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.