Terms of Use

Last updated: 29 September 2026

These terms of use (“Terms”) apply to your use of this website, breedright.co.uk (the “Site”), and to any membership you buy through it. Please read them carefully before you create an account or join. By creating an account, or by buying a membership, you agree to these Terms. If you do not agree to them, please do not use the Site.

1. Who we are

The Site is operated by Whelpy Ltd, which trades as Breed Right.

Registered company name: Whelpy Ltd
Place of registration: England and Wales
Registered company number: 17436550
Registered office: Unit 3 Factory 3 Valhalla, Dobles Lane, Holsworthy, England, EX22 6HN
Address for correspondence: Unit 3 Factory 3 Valhalla, Dobles Lane, Holsworthy, England, EX22 6HN
Email: hello@breedright.co.uk
ICO data protection register: ZC238509

References to “we”, “us” and “our” in these Terms are to Whelpy Ltd trading as Breed Right. References to “you” and “your” are to the person using the Site, holding an account, or buying a membership.

Breed Right is independent. We are not affiliated with, endorsed by, accredited by or connected to The Royal Kennel Club, the British Veterinary Association or any breed club. Where these Terms or the Site refer to the Royal Kennel Club, they describe checks that we make against records the Royal Kennel Club publishes to the public. They do not imply any partnership, licence, data feed or approval. Section 9 sets out exactly what our checks do and do not mean.

2. These Terms

We may revise these Terms from time to time. The Terms in force when you buy or renew a membership are the ones that apply to that membership year. The “Last updated” date at the top of this page shows when these Terms were most recently revised. If we make a material change that affects a paid membership, we will tell you before your next renewal so that you can cancel first if you want to.

You must be at least 18 years old to hold an account on the Site.

Nothing in these Terms affects your legal rights as a consumer. For detailed information about your rights, contact your local Citizens Advice or Trading Standards office.

The following documents form part of these Terms, and you should read them too: our acceptable use and listing rules, our membership, cancellation and refunds policy, our privacy policy and our cookie policy.

3. What Breed Right is, and what it is not

Breed Right is an advertising platform. Breeders and stud dog owners publish listings here, and buyers and bitch owners contact them. That is all we do. We are never the seller, the breeder, the owner or the keeper of any dog advertised on the Site. We do not own, buy, sell, breed, board, transport, deliver or rehome any dog, and we never act as anyone’s agent or broker.

We are not a party to any sale, stud arrangement, deposit or contract made between users. Any agreement about a puppy or a stud service is made directly between you and the other person. We do not handle money between users, we hold no deposits, and we cannot enforce, cancel or refund anything either of you agrees.

In England, Wales and Scotland the law requires a puppy to be bought directly from the breeder who bred it, or from a rehoming centre. In England that comes from the Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018 as amended in 2019, the change usually called Lucy’s Law, and Wales has an equivalent ban; Scotland reaches the same result through the Licensing of Animal Dealing (Young Cats and Young Dogs) (Scotland) Regulations 2021. Northern Ireland licenses breeders under its own regime but has no equivalent third-party sales ban at the time of writing. Breed Right applies the stricter rule everywhere. A litter may be listed only by the person who bred it, and listings by dealers, brokers, agents or anyone selling on someone else’s behalf are prohibited and are removed.

Because we are not a party to what you agree, please satisfy yourself before you commit to anything. See the puppy with its mother, at the premises where it was bred. Ask to see the original paperwork rather than a photograph of it. Never pay a deposit for a dog you have not seen.

4. Your account

Eligibility: you must be at least 18 years old to hold an account.
Accuracy: the information you give us must be true when you give it, and you must keep it up to date.
Security: you are responsible for keeping your password confidential and for what happens under your account. Tell us immediately at hello@breedright.co.uk if you believe your account has been used without your permission.
One account each: you must not open more than one account in order to get round a listing limit, a removal or a suspension.
Closing your account: you may delete your account at any time from your account page. Deletion is permanent: it removes your account, your kennel profile, your dogs, your listings, and your photographs and certificates — the files, not merely the database records. Enquiries you SENT to a breeder stay in that breeder’s inbox, because the conversation is their record too; your name, email address, telephone number and IP address are taken off them. Payment and verification records are kept for the periods the law requires and stop naming you. See section 16 and our privacy policy.

