Tom&Co and Belgian Federation launch awareness campaign

To mark International Assistance Dog Week (3 to 9 August 2026), Belgian pet retailer Tom&Co and the Belgian Assistance Dog Federation (BADF) have launched a national awareness campaign highlighting the role of assistance dogs, the rights of the people who rely on them, and the importance of foster families during a dog's training.

The campaign builds on an earlier Tom&Co initiative under which the retailer hands out free stickers signalling that assistance dogs are welcome in shops and public spaces. In Belgium, it has been illegal since 1 January 2014 to refuse certified assistance dogs — and dogs still in training — access to places open to the public. The partners also remind the public not to distract or pet a working dog, recognisable by its harness or cape, without first asking its handler.

This year's edition puts particular focus on the foster-family stage: for around one to one-and-a-half years, a young dog lives with a host family that supports its early socialisation before professional trainers teach task-specific skills. Overall training takes about two years and, according to the BADF, costs an average of roughly €43,500 per dog. The campaign is accompanied by four video interviews with assistance-dog users and a trainer, and the partners are actively recruiting new foster families.

Founded in 1991, Tom&Co is a leading pet specialist in Belgium, operating more than 200 stores across Belgium, France and Luxembourg alongside its online shops; the online veterinary pharmacy PharmaPets is part of the group.