Consumer Guide
Navigating the Puppy Pipeline
Everything you need in one place so you can buy or adopt responsibly. No digging around the entire internet required.
What This Page Covers
This page, and Fetch the Facts as a whole, was not created to promote the commercial puppy industry. Its purpose is to help educate consumers, encourage responsible decision-making, and hopefully slow the steady influx of dogs entering shelters due to unethical sellers, misleading marketing tactics, poor breeding practices, and financing companies that take advantage of consumers’ lack of financial literacy. Until shelters are no longer overcrowded, Fetch the Facts will continue to advocate for adoption while also promoting greater transparency, research, and public awareness throughout the dog industry.
This page is designed to help consumers better understand the history of puppy mills, how puppy selling should never have evolved into a large commercial industry, and the terminology commonly used throughout the dog trade. Learn how marketing and emotional advertising influence puppy sales, and follow step-by-step guidance on researching breeders, sellers, rescues, and online puppy listings before making a purchase or adoption decision.
The sections below will take you to more detailed pages that break down the federal and Pennsylvania systems, explain how to navigate licensing and inspection records, discuss how to recognize potential rescue scams, and how financing a puppy can create significant financial and long-term risks for consumers.
Animal Welfare Act & Commercial Dog Industry
Learn how the United States Department of Agriculture (USDA) and the Animal Welfare Act (AWA) regulate parts of the commercial dog industry, including breeders, brokers, transporters, and pet stores. Explore licensing requirements, inspection reports, enforcement, and tools for researching USDA-licensed facilities.
PA Dog Law & Kennel Regulations
Learn about Pennsylvania dog laws and kennel regulations, including licensing requirements, inspections, consumer protections, and enforcement. Explore tools and resources for researching kennels, reviewing inspection reports, and understanding how state oversight works.
(More states coming soon)
How to Research a Rescue or Shelter
Learn how to research shelters and rescue organizations before adopting a dog. This section explores rescue transparency, common red flags, interstate transport networks, and how to use public records such as IRS Form 990 filings, state registrations, and inspection reports to better understand how an organization operates.
What is Predatory Financing?
Learn how puppy financing works, including common loan structures, payment plans, and consumer risks associated with pet purchases. Explore red flags, financing contracts, interest rates, and the practices that can lead to long-term financial hardship for consumers.
The History of Puppy Mills
The roots of today’s commercial dog breeding industry go back more than a century. In the mid-1800s during the Victorian era, wealthy women in England began breeding dogs for show, leading to the formation of Kennel Clubs across Europe. By 1884, these ideas made their way to the U.S. with the founding of the American Kennel Club (AKC), a registry focused on purebred dogs and competitive breeding standards.
In the early 1900s, waves of European immigrants brought farming knowledge and industrial techniques that reshaped agriculture in America. After World War II, the U.S. economy surged, and families began leaving rural farms for suburban life. With newfound prosperity, many middle-class families began purchasing purebred puppies as a symbol of status and stability.
But the demand for dogs quickly outpaced what neighborhood breeders could supply. Farmers, facing a loss of income, saw an opportunity. Dogs were smaller than livestock, required less land, and came with minimal overhead. Breeding dogs for mass sale became a new form of agriculture. And so, the commercial dog breeding industry was born.
These facilities prioritized quantity over care, often housing dogs in cramped cages with poor sanitation, inadequate medical attention, and no regard for the dogs’ physical or emotional well-being. Pet stores sprang up in cities and suburbs, creating a pipeline that moved puppies from farm sheds to display windows, leaving people unaware of the puppies’ horrific beginnings.
Public awareness began to shift in 1965, when a Pennsylvania family’s Dalmatian, Pepper, was stolen and later found dead, after being sold to a New York research laboratory. Outrage over her death reached Congress, where Representative Joseph Resnick of New York introduced the Laboratory Animal Welfare Act, the first version of what would become the Animal Welfare Act (AWA) in 1966. This marked the first federal effort to regulate the treatment of animals bred for research, exhibition, and commercial sale.
The Puppy Pipeline
Now that you know the history of how commercial dog breeding began, it’s important to understand how the modern puppy pipeline works today. The puppy pipeline is the hidden supply chain that moves puppies from breeders to brokers, transporters, pet stores, websites, research facilities, and sometimes even fake rescues. By the time a puppy reaches a consumer, it may have traveled hundreds of miles and changed hands multiple times while its mother remains behind, producing litter after litter.
The Breeding Facility
A place where dogs are housed, bred, and cared for to produce puppies for profit. These facilities can range from small home-based operations with just a few dogs to large commercial kennels with hundreds of animals.
The Broker/Dealer
A middleman who buys puppies in bulk, bundles them with others, and ships them across the country to pet stores and online sellers, often without the consumer (you) ever knowing where they came from. Some also buy and resell to research facilities.
