Advertising a Dog or Litter in Ireland: What Sellers Need

Identify every dog before advertising

A dog advert in the Republic of Ireland must include the dog's unique microchip code. AnimalAds requires every dog or puppy covered by an advert to be born, microchipped and registered before submission. An unborn litter or a generic advert that recycles one chip across several puppies is not accepted.

• Prepare the microchip number and name of the approved database for every dog.
• Keep the registration certificate available for administrator and buyer checks.
• Make sure the registered keeper details are current before advertising.

Know which seller registration applies

A person selling or supplying six or more pet animals in a calendar year must generally register with the Department of Agriculture, Food and the Marine. Dog Breeding Establishments are covered through the separate local-authority registration system. Registered charities should provide their charity registration information where relevant.

• Do not describe commercial or regular activity as a private sale.
• Include the applicable DAFM seller, DBE or charity registration number in the advert.
• Keep required acquisition, sale, animal and medical records for the applicable period.

Information the advert should contain

Irish pet-advertising rules require specified information including the animal's age and country of origin, plus the seller or establishment registration information where applicable. A useful advert should also accurately state breed or cross, sex, colour, location, genuine asking price, health information and anything important to the animal's future care.

• Use recent photographs of the actual dog or litter.
• For a litter, identify each puppy separately rather than presenting an unidentified bundle.
• Do not use a false low price and request a different price after contact.

Prepare for the viewing and transfer

Responsible buyers will want to see a puppy with its mother and view the normal premises. Prepare the original microchip certificate, veterinary and vaccination records, written receipt and the database ownership-transfer instructions. Never propose an anonymous roadside handover.

• Confirm the buyer's identity and contact information where your record-keeping duties require it.
• Complete the chip database transfer promptly.
• Explain diet, routine, treatment and known behavioural or health matters honestly.

AnimalAds review is not government certification

AnimalAds checks submitted information before an animal advert goes live, but an approved advert does not transfer the seller's legal responsibility or guarantee ownership, health or pedigree. The administrator may request further evidence or decline an advert when information cannot be reconciled.