The popular novels, which were written by real life Yorkshire vet Alf Wight, depicted Herriot - and others like him - as working all hours, doing favours for clients free of charge and being paid in cake, all with scarcely a mention of how he made ends meet.
This misguided image still informs expectations of the profession today, they say.
Henry Tremaine, a specialist in equine surgery and dentistry, said: "The nostalgic thing is of this romantic life driving around in an old car being appreciated by the clients - but actually the reality is working very long hours in stressful conditions with poor reward, being poorly equipped, and with unappreciative clients.
"That’s being consigned to history - gradually - but I think the public still cling onto the notion that that’s what a vet’s life is."
His comments echo those of BSAVA President, Sue Patterson, who earlier this year blamed James Herriot for the assumption among some clients that vets' love of animals would make them prepared to work for nothing: "I think James Herriot is to blame because we’re all supposed to love animals and work for nothing, but we all run businesses."
At the BEVA Congress earlier this month, equine vet and congress speaker, Ben Mayes, who graduated in 1992, also criticised the Herriot legacy for making it harder for vets to achieve a good work-life balance: "We’ve been left in that Herriot mentality, and it was a nightmare."
This week's edition of the Vet Record has six case studies of veterinary surgeons who have pursued careers through non traditional routes, including Peter Harlech Jones, Daniella Dos Santos, (pictured right), and Enrique Vega.
Daniella Dos Santos said: "James Herriot continues to inspire vets and future vets, and we know from our own research that he along with other vets in literature is still very popular across the profession.
"At the same time, the profession is very different to what was depicted in the age of Herriot and it continues to undergo significant change. We need to make sure that there is a diverse range of role models in place that reflect modern demographics and modern ways of working while continuing to inspire future generations of vets."
Adele Waters, Vet Record editor, added: "James Herriot may be a popular cultural figure, but he is 70 years out of date and we should retire him gracefully. With 60 per cent of UK vets being female, Herriot is no longer representative of the modern working vet, and today we should really be talking about Jane Herriot instead."