How to Sell your Puppies in the UK: What you Need to Know

Find your Puppy the Best Home with Forever Puppy

Forever Puppy was created to help all puppies and dogs find their forever homes with loving, caring and responsible owners. We’re here to help sellers and give them a safe, vetted space to sell their puppies.

We specialise in puppies and dogs! This means that, unlike many other pet selling sites, people come to us to find puppies for sale. It’s important to us that your pup goes to the right home. We operate a zero-tolerance policy towards illegal, irresponsible, and unethical breeders. 

If you want to know more about selling your puppies, you’ve come to the right place! This blog takes you through your responsibilities, things you need to know and how to sell puppies on Forever Puppy.

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Here are five ways Forever Puppy protects sellers

Legal Requirements for Selling Puppies in the UK

Selling Puppies: UK Law

Forever Puppy has adverts from both private and licensed breeders. However, both must follow the site guidelines and operate within the law. 

Do I need a license to sell my puppies?

If you breed three or more litters in a year, you need a license. You may also need a license if you operate as a business and advertise litters for sale. 

Selling Puppies in Wales

In Wales, as part of The Animal Welfare (Breeding of Dogs) (Wales) Regulations 2014, you need a license if:

  • You run a business that breeds and sells dogs

  • You breed three or more litters in a year and sell any of the puppies.

You need to get in touch with your local council to find out how much this will cost and the requirements of getting a license. Your license will be valid for one year and must be renewed annually if you plan to continue breeding. 

Find out more about dog breeding licenses in Wales. 

Selling Puppies in England

In England, as part of The Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018, the guidance states that: 

“There’s a limit on the number of litters that dog breeders can have unless a breeder can prove that they will not sell any of the puppies from these litters as puppies or adults.

Businesses should tell their relevant licensing local authority by email or phone when each litter of puppies is whelped.” 

You need a licence if:

  • You make any sale or breed dogs to make a profit.

  • Earn any commission or fee from breeding. 

  • You breed 3 or more litters of puppies in any 12-month period ( unless you can prove that none of the puppies have been sold as puppies or adults).

  • You are breeding dogs and advertising a business of selling dogs. 

  • If you are a business, regardless of the number of litters produced. 

In England, you may be subject to a ‘business test’ to determine whether your activity can be classified as business activity. Regulations in England also include a star rating system. This rewards those who meet high standards.

Meeting high standards helps qualify for a longer license period and a reduction in license fees. Breeders in England also need to display their licence number in any adverts for puppies.

Read more on breeding legislation in England, the business test and star ratings.

Selling Puppies in Scotland

In Scotland, as part of the Breeding and Sale of Dogs (Welfare) Act 1999, you will need a license if:

  • You breed 3 or more litters of puppies in any 12 month period (before 2021 this was five). 

The regulations state that the above, “applies regardless of whether the breeder sells or otherwise supplies a puppy as a pet to another person.” 

You can find the latest regulations for Scotland here.

Selling Puppies in Northern Ireland

In Northern Ireland, The Welfare of Animals (Dog Breeding Establishments and Miscellaneous Amendments) Regulations (Northern Ireland) 2013 states that breeders must have a license if:


  • They breed three or more litters of puppies in any 12 month period; or

  • Advertises three or more litters of puppies for sale in any 12 month period; or

  • Supplies three or more litters of puppies in any 12 month period; or

  • Advertises a business of breeding or selling of puppies.

Find out more here. 

In all of the above countries, you will need to meet certain criteria to be eligible for a license. You can find out more about breeding regulations here. Always get in touch with your local authority for guidance and to make sure you’re meeting all of their requirements. 

We closely monitor adverts breeders place on our site. Any suspicious activity will be acted upon and may result in adverts being removed and accounts closed. For further information about our website, you can read more about us.

Lucy’s Law and other regulations

How to Sell a Puppy or Dog in the UK the right way

As well as the regulations listed above, other rules and regulations must be followed when selling a puppy in the UK. 


  • You must not sell a puppy younger than eight weeks old. Since April 2020, it has been illegal to sell a puppy through a third party. Only a breeder (or rescue) can directly sell the puppies. 

