IPAAG (Irish Pet Advertising Advisory Group) is an advisory group made up of leading Irish animal welfare organisations, representatives from the veterinary profession and online platforms.
This initiative is focused on improving the welfare of pets advertised online across Ireland.
What IPAAG Does
IPAAG works with online marketplaces to implement and maintain Minimum Standards designed to:
Protect the welfare of animals advertised online
Help identify and prevent illegal activity
Promote responsible pet advertising
Improve transparency for buyers
Websites that are IPAAG-compliant, including DoneDeal, agree to apply these Minimum Standards to pet advertisements on their platforms.
How This Helps Buyers
IPAAG-compliant platforms aim to provide sufficient information within adverts to allow buyers to make informed decisions.
This helps:
Reduce impulse purchases
Encourage responsible pet ownership
Minimise the risk of regret after purchase
Consumers are encouraged to use platforms that follow recognised welfare standards and to report adverts that appear to fall below these requirements.
Monitoring and Reporting
Participating animal welfare organisations support IPAAG by:
Operating dedicated volunteer moderator groups
Reviewing advertisements across species
Reporting listings that do not meet the Minimum Standards directly to the relevant platform
Trade association representatives within IPAAG may also provide guidance where animal welfare concerns arise.
Public Awareness and Education
All IPAAG members are committed to educating the public about responsible pet purchasing and online advertising practices.
Promoting awareness, transparency and cooperation helps improve animal welfare standards across Ireland.
For further information, IPAAG provides useful guidance materials and resources for the public.
Contact Us
If you have any further questions or would like to chat, please reach out to our Customer Support team.