FRONT COVERBACK COVER

HELP TO RAISE THE STANDARDS OF DOG BREEDING BY JOINING THE KENNEL CLUB ASSURED BREEDER SCHEME

By joining the Assured Breeder Scheme you are:

• Setting the standards for responsible dog breeding• Helping to put irresponsible breeders and puppy farmers out of business

• Helping to protect the health and welfare of dogs

See inside to fi nd out how you can not only help the future of breeding, but also save money on health tests and much more…

Puppy buyers often struggle to separate good breeders from bad breeders, enabling puppy farmers and other unscrupulous breeders to fl ourish – giving the dog breeding industry a bad

name and puppies a bleak future.

Every member on the Assured Breeder Scheme follows the responsible steps of dog breeding and all members have to be inspected by the Kennel Club, as a UKAS accredited

body, before joining and at least once every three years after that.

By joining the scheme you are standing apart from those who do not have your high standards – and are helping puppy buyers, who want to easily fi nd a breeder they know

they can trust.

Print Advertising• We advertise buying from an Assured Breeder in various Kennel Club

publications and newsletters, reaching thousands of puppy seekers.

• Such publications include the Crufts and Discover Dogs

showguides, Kennel Club information guides, and much more.

Puppy Awareness Week (PAW) This is one of the Kennel Club’s biggest campaigns which focuses on promoting responsible puppy buying and helps to stop puppy farming.

• During PAW 2015, we posted about PAW and buying froman Assured Breeder 167 times on our social media pages,which lead to a reach of 425,518 people.

• Thousands of posters, fl yers and window stickerspromoting PAW were distributed to KCAI trainers/trainingclubs, veterinary practices nationwide, breeders, breedclubs and dog owners.

• Nearly 300k emails were sent to dog owners, breed clubs,KCAI trainers, KC e-news subscribers and vets asking themto get involved with PAW, to help promote the messageof responsible puppy buying.

EventsPromoting the scheme at major events:

Press• In 2015 there were 216 articles in the press, positively promoting the Assured Breeder

Scheme, with an Advertising Value Equivalent of more than £1million.

• Puppy Awareness Week (PAW), generated a wide range of coverage including BBCBreakfast, ITV Anglia, the Metro, The Sunday Express, the Sun, The Independent,BBC Radio 5 Live, Take A Break Magazine and Buzzfeed (the second most popular onlinemedia platform).

Apply online at www.assuredbreederscheme.org.uk

JOIN TODAY

JOIN TODAY AND HELP PUT PUPPY FARMERS OUT OF BUSINESS

‘‘‘‘

We met the mother, grandmother and great grandmother and all were healthy. She explained about the hip

and eye tests which had all been done.

Peter Robson

‘‘‘‘

I have never known pups to have been so well cared for and had the best start in life. This breeder is a credit to the breed.

I have one beautiful, house trained, socialised puppy.

Tracey Fritson

AB puppybuyer feedback

JOINNOW

“As a breeder myself, I know the time and effort that is necessary to breed puppies successfully. There are many breeders who, like myself, place the health, temperament and happiness of their puppies above other considerations, and go to exceptional efforts to ensure that their puppies are placed in permanent loving homes.

Unfortunately not all breeders share the same valu es. There are others who care little for the health and welfare of their dogs and puppies, and who are motivated by other issu es such as prof it. Buying a puppy is an important and complex decision and it is often diff icult for the puppy buyer to f ind a breeder who really cares.

The Assured Breeder Scheme has been designed specif ically to identify those good breeders who adopt good standards and guide puppy owners to members of the scheme and therefore, taking the worry out of buying a puppy for potentia l new owners.

Join today and help us set the standards for good breeders and help us put puppy farmers out of business.”

Bill Lambert, Kennel Club Health & Breeder Services Manager

The Assured Breeder Scheme is open to all breeders, whether you are breeding for the first time or you breed every year. If you care about the welfare of dogs then we want you on the scheme.

