Press and news2 March 2020'Petfished' campaign

'Petfished' campaign

Here, at BorrowMyDoggy, we’re always looking to improve the lives of people and dogs. This month we’re partnering with the Department for Environment, Food and Rural Affairs (DEFRA) to help raise awareness on their Petfished campaign…

You may have heard of ‘Catfishing’, when someone creates a fictional online persona to lure a person into a relationship. Deceitful pet sellers often use a similar tactic to ‘Petfish’ buyers, mistreating animals and selling them at high volume to line their pockets.

Unscrupulous sellers can trick prospective pet-buyers into believing that the cat or dog they’re looking to purchase was raised in a healthy home. In reality, these pets may have been reared in unhealthy, low-welfare environments.

Sadly, welcoming these pets into your home can have devastating consequences. They can have severe medical and behavioural problems, which can be emotionally traumatic and costly in vet bills. The Petfished campaign aims to help buyers spot the signs of these deceitful sellers.

Changes in the law are helping to put an end to this practice. ‘Lucy’s Law’, in force from 6th April 2020, bans the third-party sale of puppies and kittens. It makes it illegal for anyone other than a breeder or rehoming centre to sell puppies or kittens under six months.

The ‘Petfished’ campaign encourages prospective pet-buyers to ask, ‘Who’s the person behind the pet?’. It prompts buyers to research the seller before getting in touch. Buying a new pet is an exciting time, but it’s important to make sure your pet comes from a responsible seller.

To find out how to spot the signs of deceitful sellers visit so you can make sure your new pet comes from a happy, healthy environment.

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