New Animal Welfare Strategy
The UK Government’s new Animal Welfare Strategy places the pet sector firmly in the spotlight, recognising both its economic importance and its responsibility to deliver high welfare standards. The UK pet care market is now estimated to be worth £8.2 billion, with forecast annual growth of 7% (Pets at Home, 2024). As the sector continues to grow, the strategy makes it clear that stronger regulation, better education, and improved enforcement will be key to protecting animal welfare.
A central focus of the strategy is improving puppy and kitten welfare, particularly through tackling poor breeding practices and illegal imports. The Government has committed to cracking down on puppy smuggling and closing loopholes in pet travel rules, while also strengthening breeding standards for both dogs and cats. There is a strong emphasis on traceability, transparency, and accountability, ensuring that animals are bred responsibly and sourced ethically.
The strategy also highlights the importance of positive, reward-based training methods, reinforcing the move away from aversive techniques and supporting approaches that prioritise welfare, behaviour, and the human–animal bond. Alongside this, the Government recognises that educating pet owners is just as critical as regulating businesses. Better-informed owners are more likely to make responsible decisions when sourcing pets and providing lifelong care.
Importantly, the strategy states:
“The actions of individuals, businesses, importers, animal welfare organisations and veterinary professionals are vitally important to ensure pets experience high welfare and owners get the most effective support and advice to source and care for their pet.”
This reflects the Alliance’s position that meaningful change happens when professionals are involved in shaping policy. The Animal Focused Alliance sits on key sector groups to ensure the voice of pet professionals is heard, helping to influence practical, proportionate regulation that genuinely improves welfare.
What Happens Next – And How Members Can Get Involved
The strategy confirms a wide range of upcoming consultations, including:
Imports of companion animals: implementing the Animal Welfare (Import of Dogs, Cats and Ferrets) Act 2025 and tackling low-welfare imports
Dog breeding: proposals for breeder registration, improved standards, and licensing of fertility clinics, stud dog and whelping services
Cat breeding: improving compliance with pet selling licences and welfare practices
Rescue and rehoming: consultation on licensing domestic rescue organisations and reviewing international rescue practices
Pet sales: clearer, proportionate guidance and reduced administrative burdens
Microchipping databases: stronger oversight and compliance checks
Primates as pets: supporting local authorities with licensing enforcement
As with our recent CMA response, the Alliance will be gathering member input and submitting collective responses to ensure real-world experience shapes future regulation. Joining the Alliance means your voice is part of that process — helping to influence decisions that affect your business, your profession, and the animals in your care.