5. Free accounts and paid membership

There are two ways to use Breed Right, and it is important to understand the difference because only one of them lets you advertise:

(a) A free account. You can search and browse every stud dog and litter on the Site, send enquiries to breeders, read the replies in one inbox, and keep a kennel profile page. A free account costs nothing, no card details are needed, and nothing is ever charged. A free account cannot publish any listing.

(b) Breeder membership. A paid annual membership that lets you publish listings. It costs £45.00 a year (the Breeder plan) and includes: unlimited stud dogs and litters, up to 5 photographs on each listing, every enquiry about your dogs in one inbox, and a “Verified” badge on a stud dog once our checks on it are complete.

£45.00 is the total price you pay. There are no listing fees, no commission on anything you sell, and no charge for enquiries. We are not registered for VAT, so no VAT is added to that price and no VAT invoice is issued.

(c) Founding breeders. While the founding breeders offer is open, the first 25 breeders to join get their first year free. It is for accounts that have never held a paid membership, and it ends by itself when the places are gone. If you joined under the founding breeders offer, nothing is charged for your first year. Your first payment of £45.00 is taken 365 days after the day you joined — the exact date is shown at checkout, on your billing page and in your confirmation email — and your membership then renews automatically every year at £45.00 until you cancel. We email you twice before that first payment, about 30 days and again about 7 days before it. Cancel at any time before your first payment date and no payment is ever taken; there is nothing to refund because nothing has been paid. Your 14-day right to cancel applies exactly as it does to any membership. Once a payment has been taken, the ordinary renewal, cancellation and refund terms apply to it — including a full refund if you cancel within 14 days of that payment.

Paying does not skip any check. Every stud dog must still be on the Royal Kennel Club Breed Register before it can be listed, and every listing is still subject to our listing rules. Membership buys you the ability to advertise. It does not buy a badge, a ranking or an outcome.

Prices and features are shown on the membership page and again at checkout before you pay. If we change either materially, we will tell you before your next renewal.

6. Joining, and when your contract starts

The steps to buy a membership are: you sign in, choose the membership on the membership page, review the order summary at checkout, confirm that you want your membership to start straight away (see section 8), and pay.

Payment is taken by our payment provider, Stripe, on its own secure pages. We never see or store your card number. A contract between you and us is formed when your payment is confirmed and your membership becomes active, and we will send you an email confirming it.

We may decline to accept an order, for example where we believe the account has been opened to get round a suspension. If we have taken payment for a membership we do not accept, we will refund it in full without undue delay.

7. Renewal, reminders and failed payments

Automatic renewal: Renews automatically every year at £45.00 until you cancel. We email you twice before every payment — about 30 days before and again about 7 days before — with the amount, the date and how to cancel. Cancel any time before the renewal date and you will not be charged again.
Two reminders before every payment: we email you about 30 days before each payment and again about 7 days before it — for every renewal, and before a founding breeder’s first payment. Each reminder says that the membership renews automatically, the amount and date of the payment, the amount and date of the payment after it, for a renewal what you paid last time, and how to cancel.
Every renewal comes with 14 days to change your mind: cancel within 14 days of a renewal payment and we refund that payment in full, exactly as when you first joined (section 8). We email you when a renewal payment is taken, with the dates.
Cancelling once those 14 days have passed: Cancel any time from your billing page, or by emailing hello@breedright.co.uk. Cancelling stops the next renewal — your membership and your listings stay live until the end of the year you have paid for, and no further payment is taken.
If your membership is complimentary and you did not pay for it, there is no paid period to see out. Cancelling ends it straight away and hides your listings. Nothing is deleted.
If a renewal payment fails: If a renewal payment fails, your listings stay live for 14 days while we retry your card — update your card in that time and everything carries on as normal. If the payment still has not gone through by then, your membership lapses: your listings are hidden — never deleted — and 7 days later we try your card one last time and, if that fails, the renewal is cancelled, so to list again you rejoin, and your listings come straight back when you do. If you cancel while a renewal payment is overdue, it can still be taken until those 14 days are up; if it is, you have 14 days from it to cancel for a full refund. Your dogs, your photographs, your health records and your enquiry history are kept exactly as they are.
Price and feature changes: if we materially change what the membership costs or what it includes, we will give you notice before your next renewal so that you can cancel first.

