Animal Advertising Rules
Effective draft: 24 August 2026
These rules apply to every live-animal advert and form part of the AnimalAds Terms & Conditions. They are platform admission rules, not a substitute for the advertiser's legal duties.
Identified animals only
An advert must identify every animal offered. Dog adverts may cover one dog or a born litter where each puppy has its own identification record. Other animal categories remain limited to one identified animal per advert. Unidentified bundles and recycled adverts are not accepted.
Age and weaning
An unweaned animal may not be advertised. Dogs and cats must be at least eight weeks old; rabbits at least six weeks; guinea pigs, gerbils, hamsters, mice and rats at least four weeks; and ferrets at least eight weeks before sale or supply. AnimalAds applies an eight-week minimum to its combined small-pets category until species-specific controls are available. Foals must be at least six months old to be accepted on AnimalAds.
Dogs and litters
Every advertised dog or puppy must have its own unique 15-digit microchip code and registry record. A litter advert must identify every puppy separately by microchip, sex, colour and availability. The dogs must be born, microchipped and registered before advertising; pregnant dogs and unborn litters are prohibited. The advertiser must hold the current registration certificates and comply with the ownership-transfer process.
Registered sellers, DBEs and charities
A person selling or supplying six or more pet animals in a calendar year must not use a private-seller account and must provide the applicable Department registration. A Dog Breeding Establishment must provide its current local-authority registration number. A charity must provide its Charities Regulatory Authority number. AnimalAds may require documentary evidence and verification against official registers before approving any advert.
Equines
Horses, ponies and donkeys must have a valid passport and, where required, a corresponding microchip. The advert must identify the animal accurately. The passport must accompany the equine when moved or transferred, subject to any lawful exception.
Farm animals and livestock
Livestock advertisers must be registered keepers and provide the applicable DAFM herd/flock number or DAERA/NIFAIS registration for admin review. Cattle must be officially tagged and have valid passports; sheep and goats must carry the required identification; pigs must come from a registered holding. Every transfer must use the movement, dispatch and health documentation required for the species, origin, destination and current disease-control status. AnimalAds does not replace AIM, NIFAIS, veterinary certification or official movement approval.
Protected and unsuitable species
Annex A specimens may not be commercially advertised without the required CITES trade certificate. Primates, dangerous wild animals, animals prohibited by law, illegally imported animals, live animals offered as feed and species AnimalAds considers unsuitable for ordinary private ownership are prohibited.
Health, photographs and description
Photographs must be genuine, recent and show the advertised animal. The description must disclose known illness, injury, behavioural or special-care information material to a responsible buyer. Claims about vaccination, pedigree, registration, health testing or temperament must be supportable by records.
No automatic publication
Animal adverts enter a pending-review queue. AnimalAds may request identity, microchip, seller, DBE, charity, passport, CITES or veterinary evidence. Approval is discretionary and can be withdrawn if new information creates a legal, welfare, fraud or safety concern.
Safe transfer
Sellers must not promote anonymous delivery, car-park handovers or methods that prevent a buyer from seeing where the animal is kept. Dogs must be transferred with the required certificate and database notifications. Sellers remain responsible for statutory records and buyer-identification duties that apply to them.