New requirements when advertising pets

Published on 19 June 2019

If you intend to sell or give away a dog, puppy, cat or kitten there are new advertising requirements that must be followed from 1 July this year.

It follows the Victorian Government’s introduction of a Pet Exchange Register (PER) from next month, which is designed to improve the traceability of dogs and cats as well as more effectively monitor people acting unlawfully. 

The PER is an online database that will generate a unique source number for people or businesses when they register.

This source number, along with the animal’s microchip number, must be included in any advertising from 1 July this year.

Residents or businesses intending to sell or give away a dog or cat can register for a source number via the PER website at https://per.animalwelfare.vic.gov.au/.

Councillor for Community Safety Anthony Cirillo said the new system provided a raft of benefits which were ultimately aimed at ensuring the welfare of dogs and cats in Victoria.

“PER source numbers provide information including the identity of the person, breeder, business or shelter giving away or selling the dog or cat,” Cr Cirillo said.

“This will promote responsible pet breeding, more transparency and accountability, and more effectively monitor those acting unlawfully or mistreating animals.

“It will also provide a chance for prospective pet owners to verify where their pet is coming from, as they’re able to visit the PER website and search by source number.”

The new requirements are part of the Victorian Government’s Domestic Animals (Puppy Farms and Pet Shops) Amendment Act 2017.

According to the new Victorian Government regulations, anyone who fails to follow the new advertising requirements – quoting both a PER and microchip number – could face penalties.

For more information visit www.animalwelfare.vic.gov.au.

Media enquiries 
Ben Piscioneri
p) (03) 5018 8689 
e) ben.piscioneri@mildura.vic.gov.au