8. Your right to cancel

If you are a consumer, you have a legal right under regulation 29 of the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 (the “Consumer Contracts Regulations 2013”) to cancel a membership bought at a distance, without giving any reason. In plain terms: You have 14 days after every payment — when you join and after each renewal — to change your mind. Cancel within 14 days of a payment and we refund that payment in full. Press Cancel membership on your billing page inside those 14 days and it ends your membership and refunds you automatically. You do not have to give a reason.

Cancellation period: 14 days, running from the day after the day your membership contract is entered into (regulation 30 of the Consumer Contracts Regulations 2013) — and, because we choose to give it, 14 days again from the day after every later payment: each yearly renewal, and the first payment a founding breeder makes when the free year ends.
How to cancel: the quickest way is the Cancel membership button on your billing page. Pressed within 14 days of a payment, it ends your membership straight away and refunds that payment to your card automatically — you do not need to email us as well — and we email you a confirmation saying what was refunded. You can also tell us in any clear statement within that period: email hello@breedright.co.uk from the address on your account, write to us at the address in section 1, or use the model cancellation form at the end of these Terms. You do not have to use the form (regulation 32 of the Consumer Contracts Regulations 2013).
Your refund: we will make it without undue delay and in any event within 14 days of the day you tell us you are cancelling, using the same means of payment you used, and you will not pay any fee for the refund (regulation 34 of the Consumer Contracts Regulations 2013).

You asked us to start your membership straight away, and that has a consequence. At checkout you tick a box asking us to begin your membership immediately rather than waiting for the 14 days to pass. We need that express request before we may supply anything during the cancellation period, and before we may charge you for what we have supplied (regulation 36 of the Consumer Contracts Regulations 2013). The box is never pre-ticked, and the checkout will not go through without it.

Even though you asked us to start, we have chosen to go further than the law requires: cancel inside the 14 days after any payment — when you join, or after a renewal — and we refund that payment in full, with no deduction for the days you have used.

If you joined as a founding breeder, nothing is paid during your first year, so cancelling within the 14 days — or at any time before your first payment date — means nothing is charged and there is nothing to refund. Your right to cancel is otherwise exactly as set out above. Once your first payment of £45.00 has been taken, you have 14 days to change your mind and have it refunded in full — and the same 14 days follow every yearly renewal after it. Press Cancel membership inside those 14 days and it ends your membership and refunds that payment automatically. After them, cancelling stops the next renewal: you keep your membership and your listings until the end of the year you have paid for, and we do not refund the unused part of it.

The right to cancel a service contract is lost once the service has been fully performed, where performance began at your express request and you acknowledged that you would lose the right (regulations 28 and 36 of the Consumer Contracts Regulations 2013). In practice that cannot happen inside the 14 days, because a membership that runs for a year cannot be fully performed in that time. This does not affect your statutory rights.

Once 14 days have passed since your latest payment you can still cancel at any time. Cancel any time from your billing page, or by emailing hello@breedright.co.uk. Cancelling stops the next renewal — your membership and your listings stay live until the end of the year you have paid for, and no further payment is taken. We do not refund the unused part of a membership year once the cancellation period for its payment has passed, except where section 17 or your legal rights say otherwise. Our membership, cancellation and refunds policy sets all of this out with worked examples.

