WE ALL know the mantra “a dog is for life, not just for Christmas”.

Yet unscrupulous puppy farmers still roll in the profits by taking advantage of well-meaning families during the holiday season.

More than half the puppies purchased in the UK each year - around 400,000 - come from cruel puppy farms where animal welfare is disregarded in order to maintain low overheads and maximise profits.

I urge anyone considering welcoming a new puppy into their life to be vigilant for signs you may be lining the pockets of a cruel puppy farmer or their trader.

Some of these signs include:

Buying a puppy from a pet shop. Good breeders never trade via pet shops.

If you’ve seen the puppy advertised on an online classifieds site, search online using the phone number attached to the advertisement.

If you find various ads for multiple breeds, it is likely a puppy farmer.

Meeting the seller at any location other than where the dogs are bred and raised.

Not being offered to meet the mother bitch, and seeing the whole litter interacting happily with her.

Feeling pressured to buy the puppy, even if it is to ‘rescue’ the puppy from a cruel seller.

It may be difficult but please remember the breeding dogs left behind at the farm whose suffering will continue due to the puppy farmer’s profit making.

Instead, if you have concerns about animal welfare report the seller to the council or RSPCA.

There are thousands of healthy, friendly, rescue dogs and puppies looking for homes this Christmas and throughout the year. Visit a nearby animal rescue group or shelter.

The best friend you’ll ever have may be there waiting for you.

For more tips on how to identify puppy farmers, and how you can take action against this cruel trade, please visit naturewatch.org

Joanna Randall

Campaign manager

Naturewatch Foundation