The Kennel Club is the only organisation accredited by the United Kingdom Accreditation Service (UKAS) to certify dog breeders, under the Kennel Club Assured Breeder Scheme. This means that the Kennel Club is recognised as an impartial and competent inspector by the government’s sole national accreditation body.

This gives the puppy buying public additional confidence that Assured Breeders are committed to meeting and maintaining

high standards for caring for the health and welfare of their puppies and breeding bitches, and are the best point of contact for buying a healthy, happy puppy.

Access to discounts on health tests and screening including 30% off with the Animal Health Trust and 20% off with CVS

Reduced Kennel Club registration fees – saving £2 per puppy

FREE listing on the Kennel Club Find a Puppy service – worth £20 for each listing

Access to the AB logo to use on your website to promote you as a responsible breeder to potential puppy buyers

Access to puppy buyer advice sheet templates

Discounts to Kennel Club events

Advice and support from a team of experts

Quarterly e-news giving you updates on the scheme

Free Puppy Sales Wallet

Benefits of being a Kennel Club Assured BreederAs well as having the security that you are doing the right thing for your dog and puppies there are many other benefits of being a Kennel Club Assured Breeder.

For an up to date list of discounts and benefits please visit www.assuredbreederscheme.org.uk

The Kennel Club website & Google Paid Advertising • All Assured Breeder litters are listed for free on ‘the Kennel Club find a puppy service’ www.findapuppy.org.uk.

• This online service receives over 500k puppy searches a month!

• In all puppy searches Assured Breeders always show up first as ‘the’ go to breeders.

• Via Google Paid Advertising we bid on over 1k keywords making sure the KC always rates the highest on Google.

Social Media • The Kennel Club has over 500k ‘likes’ across various Facebook pages and over 40k followers on Twitter and instagram.

• We have several videos on our YouTube channel which focus on the importance of buying a puppy from an Assured Breeder, which have been viewed over 200k times.

• In 2015, Facebook posts about the Assured Breeder Scheme and responsible puppy buying reached 1,351,646 people.

• A film about what to expect what buying from an Assured Breeder was produced and has received over 200k views.

• An animated film about ‘the do’s and don’ts of buying a puppy’ was produced and viewed over 50k times as well as being featured in several vet practices.

Assured Breeders are critical to the future of puppy breeding and buying in this country and are deeply valued by the Kennel Club. Therefore, the Kennel Club do everything they can to ensure that Assured Breeder bred puppies are promoted as the ‘go to place’ when buying a puppy.

We promote litters bred by Assured Breeders through a number of different channels:

What the Kennel Club does to promote Assured Breeders and their litters

“As a breeder myself, I know the time and effort that is necessary to breed puppies successfully. There are many breeders who, like myself, place the health, temperament and happiness of their puppies above other considerations, and go to exceptional efforts to ensure that their puppies are placed in permanent loving homes.

Unfortunately not all breeders share the same valu es. There are others who care little for the health and welfare of their dogs and puppies, and who are motivated by other issu es such as prof it. Buying a puppy is an important and complex decision and it is often diff icult for the puppy buyer to f ind a breeder who really cares.

The Assured Breeder Scheme has been designed specif ically to identify those good breeders who adopt good standards and guide puppy owners to members of the scheme and therefore, taking the worry out of buying a puppy for potentia l new owners.

Join today and help us set the standards for good breeders and help us put puppy farmers out of business.”

Bill Lambert, Kennel Club Health & Breeder Services Manager

The Assured Breeder Scheme is open to all breeders, whether you are breeding for the first time or you breed every year. If you care about the welfare of dogs then we want you on the scheme.

The Kennel Club is the only organisation accredited by the United Kingdom Accreditation Service (UKAS) to certify dog breeders, under the Kennel Club Assured Breeder Scheme. This means that the Kennel Club is recognised as an impartial and competent inspector by the government’s sole national accreditation body.

