The Pet Advertising Advisory Group (PAAG) have today launched their new Advertising Standards to help improve animal welfare and buyer security. With over 800,000 adverts posted online last year for dogs, cats, and rabbits, PAAG’s new standards aim to reduce the number of ill-bred animal adverts listed by unscrupulous sellers.
For over 10 years, Preloved has be proud to work with PAAG, and are one of only 8 websites in the UK committed to meeting their advertising standards. We’ll continue to work closely with them in the future to help improve welfare policies on our site as well as introducing further measures to support the safe rehoming of animals. Our bank-grade ID Verification service remains free to all members, as well as our secure payment integrations.
Preloved – Proud To ‘Meet The Highest Standards Possible’
In a press release for these new changes, it was noted that PAAG “has revealed the new voluntary Advertising Standards, which are an updated version of the Minimum Standards launched in 2012. 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”.
PAAG is pleased that six of the Advertising Standards have been adopted into law, which is an encouraging step forward in online buyer safety. In Great Britain licenced sellers must, 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
Paula Boyden, Chair of PAAG and Veterinary Director for Dogs Trust, says:
“From underage animals, banned breeds, illegally imported or endangered species to animals offered in exchange for inanimate objects such as phones – the online marketplace for pets in 2012, prior to the launch of PAAG’s original Minimum Standards, was a very different one to what we see today.
“It’s hard to believe now, but before PAAG began engaging with the websites, it was common for online adverts not to include basic information like an animal’s age or a photograph. Since then, we have seen increasing co-operation and collaboration with our engaged websites, who are all focused on providing as safe an environment as they can for the advertisement of pets. This is an encouraging step; however, we know that there is still more to be done to ensure best practice in the sale of pets online.
“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 making an annual declaration committing to the Advertising Standards.”
Lord Benyon, Minister of State at the Department for Environment, Food and Rural Affairs, says:
“I am delighted to support the updated advertising standards announced by the Pet Advertising Advisory Group today, which are backed by several of the country’s largest pet-selling platforms.
These standards will help enhance existing protections and make it easier for inappropriate or illegal advertisements to be removed as soon as possible – assisting future pet owners to make informed decisions in the process.”
Safe And Responsible Rehoming On Preloved
For more information on how to keep yourself, and the animals on Preloved, safe, please take a look at our articles below.
Preloved’s Pet Buying Checklist
Worried About Pet Scams? Here’s What You Need To Know
How To Rehome A Pet Responsibly
The Pet Advertising Advisory Group (PAAG) was created in 2001 to combat growing concerns regarding the irresponsible advertising of pets for sale, rehoming, and exchange. The Group comprises animal welfare organisations, trade associations and veterinary bodies across the UK.
Defra, DAERA in Northern Ireland, the Welsh Government, and the Scottish Government have endorsed PAAG.
