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Seller Guidelines

Last updated: 29/10/2025

These Seller Guidelines apply to all users who create pet listings on Pet Lovers. They sit alongside our Terms and Conditions and are designed to help you advertise responsibly, legally, and transparently in the UK. By posting a listing, you agree to follow these rules.

1) Our platform’s role

We provide a listings platform only. You are solely responsible for the accuracy of your listing and for complying with all laws, licensing rules, and welfare standards. We may remove or suspend any listing that breaches these Guidelines or our Terms.

2) Who can sell

  • You must be at least 16 years old to list an animal.
  • If your selling activity amounts to a business, you may need a local authority licence. Keep your licence up to date and include your licence details where requested.

3) What you must include in every listing

  • Species and breed (and sex where applicable).
  • Date of birth/age (no animals under 8 weeks may be sold or rehomed; collection must be 8+ weeks).
  • Microchipping status for dogs and cats (and microchip number if available).
  • Vaccination, worming and health information (and any known conditions).
  • Seller type: private seller, licensed seller, or rescue/rehoming centre.
  • Location of the animal and collection-only arrangements (no third-party delivery).
  • Recent, original photos of the actual animal(s) being offered.

4) Photos & media

  • Use clear, recent photos that show the animal’s current condition.
  • Do not use stock imagery or photos taken from other sources.
  • For litters, show the dam where appropriate and the living environment.

5) Welfare & responsible selling

  • All animals must be kept in humane conditions and in good health.
  • No early separation: puppies and kittens must not leave the mother before 8 weeks.
  • Be transparent about any health issues and provide paperwork (e.g., vaccination card, vet checks, microchip registration transfer).
  • Never advertise banned, prohibited, or invasive species, or breeds banned by law.

6) Licensing & disclosures (if applicable)

  • If you’re operating as a business, obtain the correct local authority licence.
  • Display or provide your licence number and issuing authority when requested by the platform.
  • Follow any licence conditions, including record-keeping and inspection requirements.

7) Microchipping (dogs & cats)

  • Dogs must be microchipped and registered on a compliant database; the breeder must register first, then the new keeper must transfer details after sale.
  • Cats must be microchipped and registered on a compliant database by 20 weeks of age; new keepers should transfer details promptly.
  • State in your listing whether the animal is already microchipped and provide transfer documentation at handover.

8) Prohibited, misleading or unsafe content

  • No misleading claims about breed, pedigree, temperament, size, or health.
  • No listings for animals or activities that are illegal to sell or keep.
  • No “swap” or “trade” adverts, and no third-party courier deliveries.
  • No content that encourages impulse purchases or unsafe keeping conditions.

9) Deposits, refunds and payments

  • Use clear written terms if you request a deposit (amount, when refundable, and conditions).
  • Keep payment records and provide receipts.
  • Comply with consumer and trading standards where applicable.

10) Moderation & verification

  • We may require additional information (e.g., proof of ID, microchip, licence) before or after publishing a listing.
  • We may run automated and manual checks for high-risk terms and remove adverts that breach law or policy.
  • Users can report suspicious adverts; repeated or serious breaches may result in account suspension or a permanent ban.

11) Meet, view and collect

  • Buyers should view the animal (virtually or in person) before paying in full.
  • Collection should take place from the seller’s premises or a safe, agreed location—not via third-party delivery.
  • Provide all paperwork at handover (microchip transfer, vet card, any licence details, and written care notes).

12) Banned & restricted categories

Do not list animals that are prohibited by law or require specialist permits you do not hold. This includes species covered by dangerous wild animal rules, invasive species controls, and trade restrictions. We will remove prohibited listings.

13) Edits, removals and enforcement

We may edit, hide or remove listings that breach these Guidelines, our Terms, or legal requirements, and we may suspend or terminate accounts at our discretion.

14) Helpful guidance

For best-practice advice on responsible advertising (what to include, how to verify sellers, and buyer checklists), please read the Pet Advertising Advisory Group (PAAG) guidance here: PAAG: Selling a Pet. We encourage all sellers and buyers to familiarise themselves with these standards.

15) Contact

If you have questions about these Guidelines or need to report an advert, contact us at info@pet-lovers.co.uk.