  • The puppy must be microchipped before sale. Details should also be registered on a database (once sold, buyers are responsible for updating details).

  • Licensed dog breeders must show puppies interacting with their mothers in their place of birth.

  • Puppies must be bred at the premises from which the sale is being made.

In April 2020, Lucy’s Law was passed in England. It later came into force in Scotland and Wales. The points above came to be law because of Lucy’s Law and the tireless work of many organisations and individuals to make a change to animal welfare standards.

What if I’m just a hobby breeder?

If you are a private breeder (aka hobby breeder) it’s still best to check with your local authority about licensing. You will still be subject to the regulations above. 

Regardless of your status, the welfare of your puppies should be a priority. Make sure you take them to have necessary checkups, treatments and socialisation before they go to their new home. 

How do I sell my puppies on Forever Puppy?

Selling your puppies on Forever Puppy couldn’t be easier!

We have a variety of options for ads, including different advert types to suit a variety of needs. All of our ads run for 12 weeks!

We have a variety of guides on how to create the best advert, why you should advertise with us and how to create the best video for your ad. Plus, we’re always happy to help with any questions or queries! 

There are just a few simple steps to follow to sell your puppy on our site - and you are in full control! You can edit at any time, add more photos and boost your ad. We even have an app that allows you to monitor, message and boost on the go! 

Plus, if you’re a registered breeder, you can upgrade your selling account to show this. 

Find out how it works and the costs of adverts here. 

How to Sell Puppies on Forever Puppy

When should I advertise my puppies?

On Forever Puppy, you can create an ad at any time. However, in accordance with PAAG's advertising standards for websites, we do not allow the advertisement of litters yet to be born.

Our website allows you to list when you choose. All adverts are live for 12 weeks so we would advise advertising your puppies at an early age. You can edit your advert at any time to add more photos as the pups grow too!

Finding the right buyers for your puppy

We are as eager as you are to make sure your pup finds the perfect forever home! 

There are a few things you can do to make sure your pup finds the best home, here are some things to think about: 


  • Matching buyers to the right breed:

Do the buyers know much about the breed? Check they’ve done their research and whether the breed may be a good fit for their home and family. 

  • Meeting in person:

Always meet buyers in person. Home checks are not necessary, but you could ask for photos if you’d like to see their new home. Meeting in person also allows you to show pups with Mum and talk more about individual pups. It’s the perfect opportunity to get to know each other. 

  • Things to ask buyers:

If you’re unsure of what to ask prospective buyers, we’ve put together a few suggestions for you to use. If you don’t feel they are the right home for your pup, it is your responsibility to let them know. It’s never a nice position to be in, but it’s important to be honest. 

How to check a puppy buyer is serious

Selling your Puppy: Getting Pup ready for their new home 

What do puppies need before selling?

Before your puppies go off to their new forever home, there are a few things you can prepare to get everything ready! 

Put together a puppy pack for the buyers - A puppy pack can be very simple. You can make it as elaborate as you want! But it’s a great thing to include when you’re selling your pup. Here are some things you might include:

  • A contract of sale - including details of the pup, your details and any agreements. 

  • Microchip details.

  • Information about any vaccinations, health issues and health checks.

  • Worming history, puppies should be treated every 2 weeks from birth until they reach 12 weeks old, thereafter every 3 months. 

  • Insurance details (if applicable).

  • Additional documents (such as Kennel Club registration documents).

  • Breed information (such as temperament, health issues to look out for etc).

  • Some people like to include something that smells of the mother to help pup settle in their new home.

  • A supply of food - enough to get them through 4 to 5 days so they can transition pup onto something new if they are going to change it.  

  • Socialise pups and get them used to new experiences 

It’s a great idea to get puppies used to a variety of sights, sounds and experiences. Where possible, try to allow them as many safe interactions and introductions before they go to their new home. 

A guide to socialising your puppy

We hope this guide to selling your puppy helps answer any questions you may have. We are always happy to answer anything from selling your pup to creating the best advert! Please get in touch if you need any help! 

Ready to sell your puppy? Create an ad today!

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