PAAG'S Response to DAERA's Way Forward

In summer 2025, the Department for Agriculture, Environment and Rural Affairs (DAERA) launched a public consultation on proposed new rules for the sale and supply of puppies and kittens in Northern Ireland. Unlike the rest of the UK, the sales of puppies and kittens in Northern Ireland are currently largely unregulated, posing significant problems including poor animal welfare, irresponsible breeding practices and ethical concerns. PAAG fed into the consultation, and we were pleased to see that several organisations had advocated for PAAG’s Advertising Standards to be reflected in the Department’s response to combat concerns raised about online advertisements for puppies and kittens.

In February 2026, following the consultation period, a Summary of Responses and Way Forward document was published by the Department.

The document outlines several measures to guide the Way Forward in relation to online pet adverts, including:

• The requirement for everyone selling and supplying puppies, and selling kittens, to register with their local council.
• The introduction of legislation to ban the third party sale of puppies and kittens as a condition of registration.
• The introduction of an online, public list of sellers and suppliers of puppies and kittens.
• Individuals selling and supplying puppies and selling kittens to adhere to specified advertising conditions.

PAAG is delighted to see these proposals from DAERA, and hopes to work with the Department as an expert advice body in online pet advertising, to implement PAAG’s Advertising Standards into the proposed ‘appropriate conditions for advertisements’ that will be set out in due course.

However, we hold some concerns regarding the limited scope of the proposals. PAAG comprises 26 member organisations, each specialising in a variety of domestic animals - including rabbits, fish, birds, and reptiles and exotic pets - all with specific welfare requirements. To ensure adequate safeguards for all animals in the online pet trade, as well as transparent and accountable selling practices, we would welcome the extension of the proposals to other species beyond puppies and kittens. A broader implementation of these proposals would help to ensure that all animals advertised for sale or exchange online have the best chance of having a good life.