The Pet Advertising Advisory Group (“PAAG”) is a group of animal welfare organisations, trade associations and veterinary bodies which work together to combat concerns regarding the irresponsible advertising of pets for sale, rehoming and exchange.

We are committed to protecting your privacy and will only use the information that we collect about you lawfully. This policy is intended to give you an understanding of how and why we use the information you provide to us both online and otherwise.

This Privacy Policy discloses what type of information is collected, the method used to collect it and how PAAG utilises the information to better serve all interested parties.

Please read this policy carefully to understand how we will collect, use and store your data.

What information do we collect about you?

We collect personal data about you for a number of reasons, including undertaking our work, communicating with you and responding to requests for information.

The personal data we collect can include:

(a)                Your full name;

(b)                postal address;

(c)                 telephone number(s);

(d)                email address;

(e)                records of your correspondence with us;

(f)                 details relating to online advertisements and sellers;

(g)                details relating to your pet;

(h)                your communication preferences;

(i)                  other information you share with us.

PAAG also gathers, analyses and/or stores personal information by analysing data through mechanisms that identify site usage, browser types, IP addresses, etc. PAAG strives to provide our visitors with information relevant to their particular desires, needs and/or concerns. The information we gather helps us to better serve our purpose.

How will we use the information about you?

We will process your data for the following reasons:

  1. To undertake our work, for example, administering reports from members of the public about concerning adverts and working to remove them etc;
  2. Deliver services, newsletters and/or other materials and information you have requested from us;
  3. For our own internal administrative purposes and keep a record of your relationship with us;
  4. To manage and administer membership of PAAG;
  5. To devise case studies to highlight our work (where you have consented to such use);
  6. To comply with applicable laws and regulations, and requests from statutory agencies.


A cookie is a small piece of information sent to your computer’s browser, which is stored on the hard drive of your computer.

There are two kinds of cookies PAAG operates: those that are “session” oriented and those that are “expiration” oriented. Session cookies delete from your computer at the moment you close your browser. Conversely, expiration cookies can be programmed to expire at any time; therefore when you close your browser, the cookie will remain on your hard drive until its expiration.

We also use Google Analytics to collect information about your visit to our website. Google Analytics stores information about what pages you visit, how long you are on the site, how you got here and what you click on. This data is collected via a JavaScript tag in our web pages and is not tied to personally identifiable information.

Names as they appear in your browser: __utma, __utmb, __utmc, __utmz

You can find out more about Google’s privacy policy here: 

You can opt out of Google Analytics tracking by installing a browser plug-in from //   

To share stories and news, we may embed photos and video content from websites such as Pinterest and YouTube. When you visit a page with content embedded from one of these sites, they may set a cookie. Our website also uses embedded 'share' buttons to enable visitors to easily share things with their friends through several popular social networks, such as YouTube, Facebook, Google+ and Pinterest. These sites may set a cookie when you are also logged in to their service.  Dogs Trust has no control over these cookies and you should check the relevant third-party website privacy policy for more information about these.

Should you wish to be notified of, or to accept or decline cookies from being stored on your hard drive, please refer to your internet browser help directions.

Our legal basis for processing personal data

PAAG needs a lawful basis to collect and use your personal data under data protection law. The law allows for six ways to process personal data (and additional ways for sensitive personal data). PAAG will process personal data on the basis of:

(a)         A person’s consent (for example to send you newsletters by e-mail or to use any of your information as part of a case study);

(b)           Processing that is necessary for compliance with a legal obligation (for example for statutory reporting requirements)

(c)            PAAGs legitimate interests (please see below for more information).

Personal data may be legally collected and used if it is necessary for a legitimate interest of the organisation using the data, as long as that interest is not overridden by the privacy rights of the individual whose data is being used.  PAAG’s legitimate interests include:

  • Governance, including delivery of our purposes, statutory and financial reporting and other regulatory compliance purposes;
  • Administration and operational management, including managing and administering membership of PAAG;
  • Undertaking our work, including responding to enquires from the public, providing information and processing and dealing with reports about concerning advertising practices.

Will we share this information with others?

We allow our staff, consultants and/or external providers acting on our behalf to access and use your information for the purposes for which you have provided it to us (e.g. to administer and action any concerns that are reported to us). We only provide them with the information they need to deliver the relevant service under contract, and we make sure your information is treated with the same level of care as if we were handling it directly.

