Dog owners will take their pooches for a stroll down a popular Auckland beach this afternoon in protest against a ban on online sales of certain breeds.

Trade Me is ending the sale of pugs, British bulldogs and French bulldogs from March due to a medical condition they share, brachycephalic obstructive airway syndrome, which makes them such snorty, noisy breathers. Some have trouble exercising, while they can also overheat.

Those breeds can still be listed for adoption.

Upset dog owners will take to Orewa Beach at 4.30 this afternoon for an event called 'short-nosed dogs love life'.

It's a peaceful stand against Trade Me's new rule, which they say is discriminatory.

Anyone who loves dogs, of any breed, is welcome to join.