The Pet Advertising Advisory Group (PAAG), which is comprised of representatives from the UK's leading animal welfare organisations, has launched a set of minimum standards for websites that advertise pets for sale.The Pet Advertising Advisory Group (PAAG), which is comprised of representatives from the UK's leading animal welfare organisations, has launched a set of minimum standards for websites that advertise pets for sale.

PAAG says the new standards have been developed to improve the welfare of the pets and to protect members of the public from the risk of ending up with sick, dangerous or even illegal animals. The standards have also been endorsed by Defra and Lord de Mauley, the Minister for Animal Welfare, who has been discussing the need for improvement with the leading online pet classified websites.

The Group points to Kennel Club research which shows that one in five puppies bought online are dying before they reach six months, together with some of the worst adverts the organisation has seen online, as evidence for the urgent need for these new standards:

  • Puppy offered for swap with a mobile phone 
  • Six week old Staffie puppy
  • Golden Retriever wanted for swap with a Chihuahua
  • Pitbull puppy for sale - Pitbulls are illegal to sell in the UK

PAAG says it is working with the Government to remind consumers and websites that an animal is not a commodity like a washing machine or a car, and should not be advertised or bought in the same way. Websites in compliance with the standards will be identifiable to consumers on the PAAG website as the ethical and safer choice when deciding to find a pet online. The group is encouraging the public to stay vigilant to ensure that websites meet the standards consistently, and not to use sites that don't apply the Minimum Standards.

Caroline Kisko, Secretary of the Kennel Club, said: "Whilst we recognise that puppies are commonly advertised online, it is still shocking to know that there are between 100,000 and 120,000 pet advertisements appearing on UK websites each day. The research undertaken by PAAG has revealed some truly terrible examples where animal welfare was clearly the last thought in the mind of the advertiser. Every day we hear from people who have bought a puppy online only for it to fall sick or die soon after, and the Kennel Club's research for its Puppy Awareness Week shows that one in five pups bought online die before they're six months old.

"We hope that the Minimum Standards will be just that, a minimum standard that a website must reach before posting advertisements for pets. In an ideal world we would prefer people not to buy pets online but would advise that if you are doing so that you check the website adheres to PAAG's Minimum Standards. We urge people to go to a member of the Kennel Club Assured Breeder Scheme if they want the best chance of getting a healthy and well cared for puppy, as this is the only scheme in the country that sets standards for and monitors breeders."

Lord de Mauley, Minister for Animal Welfare at the Department for Environment, Food and Rural Affairs, said: "It is vitally important that advertising websites do all they can to ensure the welfare of animals sold on their sites and to prevent the sale of banned breeds. I fully support PAAG's Minimum Standards and would encourage all advertising websites to sign up to these."

PAAG says that the Minimum Standards are just the first step to improving how pets are advertised online, and that it will work closely with websites including Gumtree, Loot and Preloved to provide support on the reporting of suspicious adverts and the moderating of such ads. A team of volunteer moderators will also be created to provide further support for the websites and ensure that if anyone is turning to the internet to buy an animal they can do so with more confidence that they are buying a healthily bred pet.

PAAG has compiled a video of case studies showing the impact of inappropriate online advertising on members of the public, the veterinary profession and animal welfare authorities. See: http://www.paag.org.uk.

PAAG comprises: Battersea Dogs & Cats Home, Blue Cross, British Veterinary Association, Cats Protection, Dogs Trust, The Kennel Club, Ornamental Aquatic Trade Association (OATA), One Kind, PDSA, RWAF, Raystede, Reptile and Exotic Pet Trade Association (REPTA), Wood Green the Animals Charity, World Horse Welfare.

PS: Whilst you're here, take a moment to see our latest job opportunities for vets.