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Your dog is likely obese if you can't see a difference between his ribcage area and his abdomen. Dogs become overweight due to lack of exercise, overeating, and occasionally a genetic tendency for extra pounds.
To fix your dog's pudginess, put him on a food diet and increase the amount of his exercise. Go for longer walks, play that extra game of fetch, and limit the amount of treats.
Be consistent and patient. It may take a while for you to see some results, but your canine's health is worth the time and effort.