10/07/2026
Sharing this post because it’s a helpful reminder of our responsibility when looking for the right place to buy a puppy from. It’s a complex area I know but if we take a lot of care to, for example, buy the right brand of trainers or phone, let’s think about the care we should put in to buying a puppy. What questions do you think your puppy’s breeder should be able to answer and what should you expect to see when you visit?
Any stud appointment can ask me about licensing because I know a great deal about it. People need to get real and understand the difference between breeders who, under the regulations, may technically require a licence but are unlikely ever to obtain one, and those breeders who genuinely should be licensed. It is the latter that should be the primary focus.
The reality is that some breeders do not apply for a licence because they know they would be refused. They simply have too many dogs for the accommodation they have available and cannot meet the required welfare standards.
Being licensed does not necessarily mean someone is an outstanding breeder, but it does mean they are compliant with the regulations and that the local authority is aware of, and has assessed, their breeding operation.
Licensed breeders can also choose whether to meet the minimum statutory standards or to achieve the higher standards available under the licensing scheme. Few can get 5 stars.
However, the main challenge is YOU. Most puppy buyers see the puppy as the product rather than the breeder as the brand. Until that changes, it will be difficult to move the industry forward.
I know this because I was a Brand Manager (with a MBA) for a major American chocolate company. A brand is far more than the product itself. It is built on reputation, consistency, trust, ethics and the confidence buyers have in what they are purchasing. The puppy or stud is only one element of the breeder’s brand. For me, Mungo and Ludo are not ‘products’. They are stud dogs who stand as brands in themselves.
We are all different, and most of us know what sort of buyer we are. Some people buy on brand because they value reputation and trust. Others are budget constrained and driven primarily by the product and the price. Neither approach is unique to dogs - it is how consumers behave in every market. But it can have awful consequences when it comes to animal welfare.
The licensing system is not perfect, and there is certainly room for improvement. However, it is better than having no system at all, and its intent - to improve welfare, accountability and transparency - is well founded.
But it does rely on YOU to engage in the process. There will always be bad breeders.
You don’t need to be a bad buyer.
Amanda x