If your dog has ever made a sudden, alarming snort-snort-snort sound, like they're rapidly inhaling through their nose in bursts, and then stopped abruptly and seemed completely fine, you've witnessed reverse sneezing. It's far more common than most pet parents realize, and in most cases it's completely harmless.
What's happening: In a normal sneeze, air is rapidly expelled outward through the nose. In a reverse sneeze (pharyngeal gag reflex), the dog rapidly and forcefully inhales through the nose, producing a distinctive snorting, honking, or "goose honking" sound. The dog typically stands still, neck extended, with their elbows pointed outward. Episodes usually last 15–30 seconds and stop on their own.
Common triggers:
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Nasal irritants, dust, pollen, perfume, smoke, cleaning products
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Eating or drinking too quickly
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Excitement or pulling on the leash
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Nasal mites
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Allergies
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An elongated soft palate (more common in brachycephalic breeds, Pugs, Bulldogs, Boxers)
What to do during an episode:
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Stay calm, your dog takes their cue from you
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Gently place your thumb over one nostril briefly to encourage swallowing, which usually stops the episode
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Gently massage the throat
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Offer water or a small treat
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The episode will typically stop on its own in under a minute
When to call your vet:
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Episodes are becoming more frequent or severe
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Your dog seems distressed or can't catch their breath between episodes
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There is nasal discharge, nosebleeds, or facial swelling
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The sound is accompanied by coughing, gagging, or wheezing
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You have a young puppy, frequent reverse sneezing in puppies can sometimes indicate nasal mites
In most healthy adult dogs, occasional reverse sneezing is a quirk, not a concern. But a pattern change, suddenly happening much more often, is worth a phone call to your vet.