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

Print Advertising JOIN TODAY 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. 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, ﬂyers 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. Puppy buyers often struggle to separate good breeders from bad breeders, enabling puppy farmers and other unscrupulous breeders to ﬂourish 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. HELP TO RAISE THE STANDARDS OF DOG BREEDING BY JOINING THE KENNEL CLUB ASSURED BREEDER SCHEME 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 find a breeder they know they can trust. Puppy Awareness Week (PAW) JOIN NOW 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 pu ppy buyer feedb ack 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 Events Promoting the scheme at major events: 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 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). JOIN TODAY AND HELP PUT PUPPY FARMERS OUT OF BUSINESS See inside to find out how you can not only help the future of breeding, but also save money on health tests and much more Apply online at www.assuredbreederscheme.org.uk BACK COVER FRONT COVER

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, tempera ment 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 sa me values. There are others who care little for the health and welfare of their dogs and puppies, and who are motivated by other issues such as profit. Buying a puppy is an important and complex decision and it is often difficult for the puppy buyer to find a breeder who really cares. The Assured Breeder Scheme has been designed specifically 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 potential 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. Benefits of being a Kennel Club Assured Breeder As 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. 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 s aving 2 per puppy FREE listing on the Kennel Club Find a Puppy service worth 20 for each listing What the Kennel Club does to promote Assured Breeders and their litters 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: 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. Access to the AB logo to use on your website to promote you as a responsible breeder to potential puppy buyers This online service receives over 500k puppy searches a month! Access to puppy buyer advice sheet templates Via Google Paid Advertising we bid on over 1k keywords making sure the KC always rates the highest on Google. In all puppy searches Assured Breeders always show up first as the go to breeders. Discounts to Kennel Club events Social Media Advice and support from a team of experts Quarterly e-news giving you updates on the scheme Free Puppy Sales Wallet 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. For an up to date list of discounts and benefits please visit www.assuredbreederscheme.org.uk 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.