9. What we check, and what we do not

A “Verified” badge on Breed Right means precisely this: “Verified” means Breed Right checked it — not the Royal Kennel Club. For a dog: a named Breed Right admin searched the Royal Kennel Club’s public Health Test Results Finder on a stated date, and the dog it returned matched the registered name, breed, date of birth and sex the breeder declared, and the Royal Kennel Club showed it on the Breed Register. For a health result: it matched the Royal Kennel Club’s public record or the breeder’s certificate. It does not mean we hold Royal Kennel Club data, that the Royal Kennel Club endorses Breed Right, or that the Royal Kennel Club’s records are complete.

The Royal Kennel Club publishes no data feed and offers no lookup service to sites like ours, so there is nothing to automate. Instead a named member of our team consults the Royal Kennel Club’s free public Health Test Results Finder, as any member of the public may, and writes down in their own words what they saw and on what date. We keep our own note. We never keep a copy of the Royal Kennel Club’s records, and we have no access to any Royal Kennel Club database.

Every stud dog on Breed Right is on the Royal Kennel Club Breed Register. The Royal Kennel Club also runs an Activity Register, which is open to any dog including crossbreeds — those dogs cannot be listed at stud here.

Anything we have not checked is either not shown or is labelled as breeder-declared, and is then shown as the breeder’s own statement rather than as a fact we stand behind. A health test result appears on a public listing only once we have checked it; until then visitors do not see it at all. Other details we have not checked, such as a parent named on a litter who is not listed with us, are shown as breeder-declared. Where we cannot corroborate a claim, no badge is shown and we do not publish failed checks. If a checked detail is later edited, the check is reset automatically and the badge comes down until we have looked again, and a badge may also be removed if a concern about it is upheld. The Royal Kennel Club’s public records may not include all the screening a dog has had, so a dog with no Royal Kennel Club record showing is not necessarily untested. Not recorded on Breed Right means exactly that, and nothing worse.

Our check is a good-faith check by a named person, of information a breeder has declared, against public records and the breeder’s own certificates on a stated date. It is not a guarantee of any dog’s health, temperament, fertility, pedigree or suitability, it is not a recommendation of any breeder, and it is not veterinary, legal or purchasing advice. Our verification page explains the process in full.

10. Listing rules and breeder responsibilities

Our acceptable use and listing rules form part of these Terms and apply to every listing. When you publish a listing you confirm to us that:

you own the dog, or the owner has expressly authorised you to advertise it, and where the listing is a litter, you bred that litter yourself;
everything in the listing is true, and any health, registration or pedigree detail you declare matches the certificates you actually hold;
the stud dog you are listing is on the Royal Kennel Club Breed Register — dogs on the Activity Register, and unregistered dogs, cannot be listed at stud, and the Site enforces this;
where you hold a local-authority breeding licence, the licence number and issuing authority on your kennel profile are correct and current, and where you do not hold one, you are genuinely not required to, under the Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018 or the equivalent rules in Wales, Scotland or Northern Ireland;
the photographs are of the actual dogs advertised, and are your own or images you hold a licence to use; and
you will comply with every law that applies to your breeding, advertising and selling.

We may ask you for evidence of anything you have declared, at any time. We may edit, suspend or remove any listing that breaks these rules, that we reasonably believe to be misleading, or that is the subject of an upheld report. Serious or deliberate breaches may end your membership under section 16.

11. Enquiries and messaging

Buyers and breeders contact each other through the enquiry form and the message threads on the Site. Those messages are stored on our systems, are visible to both parties, and can be read by us where we need to investigate a report or a complaint. That is explained in our privacy policy.

You must not use enquiries or messages to send marketing, bulk messages, abuse or anything unlawful, and you must not use contact details you obtain here for any purpose other than the enquiry you made. If someone contacts you inappropriately, please report it.