The Transporters
Transporters pick up dogs from breeder facilities, broker facilities, or other holding sites. They usually move large numbers of dogs at once, stacked in crates inside trucks or vans. Puppies from different breeders are often mixed together during transport before being delivered to their final destination.
You, The Consumer
By the time the puppy reaches you, it could have traveled hundreds of miles or more. This is why it’s important to verify its journey from the mother to you so you know you’re supporting ethical and responsible people.
How the Puppy Pipeline Affects Dogs
Did you know that puppies born in stressful environments tend to suffer from lifelong physiological issues?
According to the USDA, maternal stress during pregnancy can harm a puppy’s health and behavior for life. Research from the Journal of Veterinary Behavior also shows that reducing stress from the prenatal stage through adolescence is critical for healthy development. Yet in most commercial breeding facilities, mothers live in stressful conditions before and after birth.
At about 8 weeks old, a puppy is removed from its mother. During this period of time its maternal antibodies start dropping. Breeders often ship puppies to pet stores or brokers. According to a quote in a November 2024 article in the New York Post by HSUS Spokesperson John Goodwin, “about two thirds of the puppies in pet stores are routed through brokers.” Long trips, crowded vehicles, and multiple handlers increase their risk of illness, infection, and lasting behavioral issues. It’s also at this time that they enter the “fear period“. This is a sensitive time in a puppy’s life which should be free of stress and anxiety, not long distance trips in crowded vehicles to strange places.
Efficiency & Consumer Access
When looking at the evolution and the history of dog breeding, it was never meant to be a commercial operation.
Buying a puppy online or at a pet store may feel convenient, but behind the scenes is a hidden pipeline. Puppies don’t come from the store itself; the vast majority of them are shipped through brokers and transporters after being bred in large-scale facilities focused on profit, not welfare.
By the time they reach the store or a parking lot handoff, most puppies have endured stressful travel, multiple handlers, and risky conditions. What seems like a simple shopping trip is actually fueling a system built on mass breeding and possible suffering. The reality of the puppy industry is multifaceted.
Research Before You Buy
A Step-By-Step Guide: Not all puppy sellers are the same. These steps walk you through how to spot red flags, ask the right questions, and verify seller credentials so you can bring home a healthy puppy without supporting inhumane practices.
Signs of Irresponsible Breeding/Selling
🔴 The pet store, online seller, or breeder does not perform a background check on the consumer. Responsible breeders interview, check references, and verify the home environment to ensure a lifelong, safe placement. They will also provide a written contract regarding a solid plan if the consumer is unable to keep the dog regardless of the reason.
🔴 The seller doesn’t have a solid rehoming plan for retired dogs or puppies that do not sell. Find out what happens in these situations and verify the information.
🔴 They offer a variety of breeds but do not have a deep knowledge of each breed. Remember that the original purpose of dog breeding was to develop dogs with specific working abilities, behaviors, and physical traits that helped humans perform tasks.
🔴 Some states require the seller to disclose the breeder information. If your state law requires this, but the seller doesn’t provide it, they’re hiding something.
High-Pressure Sales Tactics
🔴 The offer financing. When a puppy is bought due to an emotional and impulsive decision, it often becomes collateral damage for a risky financial decision.
🔴 They tell you other people are interested in the same dog, so you feel pressure to purchase.
🔴 The seller has a heavy focus on the “health guarantee” for the puppy. This can be used to distract from questions about breeding conditions, genetic testing, or the puppy’s background. Many guarantees have limitations and do not prevent inherited health or behavioral problems from appearing later. Check your state laws here.
🔴 The breeder refuses to let you visit where the puppies are raised and instead insists on meeting in a neutral location. If a breeder is conducting background checks and carefully screening you before placing a living animal in your care, safety and security shouldn’t be an issue on either end.
🔴 The breeder lets you visit the home, but the puppy’s mother is [insert excuse as to why you can’t see her]. Always view the mother.
Deceptive Marketing Tactics
🔴 Many sellers advertise as a “certified breeder”. These words are not proof of ethical breeding. Confirm who certified them and if the certification was done using science-based standards, not a self-reported, pay-for-badge scheme from recognized organizations.
🔴 The puppy is advertised as [insert multiple letter agency here]. Most of these agencies are strictly registries that you pay for. It’s typically a marketing technique to sell puppies at a high price, so the consumer is under the illusion that they are getting a healthy and well-bred dog.
🔴 Breeder directories and classified sites are open advertising platforms with little or no independent oversight. Most include disclaimers that they aren’t responsible for a puppy’s health or welfare, even while claiming to ‘screen’ breeders. Treat these claims as marketing techniques.
