algorithm rewards shock, novelty, and engagement — even if it’s negative. The line between fun and exploitation gets blurrier by the day.”

This monetization pressure might help explain why seemingly kind pet owners, like Jessica, engage in behavior that might otherwise go against their better judgment.

Cancel Culture vs. Constructive Criticism

Still, not everyone supports the backlash. Some believe the criticism went too far, veering into harassment. Jessica reportedly received death threats, doxxing attempts, and abusive messages about her dog.

“Cancel culture helps no one. Educate, don’t annihilate,” one follower wrote in defense.

Others argue the punishment didn’t fit the crime.

“She made a mistake, but the internet acts like she beat the dog. It’s performative outrage.”

This raises an important question: where do we draw the line between accountability and cyberbullying? Is every poor decision grounds for cancellation? Or should we allow room for education and redemption?

Where Do We Go From Here?

The viral nature of the incident has forced a reckoning among content creators, viewers, and platforms alike. Should there be guidelines for filming pets? Should TikTok bear responsibility for trends that can harm animals? Is humor at the expense of an animal ever truly harmless?

Some suggest implementing a “Pet Safety Review” similar to YouTube’s child content restrictions — a way to flag and restrict potentially exploitative animal videos.

Others call for social media platforms to consult animal welfare experts before letting pet trends circulate unchecked.

Ultimately, the goal is not to stop people from sharing their pets online — but to promote responsible content creation that prioritizes the well-being of the animals involved.

Conclusion: More Than Just a Trend

Jessica’s video may have been part of a popular trend, but the backlash revealed a much larger issue. In the race for views and virality, are we losing empathy for the creatures we claim to love?

Pets are not performers. They are not props. And their fear should never be the punchline of a joke.

The controversy surrounding the #GhostChallenge isn’t just about one dog and one video. It’s about the values we endorse, the behaviors we normalize, and the ethical compass that guides us — or fails to.

Next time you laugh at a distressed animal online, pause and ask yourself: “If this were my pet — would I still think it’s funny?”