Pet Market and Responsibility: Puppy Trade, Breeding for Harmful Traits (Qualzucht) & Reputable Providers

The demand for dogs has been high for years – and with it, the market surrounding breeding, sales and online trade is growing. Where money flows, animal suffering and fraud are often not far behind. Anyone buying a dog takes on responsibility: for the individual animal and for the system behind it. This article shows how you can recognise reputable providers, avoid breeding for harmful traits (Qualzucht) and act ethically.

Why the pet market is problematic

Dogs have long become consumer goods. Puppies are offered online like commodities, often with forged papers or bred under cruel conditions. The illegal puppy trade is a multi-million business – at the expense of the animals. Many of the affected dogs are sick, undersocialised or traumatised.

Responsible dog ownership therefore begins before purchase. Every decision for or against a provider influences whether animal suffering is supported or prevented.

Puppy trade – the business with suffering

The illegal puppy trade flourishes across Europe. Eastern European countries are particularly affected, where dogs are produced cheaply and exported far too young. The animals often come from mass breeding, are neither vaccinated nor dewormed and are transported under stress.

How you can recognise illegal puppy trade

• Sale via classified ads without an imprint or address.
• Meetings at car parks or “delivery to home”.
• No mother dog on site, no proof of breeding association membership.
• Unclear vaccination records (multiple handwriting styles, missing stamps, issue date = birth date).

Tip: A reputable breeder lets you meet the mother dog, answers questions openly and insists on a personal meeting – before any talk of money.

Breeding for harmful traits (Qualzucht) – when breeding leads to suffering

Breeding for harmful traits refers to the targeted breeding of traits that impair the animal’s well-being – such as extremely short noses, oversized eyes or folds that cause pain. Breeds particularly affected include Pug, French Bulldog, Chihuahua or Shar-Pei.

Many of these dogs suffer from chronic breathing problems, joint diseases or skin inflammation. Their appearance is considered “cute” – the health consequences for the animals often remain invisible. Anyone who supports such breeding contributes to this pattern.

How you can recognise responsible breeding

• Breeding under the supervision of a recognised association (SKG, VDH, ÖKV, FCI).
• Health certificates (HD/ED, heart, eyes, DNA tests) for both parent animals.
• No sale before the 9th week of life.
• Open, honest communication about breed-typical risks.

Responsible breeding places the welfare of the dog above profit and appearance – with a focus on health, character and a long life.

Reputable providers and alternatives

Not every dog has to come from a breeder. Animal shelters, animal welfare organisations and foster homes also facilitate responsible placements – often with great commitment and honest advice. But here too applies: check, do not trust blindly.

What you should look for in reputable providers

• Transparent communication, no spontaneous handovers.
• Inspection of the animal on site, mother dog visible.
• Written contract, vaccination certificate, microchip, EU pet passport.
• Take-back guarantee or support after adoption.

Good providers have nothing to hide – they appreciate critical questions and long-term interest in the welfare of their dogs.

The role of online platforms

Online portals can enable reputable placements – but they are also the biggest hub for illegal trade. Look out for quality seals and verified listings (e.g. animal shelter partners). You should consistently avoid platforms without an imprint or proof of origin.

Some countries – Switzerland among them – are currently tightening the rules for selling animals online. Rundum.dog supports this, because only oversight and transparency protect animals in the long run.

Dog purchase as an ethical decision

Whether purebred or rescue dog – what matters is where it comes from. Anyone who informs themselves, asks questions and chooses reputable sources contributes to ensuring that dog breeding remains what it should be: a responsible partnership between human and animal.

Tip: Create a personal checklist before buying a dog: motivation, time budget, budget, origin, health certificates, housing options. This way you make an informed decision.

FAQ: Frequently asked questions about the pet market

How do I recognise a reputable breeder?

A reputable breeder is a member of a recognised breeding association (SKG, VDH, ÖKV), shows the mother dog, provides health certificates and hands over puppies only after the 9th week.

What to do if I come across an illegal dealer?

Do not buy – not even “out of pity”. Report the provider to the police or the veterinary office. Only then can authorities act and animals be protected.

Why are puppies from abroad often cheaper?

Because illegal breeding cuts corners on everything: preventive healthcare, rearing, socialisation. The price pays off later in vet costs and suffering – for humans and animals alike.