🔴 Lists “inspection notes” on their website. Unless it is linked directly to the USDA or State inspection records, it is not a inspected by a government agency. Reminder: All state must follow the USDA’s Animal Welfare Act but some states have additional laws regarding animal welfare. You can find PA kennel inspection reports here.
A breeder or kennel license does not automatically equal a reputable and good breeder, just like a driver’s license doesn’t make everyone a good driver. What a license does provide is accountability. It gives consumers a way to verify that the seller is meeting at least the bare minimum standards required by law.
A licensed seller is subject to inspections under the Animal Welfare Act (AWA) and/or state laws. The AWA standards are set to the bare minimum to keep the dog alive. If the seller has clean inspection reports, this does not necessarily mean they are acting ethically; it simply means they are complying with the law.
Don’t impulse buy a puppy. Pet stores and online sellers often use high-pressure sales tactics that support unethical breeding practices. Always visit the breeder and see how the dogs are raised first.
While every dog deserves a home, buying from irresponsible sellers funds the cycle of abuse. Walking away may not save one puppy today, but it helps protect countless dogs and future litters from suffering. Together, we can help end the cycle.
If you decide adoption isn’t for you and you want to buy responsibly, research licenses and inspection reports at both the federal and state levels. Never buy a puppy before doing your research.
What is a CVI?
A certificate of veterinary inspection (CVI) is an official document issued by a federal accredited veterinarian certifying that the animals identified on the document have been inspected and were found to satisfy the regulations pertaining to their intended movement. This could be within the same state (intrastate), between states (interstate), or internationally.
What is a USDA-accredited veterinarian?
A USDA-accredited veterinarian has completed formal training, in addition to their Doctorate of Veterinary Medicine (DVM), from the National Veterinary Accreditation Program (NVAP) in the State(s) they are licensed to practice medicine. Accreditation is State-specific and voluntary (not all veterinarians are accredited).
What information needs to be on a CVI?
CVI must clearly list the following:
- A raised seal (this is to ensure it’s authentic)
- Veterinarian’s signature and USDA (NOT STATE) accreditation number
- Breeder’s name and address
- USDA and/or state license number (if applicable)
- All required vaccinations (rabies, DAPP, etc) and results of the health exam
- Was the CVI issued in the last 30 days? This varies by state. You can check your state’s law here.
*Don’t confuse the “Guarantee of Good Health” or “Purchaser’s Agreement” for a CVI.
What red flags should I look for on a puppy’s CVI?
- Missing or incomplete information.
- Puppy listed as coming from a broker, not a breeder.
- Multiple puppies grouped under one transport.
- Vaccines given too early (before 6–7 weeks).
- Dates that don’t line up with puppy’s age.
Are there federal and/or state laws requiring CVI’s?
Yes and no.
- Federal: Because pet stores typically qualify under the AWA’s “retail pet store” exemption, they are not legally required to provide a CVI unless state-specific law mandates it. However, online sellers that ship across state lines are required to have a CVI. Intrastate transport will be subject to the different state laws.
- State: In most states, a CVI is only required when an animal crosses state lines. But some states extend that requirement to all sales, transfers, or adoptions within the state, mostly to strengthen consumer protection and animal welfare.
What is a Health Guarantee?
A health guarantee (sometimes called a “puppy guarantee” or “warranty”) is a written contract that a puppy seller gives the buyer, promising certain protections about the puppy’s health.
Is a CVI the same thing as a health guarantee?
No.
- A CVI verifies that a puppy is healthy enough to travel and will not spread contagious diseases. It is not an assessment of long-term or genetic health.
- A health guarantee will vary by seller. Some state laws have a version of what is often referred to as a “puppy lemon law”. Pennsylvania’s puppy lemon law falls under The Unfair Trade Practices and Consumer Protection Law, which includes the Dog Purchaser Protection Act. All pet stores and online sellers in PA are required to follow this law.
Is a health certificate and a health guarantee the same thing?
No.
- The health certificate=a CVI. These terms are interchangeable. It is the official proof of good health signed by a licensed veterinarian.
- The health guarantee is only as strong as the seller’s willingness (or legal obligation under state law) to honor it.
Are all health guarantees the same?
No.
In states without “puppy lemon laws,” sellers provide them at their own discretion.
Which states have puppy lemon laws?
According to an article in Consumer Affairs, as of February 2025, only 22 states have a version of a puppy lemon law.
The Power of Marketing Language
In the sale of puppies, language plays a critical role in shaping consumer perception. Lets examine some frequently used terminology you will see in advertisements.
“Health Guarantee”
The health guarantee is either required by law, depending on the state, or is only as good as the seller’s word. Before you purchase, know your state laws and review the fine print on the puppy’s contract.