12. Acceptable use

You must not:

scrape, harvest, bulk-download, mirror or republish any part of the Site or its database, including breeder contact details and listing data;
misrepresent a dog, a health result, a registration, a licence or your own identity;
use the enquiry or messaging system to send marketing, spam or abuse;
make a claim about a dog or a kennel that you cannot substantiate, or write or commission a false or misleading endorsement of your kennel. (We do not publish member reviews or ratings — see our listing rules.)
upload content that is unlawful, that depicts or promotes cruelty to an animal, or that infringes anyone else’s rights;
copy or use our trade marks, logos or content without our prior written permission; or
probe, disrupt, reverse engineer or attempt to gain unauthorised access to the Site or to another user’s account.

13. Content you submit

You keep ownership of everything you upload. You grant us a non-exclusive, royalty-free licence to host, store, display, resize and promote your listing content on the Site and in our own marketing of the Site, for as long as that content remains on Breed Right. You confirm that you own the content or have permission to share it, and that it does not infringe anyone else’s rights. We will remove content on a valid request from a rights holder.

14. Our content

The Site’s design, text, database and software are owned by us or our licensors and are protected by copyright, database right, trade mark and other intellectual property laws.

The breed photographs are not ours. They are third-party works used under Creative Commons or public domain licences, and each one is published with the photographer credit and licence link that its licence requires. They illustrate a breed; they are not photographs of any dog listed on the Site. Every credit is listed on our photo credits page. If you reuse one of those photographs, you must comply with its own licence, not with ours.

15. Reporting content, and how we moderate

If you believe a listing is misleading, that a dog’s welfare is at risk, that content infringes your rights, or that anything on the Site is unlawful, tell us. Use the report page, which needs no account, or email hello@breedright.co.uk.

Where a dog is at immediate risk, contact the RSPCA in England and Wales, the Scottish SPCA, the USPCA in Northern Ireland, or the licensing team at the relevant local authority first, and then tell us. Those bodies can act; we can only take a listing down.

How we moderate, in plain terms: a person reads every report we receive; we remove content promptly once we actually know that it is unlawful or that it breaks our listing rules; we apply the published rules consistently rather than case by case; we keep a record of what we decided and why; and we report suspected illegal activity to the relevant authority. If we remove your listing or your badge, we will tell you why, and you can ask us to look at the decision again by replying within 28 days.

16. Suspension and closing your account

We may suspend or close an account that breaks these Terms or our listing rules. We will tell you the reason unless the law prevents us or the breach is serious enough that we cannot. Where we end a membership because of a serious or deliberate breach, we do not refund the remainder of the membership year.

You may delete your account at any time from your account page. Deletion is permanent and it takes your listings and photographs down with it. A few records survive deletion because we are required to keep them or because they are our evidence of what we published and when; our privacy policy says which, and for how long. Section 17 of these Terms covers what happens if we withdraw the service ourselves.

17. Our liability to you

Nothing in these Terms excludes or limits our liability for: death or personal injury caused by our negligence; fraud or fraudulent misrepresentation; breach of your statutory rights as a consumer, including your right under section 49 of the Consumer Rights Act 2015 to have a service performed with reasonable care and skill, which section 57 of that Act prevents us from excluding or restricting; or any other liability that cannot be excluded or limited by law.

If we fail to comply with these Terms, we are responsible for loss or damage you suffer that is a foreseeable result of our breach or of our failure to use reasonable care and skill. Loss or damage is foreseeable if it is obvious that it will happen, or if, at the time the contract was made, both we and you knew it might happen.

