Puppy advice: raising, training and caring for your puppy
How to Sell Puppies in the UK: Safely, Responsibly and to Happy Forever Homes
How to sell puppies in the UK the right way: the law, matching each puppy to the right home, writing an advert serious buyers trust, vetting buyers and a safe handover.
What this guide covers
Selling puppies well isn't about selling them fast. It's about finding each puppy a happy forever home that suits it for the rest of its life, staying inside the law, and keeping scammers and dealers away from your litter. This guide covers how to sell puppies in the UK step by step, from the rules every dog breeder must follow to the day each puppy leaves, and how we built Companimal to make puppy selling easier for responsible breeders.
How to sell puppies: the short version
- Check the rules first. Puppies can't leave mum before 8 weeks of age, must be microchipped and registered to you, and must be sold by you, the person who bred them.
- Know whether you need a breeders licence. Breeding 3 or more litters in a 12-month period, or breeding as a business, usually means a council licence.
- Get to know each puppy. Their personality tells you which homes will be the right fit.
- Write an honest, detailed advert. Answer potential buyers' questions before they ask, and state the price.
- Advertise where buyers can trust you. A dogs-only marketplace that checks listings keeps you away from puppy farms and dealers.
- Vet every enquiry. Ask questions, invite potential owners to meet the puppies with mum, and say no if it doesn't feel right.
- Hand over safely. Payment cleared in your own banking app, puppy collected from your home, microchip transferred and paperwork in hand.
Selling puppies in the UK: what the law asks of you
You don't need to be a large breeder to sell puppies legally, but all puppy sellers have to follow the same basic rules. Our Lucy's Law guide explains the background in full.
| Rule | What it means for you |
|---|---|
| 8 weeks minimum | No puppy can be sold or leave its mother before 8 weeks old. You can advertise the litter sooner. |
| Microchipped first | Every puppy must be microchipped by 8 weeks and registered to you as the first keeper. |
| Seen with mum | Buyers should meet the puppies with their mother, in the home where they were whelped. |
| Sell direct (Lucy's Law) | In England, Scotland and Wales, puppies must be sold by the person who bred them, never through a third-party dealer or pet shop. |
| Honest health information | Vaccinations, worming, flea treatment and any known health issues, including in the parents, must be described accurately. |
| Collection in person | Puppies are collected from you or delivered by you in person, never sent by courier. |
Do you need a dog breeding licence to sell puppies?
| Nation | You usually need a licence if you... |
|---|---|
| England | breed 3 or more litters in a 12-month period, or breed and advertise puppies as a business |
| Scotland | breed 3 or more litters in 12 months, or breed as a business |
| Wales | keep 3 or more breeding bitches and breed 3 or more litters a year, or advertise a business of selling dogs |
| Northern Ireland | keep 3 or more breeding bitches and breed 3 or more litters a year, or advertise a business of selling dogs |
A licensed breeder in England must show their licence number, the issuing council, a photo of the puppy and its age in every advert. A one-off family litter is usually below the threshold, so you can sell without a licence. If you're unsure which side of the line you're on, ask your council's licensing team before you advertise. Rules change, so their guidance always wins.
Some dogs can't be sold at all. Banned breeds under the Dangerous Dogs Act, including the XL Bully, and dogs with cropped ears can't be advertised anywhere, and our listing rules set out the full list.
Matching puppies with the right owners and good homes
The breeders whose puppies settle well, and who build waiting lists for their next litter, are the ones who put the right puppy in the right home rather than selling to whoever messages first. A good match protects the welfare of puppies long after they leave you: a puppy that doesn't suit its home is the one most at risk of behavioural issues, or of being handed in to rescue centres.
In the weeks before they're ready to leave, each puppy's character starts to show. Note which ones are bold and which are cautious, which settle easily and which want constant company. Then think about the life each puppy would suit:
- A confident, busy puppy may suit an active family or someone with plenty of experience with dogs who wants to go to training classes.
- A quieter, more sensitive puppy may do better in a calm home without young children.