“Show Quality”
Both breeders and buyers must have a strong understanding of the breed when evaluating a dog as “show quality”. Breeders who legitimately advertise show-quality dogs generally produce only one or two litters per year, focusing on a single purebred breed. They typically do not breed “hybrids” or “designer dogs”. If purchasing a dog marketed as “show quality”, it is essential to research the breed thoroughly and understand the factors that contribute to the higher price. “Responsible breeders, after all, are not in it for the money. They focus on producing healthy, sound dogs that meet the breed standard.” (AKC)
“Registrable”
As a consumer, it is important to ask why a puppy is being sold as “registrable” rather than already registered. Confirm which registry the puppy is eligible for, how many generations are documented, and whether the seller will provide veterinary records to demonstrate healthy lineage. Consider why registration matters to you, and weigh both the upfront cost of the puppy and the additional expense of completing the registration process. Each registry has various types of registrations within its organization that are not equal. For example, “AKC Registrable” means that you fill out the paperwork, pay the fee and the AKC determines if the puppy receives a full or limited registration.
Something to consider: Registering a puppy with any registry and receiving “papers” is similar to registering your car with the DMV. A car registration does not mean the car is high quality. Just like a dog registry does not mean a healthy puppy.
“USDA Licensed Breeder”
The standards of care required for breeder licensing represent the minimum level necessary to comply with the law, rather than higher best-practice standards.
“Certified breeder”
A certified breeder may look good on paper, but who is certifying the breeder? Most times, the breeder has to complete online paperwork, pay a fee, then agree to the terms and conditions of the site in which they are advertising. The advertising site does not send educated and qualified inspectors to confirm that what the breeder claims on the paperwork is accurate. There are no site visits to the breeder’s home to check on the welfare and health of the dogs and puppies. There is no universal certification process in the United States.
“Pedigree”
This is a certificate issued by a specific registry that shows the puppy’s lineage. Ask to see the certificate and verify its authenticity. Unethical breeders will use this in an advertisement, but without proof, it means nothing.
“Champion bloodline”
This typically means that one of the puppy’s ancestors competed in a show at some point. Ask why this is being advertised and for proof of that information.
“Full registration with upcharge”
The puppy is on a registry, but with limited registration. Registries like the AKC have different registration levels for puppies. Limited means that the puppy can’t be bred. But some breeders will offer you breeding rights for a price. This is a major red flag. Reputable breeders do not sell breeding rights.
“Full Breeding Rights”
A responsible breeder typically does not offer this to the general public because it is usually reserved for breed preservation with an experienced breeder. It is extremely important to note that this does not guarantee that the dog is proven to be healthy, genetically sound, or suitable for breeding. It also does not guarantee that the dog meets breed standards for temperament or as a show dog. Ask the breeder why this dog has full breeding rights. Do other dogs in the litter also have breeding rights? Does the breeder have other litters offered with breeding rights? Decide if this justifies the large sum of money you’re paying.
“Puppy Adoption Website”
Many people associate ‘adoption’ with shelters and rescues. Webster’s defines adopt as ‘to take or acquire by choice,’ so using ‘adopt’ for a retail sale is technically permissible; however, when a for-profit seller uses it, the wording can mislead because the transaction is a sale, not a rescue adoption. Additionally, when a puppy-selling site uses ‘adopt’ in its tagline, search engines may treat it like a shelter or rescue in search results, thus optimizing sales while manipulating the customer.
“OFA Tested” and/or “DNA Tested”
Orthopedic Foundation for Animals (OFA): a nonprofit that maintains health and DNA databases and certifies dogs for genetic and orthopedic conditions to promote healthier breeding. The OFA and the AKC Canine Health Foundation (CHF) collaborated to create the Canine Health Information Center (CHIC), a separate nonprofit database program dedicated to breed-specific health screening.
Notes:
- In 1996, Gail Smith, a veterinarian from the University of Pennsylvania, received a patent for the PennHIP method. The OFA will record PennHIP results on request.
- The OFA recommends that owners release all test results to the public, but if the dog has abnormal results, the owner may choose not to release the results, possibly causing selection bias.
What to do next: Ask why the results weren’t registered. Then ask for the original results so you can make a copy or take a photo to verify the authenticity. Ask for the veterinarian’s name and phone number who performed the tests so you can verify all of the information.
Reminder
Buying a puppy is a major investment. If you encounter any form of these marketing tactics, don’t be afraid to ask questions. Puppies are very expensive. No seller should be offended by these questions unless they have something to hide.
Getting this information before purchasing is both financially responsible and an important step in helping protect the welfare of the puppy and the mother.
Online Puppy Sites:
Hype vs Truth
Use caution when reading claims on websites. Marketing is a big part of the puppy selling industry. A well designed website does not mean the puppies are from good homes.
Website
Good Dog
Disclaimer: Fetch the Facts examined this website solely as an illustrative example. This review is for educational purposes only and should not be construed as an endorsement or criticism of any website.
