GUMTREE/ONLINE PET SALES | PET GAZETTE | 33
happens if the seller is someone who has little
to no regard for animals at all?
Gumtree has apparently taken the
“deliberate and purposeful” step away from
its ‘free for all’ model in the pets category.
Gumtree is a member of regulatory
organisation Pet Advertising Advisory Group
(PAAG), along with Battersea Dogs & Cats
Home, Cats Protection and PDSA, but said
even with its membership and compliance,
the illegal pet trade “continued to circumvent
systems across the industry” leading to the
introduction of the paywall in an effort to
discourage the “casual” trading of animals
online. “The paywall is a measure we
introduced in August and have imposed on
ourselves not because we are required to
do so by government or our colleagues in
the animal welfare industry, but because we
believe it is the right thing to do.”
In the month or so since it’s had the
paywall, Gumtree says it has seen an
“anticipated” drop in inventory in its pets
category, particularly in “certain animal
species”. This was fine, the company says,
www.petgazette.biz
and it expected the compulsory paywall in
the pets category to create “an obstacle that
will naturally discourage users from casually
posting pet ads” making it easier for Gumtree
and law enforcement officers to identify
illegal operators.
The paywall requires anyone wishing to
place an ad in the pets category to pay a
fee of £2.99 - small enough to encourage
continued use from legitimate and safe
traders but significant enough to deter repeat
offenders and rulebreakers. Furthermore,
users are not allowed to request pets in
the website’s ‘wanted’ section as, “There
are plenty of pets to choose from on the
site and in sanctuaries across the country,”
the company says. The site’s moderators
also work to remove any ads which they
consider suspicious, and to complete the
policy structure, Gumtree has a Pets Code of
Practice - with which all sellers must comply
when placing an ad.
Referencing Buddy’s case and the lack
of education among buyers, Gumtree’s
spokesperson describes the event as
“disheartening”, but insists the majority of
pets sold on the platform are rehomed by
responsible owners. “Sadly, these sorts of
cases do happen occasionally,” they said, but
the firm hope’s its paywall will “encourage
people to take their decision to home a pet
more seriously”.
Gumtree also uses advice from the Kennel
Club in light of the charity’s research on the
challenges new owners face when buying
online to assist in the safety and wellbeing
of pets. The company also urges potential
owners to “first seek accredited local shelters
or rehoming centres” ahead of its platform,
which it insists falls in line with the incoming
Lucy’s Law. Speaking about other upcoming
legislative changes including the Animals
Activities Licensing, Gumtree’s spokesperson
says while the changes are “limited” when
it comes to online regulation, it is in “full
support” of the updates to the law and the
effect it’ll have on the whole sector.
Additionally, the site warns buyers to
watch out for people selling popular breeds
for cheap prices, urges them to visit any
advertisers giving away animals for free or
adoption to discern their legitimacy and tells
them to not buy the pet if they cannot view it.
It also advises buyers to report sellers where
the conditions seem “suspicious” or there are
concerns that the pet’s environment is being
“deliberately hidden”.
The spokesperson says: “We continue to
focus on educating our users on how to buy
pets safely and responsibly.” In an attempt to
cover all bases, the company also says that
when it comes to looking for the right buyer
for a pet: “There is no obligation to sell pets
to the first person who is interested, or the
tenth for that matter, as the welfare of the pet
should be top priority.”
Possibly being one of the best-known
online platforms for pet sales, Gumtree hopes
that through its membership and adherence
to PAAG’s standards, the advice offered
on the site and its emphasis on going to a
shelter before going to its platform, it will set
itself apart from other internet marketplaces
and restore trust with animal lovers and the
professional pet sector.
Going forward, Gumtree’s spokesperson
says the company “will be continuing
[its] work with the relevant authorities
and stakeholders – from PAAG and the
Department for Environment, Food & Rural
Affairs (DEFRA) to law enforcement” as well
as closely monitoring for any new legislation
relating to the sale of pets to ensure its
platform is up to standard. “We remain
committed to abiding by industry standards
to ensure the welfare of animals and safety of
our users.”
October 2018