This gives the puppy buying public additional confidence that Assured Breeders are committed to meeting and maintaining

high standards for caring for the health and welfare of their puppies and breeding bitches, and are the best point of contact for buying a healthy, happy puppy.

Access to discounts on health tests and screening including 30% off with the Animal Health Trust and 20% off with CVS

Reduced Kennel Club registration fees – saving £2 per puppy

FREE listing on the Kennel Club Find a Puppy service – worth £20 for each listing

Access to the AB logo to use on your website to promote you as a responsible breeder to potential puppy buyers

Access to puppy buyer advice sheet templates

Discounts to Kennel Club events

Advice and support from a team of experts

Quarterly e-news giving you updates on the scheme

Free Puppy Sales Wallet

Benefits of being a Kennel Club Assured BreederAs well as having the security that you are doing the right thing for your dog and puppies there are many other benefits of being a Kennel Club Assured Breeder.

For an up to date list of discounts and benefits please visit www.assuredbreederscheme.org.uk

The Kennel Club website & Google Paid Advertising • All Assured Breeder litters are listed for free on ‘the Kennel Club find a puppy service’ www.findapuppy.org.uk.

• This online service receives over 500k puppy searches a month!

• In all puppy searches Assured Breeders always show up first as ‘the’ go to breeders.

• Via Google Paid Advertising we bid on over 1k keywords making sure the KC always rates the highest on Google.

Social Media • The Kennel Club has over 500k ‘likes’ across various Facebook pages and over 40k followers on Twitter and instagram.

• We have several videos on our YouTube channel which focus on the importance of buying a puppy from an Assured Breeder, which have been viewed over 200k times.

• In 2015, Facebook posts about the Assured Breeder Scheme and responsible puppy buying reached 1,351,646 people.

• A film about what to expect what buying from an Assured Breeder was produced and has received over 200k views.

• An animated film about ‘the do’s and don’ts of buying a puppy’ was produced and viewed over 50k times as well as being featured in several vet practices.

Assured Breeders are critical to the future of puppy breeding and buying in this country and are deeply valued by the Kennel Club. Therefore, the Kennel Club do everything they

can to ensure that Assured Breeder bred puppies are promoted as the ‘go to place’ when buying a puppy.

We promote litters bred by Assured Breeders through a number of different channels:

What the Kennel Club does to promote Assured Breeders and their litters

“As a breeder myself, I know the time and effort that is necessary to breed puppies successfully. There are many breeders who, like myself, place the health, temperament and happiness of their puppies above other considerations, and go to exceptional efforts to ensure that their puppies are placed in permanent loving homes.

Unfortunately not all breeders share the same valu es. There are others who care little for the health and welfare of their dogs and puppies, and who are motivated by other issu es such as prof it. Buying a puppy is an important and complex decision and it is often diff icult for the puppy buyer to f ind a breeder who really cares.

The Assured Breeder Scheme has been designed specif ically to identify those good breeders who adopt good standards and guide puppy owners to members of the scheme and therefore, taking the worry out of buying a puppy for potentia l new owners.

Join today and help us set the standards for good breeders and help us put puppy farmers out of business.”

Bill Lambert, Kennel Club Health & Breeder Services Manager

The Assured Breeder Scheme is open to all breeders, whether you are breeding for the first time or you breed every year. If you care about the welfare of dogs then we want you on the scheme.

The Kennel Club is the only organisation accredited by the United Kingdom Accreditation Service (UKAS) to certify dog breeders, under the Kennel Club Assured Breeder Scheme. This means that the Kennel Club is recognised as an impartial and competent inspector by the government’s sole national accreditation body.

This gives the puppy buying public additional confidence that Assured Breeders are committed to meeting and maintaining high standards for caring for the health and welfare of their puppies and breeding bitches, and are the best point of contact for buying a healthy, happy puppy.