Claim: “We screen every member of our community for quality and make their practices transparent.”
Translation: The breeder fills out a form and pays a fee. The company determines based on that form if the breeder is qualified for the site based on paperwork but does not physically view the puppies or visit the breeder’s home.
Claim: “Every member of our community must agree to follow our community standards that prioritize responsible breeding practices before joining Good Dog.”
Translation: Breeders sign a paper that they will follow the rules but no one from the company physically views the puppies or visits the breeder’s home.
Claim: “Our screening department comprehensively considers many aspects of a breeding program…Each key area is assessed individually based on the practices a breeder reports to us and an assessment is also made on the program as a whole.”
Translation: The breeder tells a representative from the screening department what they do but the company does not physically view the puppies or visit the breeder’s home.
Claim: “Breeders apply to Good Dog through an online questionnaire. The application is then reviewed by our screening team to ensure the breeding practices they are reporting are in compliance with our community standards.”
Translation: Breeder fills out a form and pays a fee. No one from the company physically views the puppies or visits the breeder’s home.
Claim: “To help distinguish between breeding programs, we identify breeding programs who self-report to performing a different number of the recommended tests for their breed.”
Translation: If a breeder chooses to pay for health tests for their dogs and puppies, the company will advertise that for them. But the do not verify the results of the tests since it’s self reported by the breeder.
Claim: “We ask breeders to confirm their breeding dogs and puppies receive the regular and specialized veterinary care and appropriate nutrition. We also ask breeders to confirm their dogs are bred at an appropriate age (not too young or too old) and within a recommended breeding frequency. And we ask breeders to share their puppy care practices, including their protocols for vaccinations and deworming.”
Translation: The company does not verify that the above conditions are met. Breeders self report that they are complying.
Claim: “[Breeder’s name] reports to performing the health tests below on their breeding dogs.” Then proceeds to list the tests as”(rDVM, not registered with OFA)”.
Translation: The breeder self-reported that the parents had the listed health tests performed by their regular veterinarian; however, the results were not registered in any public database. This could be due to many factors such as cost, data wasn’t submitted to the correct database or the results were not favorable to the sales price.
Claim: “As a Good Dog breeder, you understand that finding the right match is about a family’s commitment, preparation, and long-term dedication to your puppies. By offering more ways for qualified families to complete their final puppy payment while maintaining rigorous buyer screening standards, we’re making it even easier for you to find more exceptional homes for your puppies.”
Translation: This is a fancy way of offering high interest financing. If the consumer can’t afford the puppy in full at the time of purchase, this is a red flag that they may not be able to afford future veterinary bills and regular care for the dog. Due to this being an irresponsible business practice, some states have consumer protection laws regulating this in pet stores and for online sellers.
Website
Puppy Spot
Disclaimer: Fetch the Facts examined this website solely as an illustrative example. This review is for educational purposes only and should not be construed as an endorsement or criticism of any website.
Claim: “PuppySpot is a pet adoption service that helps households across America find their perfect puppy. We are an important alternative to shelters and rescues for people who are looking for a certain breed, personality, or type of puppy, e.g. non-allergenic. “
Translation: They are using the word “adoption” as a marketing tool to sell puppies.
Claim: “All sellers and breeders should be licensed by the USDA, unless they are exempt for religious reasons.”
Translation: Using the word ‘should’ is misleading. They are either implying that it is their opinion that all breeders should be licensed by the USDA or they are falsely stating that all breeders should be licensed by the USDA. Breeders who meet the criteria set by the Animal Welfare Act and/or their state laws must be licensed.
Claim: 10-year health guarantee
Translation: According to their terms and conditions this means, “Our health issue commitment as provided below is contingent on you buying a pet insurance policy on your puppy for the entire first 12 months of his/her life.” After you visit two veterinarians, they will ” issue a credit equal to fifty percent (50%) of the purchase price of your puppy, to be used toward the purchase of another puppy from PuppySpot ” or “reimburse you for your actually incurred veterinary expenses associated with such diagnosed condition, up to twenty-five percent of the original purchase price of your puppy.” They require proof that you have raised a claim with your insurance provider. Only valid claims from your insurance provider will be considered valid under our Health Commitment and be eligible for reimbursement.
This is why it is important to read the fine print and completely understand what you are reading.
What to do next: Be cautious if the advertisement doesn’t list the breeder’s USDA and/or state license number or even the state they are in. Without that information, you can’t independently verify licensure except by calling a website’s representative. Some listings also show older puppies without vaccinations; ask why required shots are missing for a pup past the recommended age and request the veterinary records to confirm. And remember that a license to breed does not always mean a good breeder.
Note: Other puppy-selling websites advertise using the same marketing language and techniques as above. They may connect their site to a registry to appear more legitimate. These are examples of how advertising can sway the consumer to think that well-put-together websites from larger companies are only sourcing from responsible and ethical sellers.