- Every puppy needs an owner who understands what the breed is like as an adult dog: exercise, grooming and time alone. Our breed guides are a good place to send puppy buyers who are still deciding.
Socialisation and puppy development before they leave
The weeks before 8 weeks of age shape how a puppy copes with its new life. Gentle handling every day, everyday household sounds, short meetings with calm visitors and a first taste of time apart from their littermates all help a new puppy settle faster in its new home. Tell potential new owners what each puppy has already met, so they can carry on where you left off.
How to check a puppy buyer is genuine
- Who lives at home, and are there children or other pets?
- How long would the puppy be left alone each day?
- Do they have a secure garden?
- Have they owned the breed before, and why this breed?
- Would they keep in touch and send you updates?
Some breeders send a short questionnaire before the first viewing. If the answers don't feel right, you can say no and wait for the perfect match. A suitable home matters more than a quick sale.
How to write a puppy advert that attracts the right buyers
A good puppy advert answers the questions genuine buyers would ask before they have to ask them. The people who get in touch have then read the details, and the time-wasters move on.
| Include | Why it matters |
|---|---|
| Breed, and whether the puppies are Kennel Club registered | Buyers searching for a breed find you, and pedigree buyers know what they're getting |
| Boys and girls, colours, date of birth and ready-to-leave date | Saves a round of "Is it still available?" messages |
| Microchip, first vaccination, worming and vet checks | Shows the puppies have had proper veterinary care |
| Mum's temperament, and photos of the pups with her | The single strongest sign of an ethical breeder |
| Where they're raised: family home, children, other pets | Helps buyers picture how the puppy will settle |
| A clear price | Stops "How much?" being the first question |
Use clear, recent photos taken in good light, describe each puppy honestly and never use stock or borrowed images. Buyers check photos for signs of a scam, and genuine photos of the litter with mum are what make serious puppy buyers happy to travel to a viewing.
On price, look at what similar litters of your breed are listed for, and remember that demand shifts. French Bulldog registrations with the Kennel Club fell 43.8% in 2025, while Jack Russell and Miniature Long Haired Dachshund registrations rose, as our analysis of which dog breeds are rising and declining in popularity shows.
Where to advertise puppies in the UK
Where you advertise decides who you hear from. The main options compare like this:
| Companimal | Free classified sites | Social media | |
|---|---|---|---|
| Every listing checked by a person before it goes live | Yes | Rarely | No |
| Your checks shown on your listing | Yes | Rarely | No |
| Price published before you start | Yes | Varies | n/a |
| Dogs only | Yes | No | No |
| Allowed to sell puppies | Yes | Usually | Facebook bans animal sales |
Word of mouth, your vet and breed clubs are still worth using, especially for pedigree litters. For online advertising, the safest websites to sell puppies are dogs-only marketplaces where dealers can't list, which puts you alongside other responsible breeders rather than puppy farms.
How Companimal helps you sell puppies safely
We built Companimal because responsible breeders deserve better than being listed next to dealers. When you sell your puppies on Companimal, this is what happens:
- Sign up with Google or your email. It takes about a minute, and one account covers every litter you list.
- Add your litter. Photos, ages and price. The details the law asks for, such as your licence number and council, are built into the form, so your advert is compliant without you having to look anything up.
- A real person checks your listing before it goes live. Then it's published with your checks on show, and every enquiry comes straight to you.
| What you get | Why it helps |
|---|---|
| A human check on every listing | Puppy buyers can see straight away that you're not a puppy farm |
| The Credentialled, Licensed badge for licensed breeders | Your licence number and council shown up front |
| A breeder profile that builds with every litter | Returning buyers and recommendations find you again |
| No dealers or third-party sellers | You're only ever listed alongside other breeders |
| Enquiries straight to you | You choose who gets a puppy, with no "first to pay" rules |
| Published prices: £15, £25 or £40 per litter, live 60 days | No subscription and no commission on your sale |
A one-off family litter gets the same check and the same options as a licensed breeder, so you're never mistaken for a farm.
