Almost a third of British pet owners spend a total of £36 million every year indulging their dogs with birthday presents, cakes and parties on their special day, according to new figures.

Direct Line Pet Insurance discovered 70 per cent of dog owners mark the occasion of their pooches birthday with a special present, with toys being the clear favourite, while 11 per cent sing 'happy birthday' to their hound and one in ten actually buy it a card.

Four in ten owners admit to loving their dog more than some of their relatives and one in ten said celebrating a child's birthday was on a par with the dog's birthday.

Chris Price, head of Direct Line pet insurance said: "Treating our dogs to the same pleasures we enjoy on our birthdays shows just how much a nation of dog lovers we are. Some pleasures such as special extra long walkies even benefit the overall well being of the dog.

"Although owners are acting in good faith, they do need to be careful not to over-indulge their dog with sweet treats that are bad for them since this could lead to health problems and expensive visits to the vets."