Prohibited adverts and content.

Adverts ePuP does not permit

The following categories are prohibited or may be removed pending review. This list is not exhaustive.

• Any advert where the sale, transfer, breeding, possession or proposed transaction would be unlawful.
• Adverts involving prohibited dog types or restricted dogs where the proposed transaction is not clearly lawful.
• Stolen dogs, dogs offered without authority of the lawful keeper, or adverts using another person’s animal without permission.
• Puppies advertised for collection or sale below the minimum age permitted by law, or misleading statements about age or date of birth.
• Commercial sales that unlawfully evade licensing requirements, conceal commercial activity, or use another person as a proxy seller.
• Adverts connected with animal fighting, baiting, intimidation, criminal use, deliberate aggression training or cruelty.
• Dogs whose known serious illness, injury, behavioural history or welfare concerns are deliberately concealed or materially misrepresented.
• Fake veterinary records, false microchip information, false pedigree or Kennel Club claims, fabricated licence details or altered documents.
• AI-generated, stolen, materially altered or unrelated photographs used to misrepresent the dog being advertised.
• False locations, copied adverts, impersonation, duplicate scam adverts or mass listings intended to mislead users.
• Gift-card, cryptocurrency, money-mule, fake courier, fake insurance, fake ePuP protection or other advance-fee scams.

Age, breeder and commercial-sale rules

England has specific licensing rules for commercial pet sales and dog breeding. Licensed pet-selling businesses cannot sell puppies under eight weeks old, and commercial third-party puppy sales are restricted.

ePuP may request evidence of breeding, ownership, licensing, age, microchip details or other records before allowing an advert to remain live.

Official guidance: GOV.UK – selling animals as pets licence (England).

Misleading claims

• "Health tested" claims must accurately describe what was tested and must not imply a guarantee of health.
• Pedigree, registration, breed, parentage and genetic claims must be capable of substantiation.
• A seller must not claim ePuP has inspected, approved, guaranteed, insured or endorsed a dog unless ePuP expressly provides that exact status.
• Verification badges and Trust Scores must not be represented as guarantees of legality, identity, health, temperament or transaction safety.

What ePuP may do

ePuP may remove or restrict adverts, request evidence, reduce distribution, prevent publication, place an account under review, suspend or terminate accounts, preserve relevant records, or make referrals where reasonably necessary.

Publication of an advert does not mean ePuP has verified every statement in it.