Viewings, deposits and handover: how to sell puppies safely
Scammers target puppy sellers as well as buyers. These rules protect you, your money and your puppies:
- Share your address only when you're ready to arrange a viewing.
- Invite buyers to meet the puppies with mum at your home. Never agree to hand over at a car park, service station or halfway point.
- Check money has cleared in your own banking app before a puppy leaves. A screenshot or an email "confirmation" is not proof of payment.
- Never accept couriers, overpayments or "pending" transfers. A buyer who overpays and asks for the difference back is running a scam.
- Don't feel pressured into deposits. If you take one, outline the terms of sale in writing, including what happens if either side changes their mind.
- Never sell to anyone under 16. It's against the Animal Welfare Act.
What paperwork should I give new puppy owners?
On handover day, give the new owner:
- the microchip transfer, so the puppy is registered to them
- vaccination records, worming and flea treatment dates
- a written contract or puppy contract with both your details, and any health guarantees you offer
- Kennel Club registration papers, if the puppies are registered
- a few days of the food the puppy is used to, and advice on settling in
Buyers are told to look for the same things in our guide to buying a puppy safely, so a seller who does all of this stands out.
A breeder's timeline, from planning to new homes
Selling well starts long before the advert. These are the stages every litter goes through, with our guide to each:
| Stage | Roughly when | Our guide |
|---|---|---|
| Planning a litter | Before mating | Breeding dogs responsibly: health tests, age and the law |
| Pregnancy | About nine weeks | How long dogs are pregnant and caring for the mum |
| Weaning | From about three weeks | Weaning puppies step by step |
| Socialisation | From the early weeks until they leave | Early socialisation in your home |
| Microchipping | By 8 weeks | Microchipping puppies and registering as first keeper |
| Leaving mum | From 8 weeks | When puppies can leave their mum |
| Handover | Collection day | A puppy contract and the paperwork to hand over |
After the sale: building your reputation as a dog breeder
The work doesn't end at handover. Breeders who stay in touch, answer questions from new puppy owners in the first few weeks and offer to take a puppy back if a home falls through build a reputation that sells their next litter before it's born. Ask for updates and photos; those are the stories that bring your next buyers to you, and they show the health and welfare of your breeding dogs carries on into the next generation.
Selling puppies: frequently asked questions
How old do puppies have to be to sell?
Puppies can't be sold or leave their mother before 8 weeks old. You can advertise the litter before then, as long as the advert says when they'll be ready to leave.
Do I need a licence to sell puppies?
In England and Scotland you usually need a council licence if you breed 3 or more litters in 12 months, or breed as a business. Wales and Northern Ireland use a slightly different test, shown in the table above. A one-off family litter is usually below the threshold.
Can I sell puppies from an accidental litter?
Yes. If you bred the litter, you can sell the puppies yourself, following the same rules on age, microchipping and seeing them with mum. One accidental litter won't usually need a licence.
Is it legal to sell puppies online in the UK?
Yes, as long as you bred the puppies, follow the rules above and, if you're licensed, show your licence number and council in the advert. Facebook doesn't allow animal sales, so most breeders use a dedicated site.
How much does it cost to sell puppies on Companimal?
£15, £25 or £40 per litter, depending on the placement and number of photos you want. Every listing is live for 60 days and checked by a person, with no subscription and no commission on your sale.
What's the best way to sell puppies safely?
Advertise somewhere that checks listings, vet every enquiry, meet buyers at your home with mum present, and only let a puppy go once the payment has cleared in your own account. If someone rushes you, asks to use a courier or overpays, walk away.
Ready to look?
Looking for your next dog?
Browse sellers who show their working. Every listing tells you what has been disclosed, and what has not.
How Companimal shows you what a seller has disclosed
Account in good standing with a phone number confirmed by the seller.
A council licence number disclosed, or KC registration declared on the listing.
A credentialled breeder whose council licence we have checked against the register.
Information on a listing is self-declared by the seller and has not been independently checked. Read our methodology
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