We also share data with members of the PAAG group (as listed on our website) when necessary, for example, where additional advice or expertise is required in respect of responding to requests or concerns. On occasion, we also share personal data with online (and other) advertisers in respect of advertisements that are reported to us.

How do we protect the security of personal data?

We aim to ensure that there are appropriate physical, technical and managerial controls in place to protect your personal details.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

PAAG may contain links to, or advertisements about, non-PAAG websites. Other sites may also reference, advertise, or link to PAAG websites. PAAG does not endorse or sponsor other websites, is not responsible for the privacy practices or the content of non-PAAG sites.

The information we collect from you may be transferred to and processed and/or stored at a destination outside the European Economic Area (“EEA”). If we send your personal data outside the EEA we will take reasonable steps to ensure that the recipient implements appropriate measures to protect your information.

How long do we keep your data for?

We will keep your personal data for no longer than is necessary for the purposes for which it is processed, in accordance with our internal policies.

The length of time that data will be kept may depend on the reasons for which we are processing the data and on the law or regulations that the information falls under such as financial regulations, statutory limitation periods, Health and Safety regulation etc., or any contractual obligation we might have.

Subject to the above, we will typically store data for 2 years.

Once the retention period has expired, the information will be confidentially disposed, permanently deleted, or in some cases archived.

If you request to receive no further contact from us, we will keep some basic information about you on our suppression list in order to avoid sending you unwanted materials in the future.

Your rights

You have a number of rights under data protection legislation. These include:

(a)            Right of access

You have the right know what information we hold about you and to ask, in writing, to see your records.

We will supply any information you ask for that we hold about you as soon as possible, but this may take up to 30 days.  We will not charge you for this.  You will be asked for proof of identity as the person dealing with your request may not be the staff member you have met before.  We need to be sure we are only releasing your personal data to you.

This is called a data subject access and can be done by writing to us using the “How to contact us” details.

(b)             Right to be informed

You have the right to be informed how your personal data will be used. This policy as well as any additional information or notice that is provided to you either at the time you provided your details, or otherwise, is intended to provide you with this information.

(c)            Right to withdraw consent

Where we process your data on the basis of your consent (for example, to send you newsletters) you can withdraw that consent at any time. To do this, or to discuss this right further with us, please contact us using the details in the “How to contact us” section below.

(d)            Right to object

You also have a right to object to us processing data where we are relying on it being within our legitimate interests to do so. To do this, or to discuss this right further with us, please contact us using the details in the “How to contact us” section below.

(e)            Right to restrict processing

In certain situations you have the right to ask for processing of your personal data to be restricted because there is some disagreement about its accuracy or legitimate usage.

(f)             Right of erasure

In some cases, you have the right to be forgotten (i.e. to have your personal data deleted from our database). Where you have requested that we do not send you marketing materials we will need to keep some limited information in order to ensure that you are not contacted in the future.

(g)            Right of rectification

If you believe our records are inaccurate you have the right to ask for those records concerning you to be updated. To update your records please get in touch with us using the details in the “How to contact us” section below.

(h)           Right to data portability

Where we are processing your personal data because you have given us your consent to do so, you have the right to request that the data is transferred from one service provider to another.

If you would like to exercise any of these rights please get in touch with us using the details in the “How to contact us” section below.

What if you have questions or need to make corrections to your information?

We want to make sure that your personal information is accurate and up to date and so please let us know if your details change. You may also ask us to correct or remove information you think is inaccurate.

You can also opt-out of receiving our newsletters or request that we stop processing data about you for certain purposes at any time by contacting us using the details below.

If you are unhappy with the way in which we have handled your personal data please contact us using the details below. You are also entitled to make a complaint to the Information Commissioner’s Office

How will we let you know of changes to our privacy policy?

We may update this policy from time to time without notice to you, so please check it regularly. The privacy policy was last updated in November 2018.

How to contact us

Please contact us if you have any questions about our privacy policy or information we hold about you:

By phone: 020 7837 0006

By email:

Or write to us at: Pet Advertising Advisory Group, C/O 17 Wakley Street, London EC1V 7RQ