Alphabet Soup
Many pet stores and online sellers advertise with 3-4 letter registry acronyms next to a puppy to imply it’s healthy, well-bred, and from a reputable source, often summed up as ‘has papers.’ In reality, registration is mostly record-keeping; no registry can guarantee health, breeding quality, or ethics.
A dog registry is the same concept as the DMV. Registering a car with the DMV doesn’t mean the car is safe, reliable, or well maintained. It just means it’s officially recorded. Same goes for dog registries. There are dozens of registries, United Kennel Club (UKC), American Purebred Registry (APR), and National Hybrid Registry (NHR), to name a few. Different acronyms, same ‘papers’, but no proof of quality.
Disclaimer: Fetch the Facts examined the AKC website solely as an illustrative example, given its age and prominence in the United States. This review is for educational purposes only and should not be construed as an endorsement or criticism of the AKC or any other registry. The goal is to help consumers understand what these entities do and what they don’t, so they can make informed decisions when purchasing or adopting a puppy.
What is the AKC?
The American Kennel Club (AKC) is a 501(c)(4) social welfare organization with more than $99 million in revenue, meaning it is a nonprofit organization that is exempt from federal income tax. Some affiliated AKC entities hold separate IRS tax-exempt statuses, including 501(c)(3) charitable organizations. It designates itself as a “club of clubs” which comprises of over 635 autonomous, financially independent dog clubs and nearly 4,500 licensed and sanctioned affiliated clubs throughout the United Sates. It was formed in 1884 with a focus mainly on conformation shows (dog shows) but over the years has amplified its marketing, media and brand name. However, the core revenue still comes from registrations and event fees. The AKC gives back through four affiliated nonprofits, while its Government Relations arm actively lobbies to shape breeding and ownership laws.
My puppy comes with ‘papers’. Does that mean it is guaranteed healthy and it’s from a reputable breeder?
Not guaranteed. When the puppy comes with ‘papers’ it means that it is registered in a database. An AKC puppy will be registered under ‘full registration’ or ‘limited registration’. The AKC states on their website that they will not be involved in disputes concerning the type of registration. According to the Procedures for Registration Booklet, “Under AKC procedures, ownership of a dog will not be recorded in the name of any organization or corporation which, in any manner, deals in dogs for resale. This procedure has been adopted to foster and encourage the amateur sport of breeding and showing purebred dogs.” If you’re buying online or from a pet store, first confirm who the breeder is and review the AKC registration application to ensure it’s correct
My puppy is listed on AKC Marketplace, does this mean it is from a reputable breeder?
Not necessarily. AKC Marketplace is an online puppy-selling site that states, “many AKC Marketplace breeders pledge to uphold AKC-endorsed responsible breeding practices.” The disclaimer at the bottom of their site states that they do not license or endorse breeders, or those listed on their site, and are not liable for any dealings between the seller and buyer. AKC Marketplace is an online puppy selling site that cannot guarantee high quality puppies or ethical breeders.
My puppy’s breeder had badges next to their name. Does that mean that they are more qualified than other breeders?
Not necessarily. These are used for advertising the AKC brand, not proof of quality. They’re typically granted for a fee and the breeder’s self-reporting without strict oversight. Ask exactly how each badge improves your puppy’s health, and require documentation that justifies the price.
What do the badges mean?
AKC Club Member: There are nearly 5,000 dog clubs in the United States that hold affiliated events under the umbrella of the AKC for competition by AKC registered dogs.
Translation: Find out what club the breeder is a member of and why that is important to you. Then decide of this badge helps improve the health and welfare of the puppy to justify the price you’re paying.
Breeder of Merit: Established in 2010 to identify and honor those breeders who consistently meet the high standards of the AKC and who actively promote the sport of purebred dogs.
Qualifications:
To qualify, breeders must have 5 years of involvement in AKC events, earn titles on 4+ dogs they bred, belong to an AKC club, follow recommended health screenings, and ensure all puppies are individually AKC registered.
Translation: Breeders of Merit are self reporting to the AKC and does not require AKC staff to visit the breeder’s home to verify the information. All health screens are required to be done through the AKC DNA program or an AKC approved program.
Bred with H.E.A.R.T: Established in 2015 as a program for all breeders to improve the health and well-being of purebred dogs by “challenging” breeders to meet health testing standards and participate in continuing education.
Qualifications:
Breeders in this AKC program “agree” to follow breed-specific health testing recommendations as per AKC Breed Parent Club, “promise” to continue AKC breeder education classes, “agree to comply” with AKC inspections and policies, and take responsibility for the dogs they produce. In return, breeders receive marketing benefits, discounts, promotional tools, and preferred visibility through AKC services and listings.