Subject to that:

We are not responsible for other users. That includes what they say, what they declare about a dog, how they behave, and whether they do what they agreed with you.
We are not responsible for breeder-declared information we have not checked, or for any agreement you enter into with another user, including any sale, stud arrangement or deposit.
The Site is provided with reasonable care and skill, but we do not promise that it will be uninterrupted or error-free, and we may update, change or withdraw parts of it. If we withdraw the paid membership service altogether, we will refund the unused part of what you have paid.
Business use: if you use the Site in the course of a business, we have no liability to you for loss of profit, loss of business, business interruption or loss of business opportunity, and our total liability to you in any 12-month period is limited to the greater of the fees you paid us in that period and £1,000. This paragraph does not apply if you are a consumer.

18. Complaints

If you are unhappy with our service, our checks or your billing, email hello@breedright.co.uk with the email address on your account and a description of what went wrong. We will acknowledge your complaint as quickly as we can and reply in full within 14 days.

We are not currently a member of an alternative dispute resolution (ADR) scheme. If we cannot resolve your complaint through our own process, we will tell you whether we are prepared to use a certified ADR provider and, if we are, give you its details, as the Alternative Dispute Resolution for Consumer Disputes (Competent Authorities and Information) Regulations 2015 require. You can also contact Citizens Advice or your local Trading Standards office at any point.

Complaints about how we handle your personal data are dealt with in our privacy policy, which also explains your right to complain to the Information Commissioner’s Office.

19. External links

The Site contains links to other websites, including the Royal Kennel Club’s public search pages and the sites of welfare and licensing bodies. Those links are provided for convenience only. We do not control those sites and we are not responsible for their content or their practices.

20. Privacy and electronic communications

Your personal data is handled in accordance with our privacy policy, and the cookies we set are explained in our cookie policy. When you contact us by email or use the Site, you agree that we may communicate with you electronically, and that electronic communications satisfy any legal requirement for a communication to be in writing.

21. Other important terms

Transfer: we may transfer our rights and obligations under these Terms to another organisation. We will tell you if this happens and it will not affect your rights. You may not transfer your rights under these Terms without our written agreement.
Severability: each paragraph of these Terms operates separately. If any court or authority decides that any of them is unlawful or unenforceable, the remaining paragraphs remain in full force.
Waiver: if we do not insist immediately that you do anything you are required to do under these Terms, or delay in taking steps against you for a breach, that does not mean you do not have to do those things, and it will not prevent us taking steps against you later.
Third-party rights: these Terms are between you and us. No other person has any right to enforce any of these Terms under the Contracts (Rights of Third Parties) Act 1999.

22. Governing law and jurisdiction

These Terms are governed by the law of England and Wales. You can bring legal proceedings in respect of these Terms in the courts of England and Wales. If you live in Scotland you can bring proceedings in either the Scottish or the English and Welsh courts, and if you live in Northern Ireland you can bring proceedings in either the Northern Irish or the English and Welsh courts. Nothing in these Terms deprives you of the protection of the mandatory consumer laws of the part of the United Kingdom in which you live.

23. Contact us

The quickest way to reach us about anything on this page is hello@breedright.co.uk, or through our contact page.

Registered company name: Whelpy Ltd
Place of registration: England and Wales
Registered company number: 17436550
Registered office: Unit 3 Factory 3 Valhalla, Dobles Lane, Holsworthy, England, EX22 6HN
Address for correspondence: Unit 3 Factory 3 Valhalla, Dobles Lane, Holsworthy, England, EX22 6HN
Email: hello@breedright.co.uk
ICO data protection register: ZC238509

Model cancellation form

Complete and return this form only if you wish to cancel your membership. You do not have to use it — any clear statement that you are cancelling is enough — but you may find it easier.

To Whelpy Ltd trading as Breed Right, hello@breedright.co.uk, Unit 3 Factory 3 Valhalla, Dobles Lane, Holsworthy, England, EX22 6HN:

I/We hereby give notice that I/we cancel my/our contract for the supply of the following service: Breed Right membership.

Ordered on [date] · Name of consumer(s) [your name] · Address of consumer(s) [your address] · Signature of consumer(s) (only if this form is notified on paper) · Date [date]