What IPAAG Does

Introducing the Irish Pet Advertising Advisory Group (IPAAG)

The Irish Pet Advertising Advisory Group (IPAAG) is made up of representatives from the Ireland’s leading animal welfare groups, veterinary profession and the online retail section to combat the growing concern about the irresponsible online advertising of pets for sale, rehoming, or exchange.

Research undertaken by PAAG UK revealed some truly terrible examples where animal welfare was clearly the last thought in the mind of the advertiser and every day we hear from people who have bought an animal online only for it to fall sick or die soon after. We have seen adverts selling underage animals, banned breeds, illegally imported and endangered species.

This is why we felt it was crucial to produce a set of guidelines for classified websites to help improve the welfare of the thousands of pets advertised online on a weekly basis.  The group is currently engaging with a number of online websites and will introduce a list of IPAAG minimum standards to ensure the welfare of the animals advertised online is protected and that any illegal activity is identified and investigated. A number of animal welfare organisations will put in place a dedicated group of volunteer moderators who will look at advertisements (for all species) and report those that don’t meet the minimum standards directly to the websites concerned.  The trade association representatives on IPAAG will also answer questions about adverts that potentially infringe on good animal welfare standards.

IPAAG compliant websites will agree to provide the necessary information to allow a buyer to make an informed choice helping consumers to make a purchase they are not likely to regret. As well as consumers choosing to use the best websites, which only host advertisements which meet the IPAAG minimum standards, we believe also that engaged members of the public will proactively report adverts which do not meet the standards.

All members of IPAAG will be committed to educating the public about the online pet sales environment, and encourage consumer awareness and cooperation to improve animal welfare in Ireland.

In an ideal world we would prefer people not to buy pets online but would advise that if you are doing so that you check the website adheres to IPAAG’s Minimum Standards.


The Irish Pet Advertising Advisory Group aims to:

  • Ensure that pet animals advertised for sale are done so legally and ethically.

  • Engage with websites and publications to ensure they have up-to-date knowledge on animal welfare issues in relation to advertising pets for sale.

  • Highlight illegal adverts to website providers so that they can be removed promptly.

  • Encourage those websites which advertise pets for sale to self-regulate and comply with agreed IPAAG minimum standards which underpin a legal and ethical approach to the trade in pets.

  • Raise public awareness of the need to act responsibly when buying pets from websites and publications.