Access to discounts on health tests and screening including 30% off with the Animal Health Trust and 20% off with CVS

Reduced Kennel Club registration fees – saving £2 per puppy

FREE listing on the Kennel Club Find a Puppy service – worth £20 for each listing

Access to the AB logo to use on your website to promote you as a responsible breeder to potential puppy buyers

Access to puppy buyer advice sheet templates

Discounts to Kennel Club events

Advice and support from a team of experts

Quarterly e-news giving you updates on the scheme

Free Puppy Sales Wallet

Benefits of being a Kennel Club Assured BreederAs well as having the security that you are doing the right thing for your dog and puppies there are many other benefits of being a Kennel Club Assured Breeder.

For an up to date list of discounts and benefits please visit www.assuredbreederscheme.org.uk

The Kennel Club website & Google Paid Advertising • All Assured Breeder litters are listed for free on ‘the Kennel Club find a puppy service’ www.findapuppy.org.uk.

• This online service receives over 500k puppy searches a month!

• In all puppy searches Assured Breeders always show up first as ‘the’ go to breeders.

• Via Google Paid Advertising we bid on over 1k keywords making sure the KC always rates the highest on Google.

Social Media • The Kennel Club has over 500k ‘likes’ across various Facebook pages and over 40k followers on Twitter and instagram.

• We have several videos on our YouTube channel which focus on the importance of buying a puppy from an Assured Breeder, which have been viewed over 200k times.

• In 2015, Facebook posts about the Assured Breeder Scheme and responsible puppy buying reached 1,351,646 people.

• A film about what to expect what buying from an Assured Breeder was produced and has received over 200k views.

• An animated film about ‘the do’s and don’ts of buying a puppy’ was produced and viewed over 50k times as well as being featured in several vet practices.

Assured Breeders are critical to the future of puppy breeding and buying in this country

and are deeply valued by the Kennel Club. Therefore, the Kennel Club do everything they can to ensure that Assured Breeder bred puppies are promoted as the ‘go to place’ when buying a puppy.

We promote litters bred by Assured Breeders through a number of different channels:

What the Kennel Club does to promote Assured Breeders and their litters

FRONT COVERBACK COVER

HELP TO RAISE THE STANDARDS OF DOG BREEDING BY JOINING THE KENNEL CLUB ASSURED BREEDER SCHEME

By joining the Assured Breeder Scheme you are:

• Setting the standards for responsible dog breeding• Helping to put irresponsible breeders and puppy farmers out of business

• Helping to protect the health and welfare of dogs

See inside to fi nd out how you can not only help the future of breeding, but also save money on health tests and much more…

Puppy buyers often struggle to separate good breeders from bad breeders, enabling puppy farmers and other unscrupulous breeders to fl ourish – giving the dog breeding industry a bad

name and puppies a bleak future.

Every member on the Assured Breeder Scheme follows the responsible steps of dog breeding and all members have to be inspected by the Kennel Club, as a UKAS accredited

body, before joining and at least once every three years after that.

By joining the scheme you are standing apart from those who do not have your high standards – and are helping puppy buyers, who want to easily fi nd a breeder they know

they can trust.

Print Advertising• We advertise buying from an Assured Breeder in various Kennel Club publications and newsletters, reaching thousands of puppy seekers.

• Such publications include the Crufts and Discover Dogs

showguides, Kennel Club information guides, and much more.

Puppy Awareness Week (PAW) This is one of the Kennel Club’s biggest campaigns which focuses on promoting responsible puppy buying and helps to stop puppy farming.

• During PAW 2015, we posted about PAW and buying from an Assured Breeder 167 times on our social media pages, which lead to a reach of 425,518 people.

• Thousands of posters, fl yers and window stickers promoting PAW were distributed to KCAI trainers/training clubs, veterinary practices nationwide, breeders, breed clubs and dog owners.

• Nearly 300k emails were sent to dog owners, breed clubs, KCAI trainers, KC e-news subscribers and vets asking them to get involved with PAW, to help promote the message of responsible puppy buying.

