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Preloved And The Pet Advertising Advisory Group

We’re talking about all things Pet Welfare related this month. And while we celebrate the world of responsible pet ownership, we want to shine a spotlight on the amazing collaborative team over at Pet Advertising Advisory Group, better known in the industry as PAAG.

PAAG was created in 2001 to combat growing concerns about irresponsible advertising of pets for sale, rehoming, and exchange. PAAG comprise prominent animal welfare organisations such as the RSPCA, Blue Cross, Cats Protection, World Horse Welfare, and Dogs Trust to name but a few, along with trade associations and veterinary bodies including the British Veterinary Association. PAAG is endorsed by Defra, the Welsh and Scottish Governments, and DAERA in Northern Ireland.

With its stringent Advertising Standards and commitment to ethical advertising, PAAG has helped transform the landscape of pet rehoming.

Recognising the potential risks associated with irresponsible advertising, such as puppy farming and the sale of sick animals, PAAG embarked on a mission to set standards that prioritise the welfare of pets above all else. PAAG leverages the expertise and dedication of its members to shape policies and practices that promote responsible pet rehoming.

Preloved And The Pet Advertising Advisory Group

Central to PAAG’s mission is its partnership with online platforms like ourselves. Preloved, as one of the largest classifieds websites in the UK, is considered to be ‘Engaged With’ PAAG, alongside 7 other UK websites. This means that the we abide by PAAG’s Advertising Standards, and work with the individual PAAG members to further develop our own policies.

By working together, we all aim to establish a framework for ethical advertising, ensuring that pet listings adhere to strict guidelines and are devoid of any indicators of potential mistreatment or exploitation.

PAAG’s guidelines encompass various aspects of pet advertising, ranging from the verification of sellers to the provision of comprehensive information about the pet’s health and history.

Sellers are required to undergo scrutiny to ensure they meet PAAG’s standards of responsible ownership, thereby reducing the likelihood of unscrupulous breeders entering the market. Moreover, PAAG emphasises the importance of transparency in advertising, advocating for detailed descriptions and photographs that accurately represent the pet’s condition and environment.

Preloved And The Pet Advertising Advisory Group

In addition to moderating pet advertising, PAAG is committed to educating both sellers and buyers on responsible pet ownership practices. Through outreach initiatives and informational resources, PAAG aims to foster a culture of accountability and compassion within the pet rehoming community.

By raising awareness about the ethical considerations involved in pet rehoming and care, PAAG strives to empower individuals to make informed decisions that prioritise the welfare of animals.

The impact of PAAG’s efforts is palpable across the UK, where responsible pet rehoming practices are becoming increasingly prevalent. By promoting collaboration between animal welfare charities, online platforms, and pet owners, PAAG has succeeded in creating a unified front against the exploitation of pets for profit.

Through its advocacy and initiatives, PAAG not only safeguards the well-being of individual animals but also contributes to the broader goal of creating a society where pets are valued and protected.

Preloved And The Pet Advertising Advisory Group

However, PAAG acknowledges that the journey towards comprehensive pet welfare is ongoing, and there are still challenges to overcome. From combating illegal breeding operations to addressing the stigma associated with rehomed pets, PAAG remains steadfast in its commitment to continuous improvement. By adapting to evolving trends and harnessing the collective efforts of its members, PAAG envisions a future where every pet in the UK receives the life-long care and consideration it deserves.

Through its collaboration with online platforms like Preloved and its dedication to ethical advertising standards, PAAG is paving the way for a brighter future for pets and their owners alike. With its unwavering commitment to animal welfare and responsible pet ownership, the Pet Advertising Advisory Group exemplifies the transformative power of collective action in creating a more compassionate society.

Preloved Pet Advice Hub



Community Manager

Tina's been part of the Preloved family since 2014 and spends most of her time reviewing Preloved policy and speaking with external parties, such has charities, forums, and government agencies. She enjoys spending quality time with her family, pets, friends, and Netflix.