Translation: AKC’s Bred with H.E.A.R.T. relies on breeder self-reporting. Participants attest they meet the requirements. The wording reads like a certification, but independent verification is limited and does not require AKC staff to visit the breeder’s home to verify the information.
How do the breeders earn the badges that they use for advertising?
They sign up for AKC Canine College. Breeders can pay for online courses, which include webinars, breeder discussion boards, and self-paced courses. They earn badges and AKC-branded certificates to guide them in their program and for marketing purposes.
Does the AKC conduct inspections on its breeders?
The AKC’s Inspections and Compliance department states inspectors “conduct inspections of breeders and pet stores to ensure they properly maintain their dogs, kennels, and records to support the registration applications submitted to the AKC.” An article written by Marcus Bach, director of AKC Inspections and Compliance on 2/24/22, states “One hundred ninety-seven distinctly different breeds, thousands of individual breeders, 10 field staff conducting inspections throughout the country – this is the Investigations and Inspections department of the American Kennel Club.”
According to data from the World Inspections website, there were 16,132 AKC breeders in the United States in 2024. If the AKC Inspections and Compliance Division employs 10 inspectors to cover the entire country, it’s a reasonable assumption that breeders are inspected every 3 years. But they don’t release data to the public on which breeders were inspected or the inspection reports. Therefore, it is not possible to know which breeders were inspected by the AKC Inspections and Compliance Division to support their claim.
My puppy comes with AKC Pet Insurance.
The disclaimer on their website states: “AKC Pet Insurance” program is a marketing name used by PPI and is not an AKC business nor an insurer. AKC does not offer or sell insurance plans. “AKC” and its related trademarks are used by PPI under license; AKC may receive compensation from PPI.”
Bottom line: The AKC is the oldest and most widely known dog registry in the U.S. It promotes breed preservation and responsible ownership, but it’s also a brand that markets its services. AKC registration alone doesn’t guarantee a reputable breeder. Always do your research and visit the breeder before you buy.
Canine Care Certified
A voluntary certification program developed at Purdue University by Dr. Candace Croney in which breeders may choose to participate. The program uses science-based, expert-reviewed standards intended to evaluate and promote canine welfare practices.
Disclaimer: Fetch the Facts examined the CCC website solely as an illustrative example. This review is for educational purposes only and should not be construed as an endorsement or criticism of the CCC or any of its affiliates. The goal is to help consumers understand what these entities do and what they don’t, so you can make informed decisions when purchasing or adopting a puppy.
Canine Care Certified
Background: Starting in 2014, Purdue University’s Center for Animal Welfare Science led a two year research project on commercial dog breeding. The project was funded by three different tax exempt nonprofit 501(c)(6) organizations and additional support from the federal government (The Times-Mail, Aug 14, 2014). The three organizations under the 501(c)(6) are trade organizations that promote common business interests and industries rather than acting as charities, allowing for significant lobbying and advocacy. A 501(c)(6) is exempt from federal income tax, but donations are not tax-deductible as charitable contributions. They may be deductible as business expenses.
This volunteer program focuses on:
- nutrition
- veterinary care
- housing/environment
- handling and behavioral welfare
- exercise and enrichment
- rehoming
- educating breeders
Canine Care Certified™ certifies dog breeders and their kennels; the program does not certify distributors, transporters, pet stores, or online platforms that sell puppies.
Although the website includes a map of “Canine Care Certified Breeders by State,” they do not list certified breeders publicly. Several large puppy brokers and retail chains state that they hope to have more of their breeders certified in the future, but it was difficult to locate breeders currently holding this certification. Canine Care Certified uses a third-party auditing company, Validus, to conduct independent audits. If a breeder claims to be Canine Care Certified, ask for their certificate number and use the button below to verify their certification.
Research Corner
The resources and information above are gathered in one place below. Education and informed consumer choices are critical tools in exposing and reducing inhumane puppy breeding and sales practices.
Stress in pregnant dogs can affect puppies’ lifelong health & behavior.
A 2017 study of high volume commercial dog breeding facilities.
Learn and understand the stages of puppy development.
Twenty two U.S. states that have enacted Puppy Lemon Laws.
Standards of care for animals transported
in commerce.
Pennsylvania’s Puppy Lemon Law and how to file a consumer complaint.
PA’s CVI frequently asked questions fact sheet.
Find a USDA-accredited veterinarian.
Need help researching?
The goal of this site is to put all of the information in one place and make it free to the public but we know researching a puppy seller, breeder, rescue, or shelter takes time and sorting through public records, inspection reports, and licensing information can be overwhelming. Fetch the Facts offers consumer research services to help make the process easier. Whether you’re looking to support a responsible breeder or want to learn more about a rescue or shelter before adopting, we’re here to help.
