Position statement: Pet adverts on social media

The Pet Advertising Advisory Group (PAAG) is extremely concerned about the rising popularity of acquiring pets advertised for sale on social media. 

For over 20 years, PAAG has worked to tackle irresponsible pet advertising, but there are few safeguards when it comes to advertising pets on social media, putting animal welfare and consumers at risk. There is little to no active moderation on social media sites with platforms relying on users to report posts that they think go against the community standards. In-built privacy features, such as encrypted direct messaging and private groups, also make it difficult to achieve the transparency that is needed to effectively police pet adverts for welfare concerns or unscrupulous sellers. 

Recent research conducted by PAAG members found that 94% of the reviewed pet adverts on social media would not meet PAAG guidelines. Worryingly, almost one in five of the reported ads were believed to be scams. 

It is vital that social media companies do more to protect animal welfare and consumers. Social media companies must update their policies to stop people selling pets on their platforms. This should include prohibiting posts or adverts where the seller is encouraging people to buy through the platform, or its messaging services. 

General posts promoting that pets are available to be viewed on a reputable website, such as an Association of Dog and Cats Homes (ADCH) member or a site that has committed to upholding PAAG’s advertising standards, would be acceptable. 

It is also essential that, once these guidelines are put in place, they are effectively enforced. Posts and groups that break the rules should be proactively identified and taken down quickly. 

Far too often, people have been duped into buying sick, or poorly bred pets through social media and as a result have faced costly vet bills, and even having to make the heartbreaking decision to put their pet to sleep. For this reason, PAAG advises that those looking to buy a pet should avoid using social media to find one. 

When searching for a pet online, prospective pet owners are strongly advised to visit the website of a reputable rehoming organisation, such as an ADCH member, or a website that complies with PAAG advertising standards. The advertising standards have been developed to help reduce the risk of prospective purchasers acquiring a sick or poorly bred animal. To further reduce this risk, prospective owners are strongly advised to follow PAAG’s advice on buying a pet. 

In addition, PAAG advises rehoming organisations not to rehome pets directly through social media. We would encourage these organisations to link to their website when they have an animal available and ensure that any adverts on their website meet PAAG’s advertising standards.