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In August 2018 Defra consulted on a proposal to introduce a ban on third party sales of puppies and kittens in England. This followed a high-profile campaign known as 'Lucy Law' which brought attention to the poor welfare conditions associated with pet shops and dealers and the so-called puppy farms that supply them.
Lucy's Law came into force on 6 April 2020. It means anyone wanting to get a new puppy or kitten in England must now buy direct from a breeder or with one of the nation's reputable rehoming centres. Licensed dog breeders are required to show puppies interacting with their mothers in their place of birth. If a business sells puppies or kittens without a licence, they could receive an unlimited fine or be sent to prison for up to six months.
On 2 March 2020, ahead of Lucy's Law coming into force, we launched a campaign called Petfished. The term 'Petfished' is a play on 'Catfishing', where a stranger creates a fictional online persona to lure someone in. The campaign raises awareness of unscrupulous sellers so that prospective pet-buyers can buy a cat or dog safely, from a trustworthy source. Urging people to question 'Who's the person behind the pet?'
The campaign aims to:
Policy objective: To reduce the demand for puppies and kittens, cats and dogs sold by third parties and supplied by low-welfare and/or illegal breeders.
Communications objectives: The campaign encourages the responsible sourcingâ¯of puppies/kittens/cats/dogs byâ¯getting buyers/adopters to researchâ¯the seller before they visit
Additional information:
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| Supplier | Identifier | Award Value | Cross-References |
|---|---|---|---|
| 23Red | 03974936 | £24,917 | - |
Government spending data: This supplier has received £20,839,781 in 363 payments (over £25k) from Cabinet Office, DLUHC, Department for Transport, NHS England, CMA and 10 more public bodies (2012-04-27 to 2026-06-17). View full payment history →