EventsPromoting the scheme at major events:

Press• In 2015 there were 216 articles in the press, positively promoting the Assured Breeder Scheme, with an Advertising Value Equivalent of more than £1million.

• Puppy Awareness Week (PAW), generated a wide range of coverage including BBC Breakfast, ITV Anglia, the Metro, The Sunday Express, the Sun, The Independent, BBC Radio 5 Live, Take A Break Magazine and Buzzfeed (the second most popular online media platform).

Apply online at www.assuredbreederscheme.org.uk

JOIN TODAY

JOIN TODAY AND HELP PUT PUPPY FARMERS OUT OF BUSINESS

‘‘‘‘

We met the mother, grandmother and great grandmother and all were healthy. She explained about the hip

and eye tests which had all been done.

Peter Robson

‘‘‘‘

I have never known pups to have been so well cared for and had the best start in life. This breeder is a credit to the breed.

I have one beautiful, house trained, socialised puppy.

Tracey Fritson

AB puppy buyer feedback

JOINNOW

FRONT COVERBACK COVER

HELP TO RAISE THE STANDARDS OF DOG BREEDING BY JOINING THE KENNEL CLUB ASSURED BREEDER SCHEME

By joining the Assured Breeder Scheme you are:

• Setting the standards for responsible dog breeding• Helping to put irresponsible breeders and puppy farmers out of business

• Helping to protect the health and welfare of dogs

See inside to fi nd out how you can not only help the future of breeding, but also save money on health tests and much more…

Puppy buyers often struggle to separate good breeders from bad breeders, enabling puppy farmers and other unscrupulous breeders to fl ourish – giving the dog breeding industry a bad

name and puppies a bleak future.

Every member on the Assured Breeder Scheme follows the responsible steps of dog breeding and all members have to be inspected by the Kennel Club, as a UKAS accredited

body, before joining and at least once every three years after that.

By joining the scheme you are standing apart from those who do not have your high standards – and are helping puppy buyers, who want to easily fi nd a breeder they know

they can trust.

Print Advertising• We advertise buying from an Assured Breeder in various Kennel Club publications and newsletters, reaching thousands of puppy seekers.

• Such publications include the Crufts and Discover Dogs

showguides, Kennel Club information guides, and much more.

Puppy Awareness Week (PAW) This is one of the Kennel Club’s biggest campaigns which focuses on promoting responsible puppy buying and helps to stop puppy farming.

• During PAW 2015, we posted about PAW and buying from an Assured Breeder 167 times on our social media pages, which lead to a reach of 425,518 people.

• Thousands of posters, fl yers and window stickers promoting PAW were distributed to KCAI trainers/training clubs, veterinary practices nationwide, breeders, breed clubs and dog owners.

• Nearly 300k emails were sent to dog owners, breed clubs, KCAI trainers, KC e-news subscribers and vets asking them to get involved with PAW, to help promote the message of responsible puppy buying.

EventsPromoting the scheme at major events:

Press• In 2015 there were 216 articles in the press, positively promoting the Assured Breeder Scheme, with an Advertising Value Equivalent of more than £1million.

• Puppy Awareness Week (PAW), generated a wide range of coverage including BBC Breakfast, ITV Anglia, the Metro, The Sunday Express, the Sun, The Independent, BBC Radio 5 Live, Take A Break Magazine and Buzzfeed (the second most popular online media platform).

Apply online at www.assuredbreederscheme.org.uk

JOIN TODAY

JOIN TODAY AND HELP PUT PUPPY FARMERS OUT OF BUSINESS

‘‘‘‘

We met the mother, grandmother and great grandmother and all were healthy. She explained about the hip

and eye tests which had all been done.

Peter Robson

‘‘‘‘

I have never known pups to have been so well cared for and had the best start in life. This breeder is a credit to the breed.

I have one beautiful, house trained, socialised puppy.

Tracey Fritson

AB puppy buyer feedback

JOINNOW