PAAG launches new advertising standards for animal welfare

The Pet Advertising Advisory Group (PAAG) has launched its new advertising standards for classified advertising websites to reduce the number of poorly bred pets bought by unsuspecting buyers from low-quality online pet adverts.

According to PAAG, each year, many new owners become victims of “unscrupulous” online sellers, thinking they are buying from reputable breeders.

With online pet advertising increasing year on year across popular classified selling websites, the new Advertising Standards have launched “at a pertinent time”.

The 2023 PDSA Animal Wellbeing (PAW) Report revealed 65% of pet owners found their pet online, equating to 15 million pets, a significantly higher proportion than in 2022 when it was 53%.

PAAG, which is made up of leading animal welfare organisations, trade associations and veterinary bodies, has revealed the new voluntary Advertising Standards, which are an updated version of the Minimum Standards launched in 2012.

PAAG said they reflect “the fast-paced development in this sector, and the aspirations of the popular advertising sites who engage with the group, to meet the highest standards possible for the sake of animal welfare and buyer security”.

Six of the Advertising Standards have been adopted into law and in England, Scotland and Wales, licensed sellers must now, by law:

• Include the number of the licence holder’s licence.
• specify the local authority that issued the licence.
  Include a recognisable photograph of the animal being advertised (for cats and dogs only in Scotland).
• Display the age of the animal being advertised (except in the case of fish)
• state the country of residence of the animal from which it is being sold.
• state the country of origin of the animal.

Pets4Homes, Puppy Choice, Friday Media Group, Freeads, Forever Puppy and Wightbay are websites currently engaging with PAAG and who have committed to meet the Advertising Standards.

Paula Boyden, chair of PAAG and Veterinary Director for Dogs Trust, added: “Our new PAAG Advertising Standards clearly set out the legal requirements for pets advertised online, the minimum standards we would expect a classified website to adhere to in its pet advert section.

“Additionally, they provide further steps that websites can take to keep buyers safe and appropriately informed, and ensure pet adverts are of the highest quality. PAAG is not a regulatory body, so we are hugely grateful to our engaged websites for their hard work and commitment in this area, and we are delighted that they have all agreed to make an annual declaration committing to the Advertising Standards.”