ePuP Trust & Safety
Breeder verification.
Verification helps ePuP provide useful trust signals about sellers and breeders. It can support safer marketplace decisions, but buyers should always complete their own checks before agreeing to purchase or rehome a dog.
Last reviewed: 7 August 2026Verification supports trust
ePuP may use account, contact, identity, business or other appropriate verification information to help establish useful marketplace trust signals.
Different verification indicators confirm different information. They should not be interpreted as a guarantee of a seller’s honesty, legal compliance or the safety of a transaction.
Breeder information and checks
ePuP may ask breeders or sellers for information relevant to their identity, activity, business or marketplace account.
Additional evidence may also be requested where reasonably necessary for moderation, fraud prevention, marketplace safety or verification.
Licensing is separate
Where a breeder or seller is required to hold a licence or other legal permission, an ePuP verification indicator does not replace that requirement.
Buyers should independently check relevant licence details with the issuing authority where licensing applies.
Verification is not approval
Always meet the dog
Verification should never replace seeing the dog in person, checking the environment where it is being kept and asking appropriate questions before making a decision.
For puppies, buyers should follow the relevant ePuP Safety Centre guidance about meeting the puppy, seeing where it was raised and checking appropriate records.
Check health and ownership information
- Check that photographs and videos relate to the dog being advertised.
- Ask to see appropriate vaccination, veterinary and microchip information.
- Check relevant health-testing claims rather than relying solely on wording in an advert.
- Ask questions about ownership, history and the reason for sale or rehoming.
- Do not rely solely on a badge, review score or verification indicator.
Account verification can change
Verification reflects information available at a particular time and may be reviewed, removed or require renewal when relevant account information changes.
For example, a replacement telephone number must be verified before it can be treated as a verified number or contribute to appropriate trust signals.
Understand all ePuP verification
Breeder verification is only one part of the wider ePuP trust framework. Email, phone, identity and business verification can each provide different signals.
Read the full guide: Trust & Verification on ePuP.