Animal Advertising Rules
Effective: 29 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. The posting form applies the relevant minimum after the advertiser selects the species.
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 provide the applicable Department of Agriculture, Food and the Marine (DAFM) registration. A Dog Breeding Establishment must provide its current local-authority registration number. A charity must provide its Charities Regulatory Authority number. Advertisers are responsible for accurate, current registration information. AnimalAds may check or request evidence where required by law or where a concern is reported.
Equines
Horses, ponies and donkeys must have a valid passport and, where required, a corresponding microchip. The advert must identify the animal accurately. Passport and microchip information is supplied by the seller and is not independently verified by AnimalAds. Buyers must inspect the original passport before transfer.
Farm animals and livestock
Livestock advertisers must provide the applicable DAFM herd/flock number or DAERA/NIFAIS keeper information and confirm that official identification and movement requirements will be met. Cattle must be officially tagged and have valid passports; sheep and goats must carry the required identification; pigs must come from a registered holding. The seller, buyer and keepers remain responsible for official movement, dispatch and health documentation. AnimalAds does not authenticate those records or 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 checks that required advert fields and seller declarations are complete. Every dog or puppy's microchip is checked by a person before the advert can go live. For other categories, seller-supplied documents are not routinely authenticated, but AnimalAds may request evidence where legally required or where a report, inconsistency or safety concern arises.
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.