Fetch the Facts does not promote or discourage a consumer’s choice to select a specific dog breed, but encourages informed and responsible decisions regardless of where a dog comes from. We believe that supporting responsible breeding practices, ethical rescues, and informed pet ownership can help improve animal welfare and reduce the number of dogs entering shelters over time.
If you are interested in this service please choose from one of the options below:
Puppy Trace Report
This report traces the puppy’s path from its current seller back to the breeder using publicly available records available under federal and applicable state laws. Depending on what information is publicly available, the report may include:
- The seller’s license number
- Seller inspection reports
- The breeder’s and/or broker’s license number
- Breeder and/or broker inspection reports
- Previous business names or aliases associated with the breeder, broker, or seller
- Copies of inspections or enforcement reports
- The transporter’s USDA registration number and any publicly available transporter violations or enforcement records.
This report is based solely on publicly available information and record availability may vary by state, agency and seller.
Not sure how many reports you need?
Review the examples below before submitting your request. Puppies from the same litter and seller can often be researched together, while puppies from different litters or sellers require separate research reports.
Shelter/Rescue Transparency Report
This report reviews a rescue or shelter using publicly available records and information available under federal, state, and local laws (when applicable). Depending on what information is publicly available, the report may include:
- The organization’s registered business or nonprofit name
- State charity or nonprofit registration information
- USDA and/or state license information (if applicable)
- Inspection reports and publicly available violations
- Previous business names, aliases, or affiliated organizations
- Consumer complaints
- Enforcement actions, or legal cases that are publicly documented
This report is based solely on publicly available information and record availability may vary by state, agency, and organization type.
PetSmart “made a conscious decision not to sell dogs and cats because of the hundreds of thousands of dogs and cats that are euthanized each year.” And they donate space to local rescues to help with adoptions.
Frequently Asked Questions
➡️ How many dogs and puppies can one breeder have at a time?
Under the Animal Welfare Act (AWA) breeders with 4+ breeding females must be licensed by the United States Department of Agriculture (USDA). Then, some states have their own breeder and/or kennel laws. Breeders are required to follow both federal and state laws. You can view federal requirements here. Fetch the Facts only has Pennsylvania laws currently on the site but will be adding more soon. You can view Pennsylvania laws here.
➡️ Can I ask the puppy seller for USDA and State license numbers for both the breeder and the broker?
Absolutely! You’ll want to know the entire journey of how your puppy got to you so you can ensure that it was treated ethically and from a small breeder if that’s what is being claimed. It’s extremely important to verify this information BEFORE purchasing. Find USDA inspection records here. Find PA inspection records here. Check other state laws here.
➡️ I found a puppy for sale from a licensed breeder. Does that mean the puppy isn’t from a puppy mill?
The USDA standards of care are set to bare minimum. They are meant to keep a puppy alive and not to thrive. Some states have slightly higher standards of care but the only way to verify that you are supporting an ethical breeder is to visit where the puppy and mother live.
➡️ If I found a puppy on an online site, do I still have to verify the breeder and broker?
Definitely! Most puppies listed on puppy listing websites are from commercial breeders and commercial brokers. Despite a claim of “small family breeders” or similar language, the majority of small family breeders never list their puppies on websites or sell to pet stores.
➡️ Doesn’t every dog deserve a home? Wouldn’t I be saving the puppy the puppy anyway by buying it from anyone?
That is one of the tactics some sellers use to pressure buyers into making an emotional purchase. It can be difficult to walk away knowing the puppy may remain in that situation, but continuing to buy from unethical sellers can help keep the cycle going. Research where the puppy is coming from before making a decision. This applies to rescues as well. Not all rescues operate ethically, and some bad actors present themselves as rescues or rehoming organizations.
➡️ My puppy comes with a “guarantee of good health”. Does that mean it was seen by an accredited veterinarian?
No. It’s important to verify that the dog has a Certificate of Veterinary Inspection (CVI). Verify that it is an accredited veterinarian here. And make sure to view the original certificate so you can verify it has a raised seal.
➡️ My breeder has a breeder certification badge (or multiple badges) listed next to their name. Does that mean that they are credible?
Not necessarily. The majority of breeder badges or certifications are earned simply by completing an online application and paying a fee. These badges do not automatically make a breeder more qualified or ethical. It is basically a marketing tool.
➡️ The puppy is listed as [insert 3 letter agency here]. Does that ensure a high quality breeder?
Not necessarily. Remember that the puppy-selling industry is still a business. The goal is to breed, market, and sell puppies for profit. Like many industries, the puppy-selling industry also uses marketing techniques to build consumer trust and encourage sales.
➡️ I want to rescue but I’m afraid that the online site may be a scam. How can I verify it is a legitimate rescue?
It takes a little work to verify but Fetch the Facts has a step-by-step guide. You can find that here.