Pet Advertising Advisory Group

Pet Advertising Advisory Group

 At a Breakfast meeting in the House of Commons the PAAG launched their new guidelines for advertising of pets via the internet. They have the support of leading directories and advertising forums on the web.




Websites must:


1.         run automated checks for 'blacklisted' words/terms such as banned breeds and filter for misleading or inappropriate adverts

2.         require all vendors to include a recent photograph of the animal that they are advertising and monitor for suspicious usage of images.

3.         require that all adverts display the age of the animal advertised. No pet should be advertised for transfer to a new owner before it is weaned and no longer dependent on its parents.  

4.         permanently ban vendors – on a three strikes and you’re out basis – who attempt to post illegal adverts, and take down illegal/inappropriate adverts within 12 working hours of notification

5.         ensure that every view item page includes prominent links to PAAG advice on buying and selling a pet (and specific advice for commonly advertised species), including “pop ups”

6.         label clearly on each ad whether it is a private sale, commercial sale or from a rescue/rehoming centre

7.         not include adverts for farmed animals or adverts specifying that the animal is to be used for working, hunting, or guarding in the pet section

8.         monitor for multiple mobile/telephone numbers and email addresses in private sales and investigate and potentially ban frequent/repeat breeders. ‘Frequent’ is defined as the same vendor offering a third different animal in a twelve month period.

9.         ban adverts of live vertebrate animals as food

10.       ban adverts offering stud animals, animals in season  or animals ‘for rent’ or ‘loan’ in pet section. Note that adverts offering horses or donkeys for loan are acceptable

11.       ban adverts offering pregnant animals for sale

12.       ensure that no pets are advertised for swapping with other pets, services or goods

13.       ensure that species scheduled by the Dangerous Wild Animals Act are clearly marked as such and make clear to vendors that it is an offence to offer a species covered by EU Wildlife Trade Regulations Annex A and listed by CITES for sale without a valid Article 10 Certificate. Non-human primates should not be offered for sale.

14.       exclude any advert where there is a reasonable concern for the health and welfare of the animal involved

15.       provide a clearly visible function for purchasers to report illegal or inappropriate adverts

16.       ensure that no live vertebrates are advertised for sale as deliverable through the postal system, national or international

17.       require all vendors to state the country of residence from which the animal is being sold