Pet shop owner misled customers when selling puppies

Jayne Bowerman, 60, of Tyr Meddyg, pleaded guilty to nine offences at Newport Magistrates Court, following an investigation into her pet shop by Blaenau Gwent Trading Standards Service.

Hayley Hawkins, appearing for Blaenau Gwent Council, said Bowerman advertised and sold puppies by giving the impression she was a private breeder, when in fact the business she owned jointly with her husband – Tyr Meddyg Pups – was a commercial pet shop, and she did not disclose that she was not the owner of the mother referred to in the adverts.

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Bowerman had hidden the business’s identity when advertising, often using false names and contact addresses when placing adverts on websites such as Freeads.co.uk – which strictly prohibits pet shops from advertising, Ms Hawkins said.

Trading Standards received a number of complaints – dating from June 2019 – from customers who felt misled, as they thought they were buying from a private breeder and were expecting that they would be able to view the mother.

Many of the complainants said they would not have contacted the seller after viewing the adverts had they known the business was a licensed pet shop.

Richard Crook, corporate director for public protection at Blaenau Gwent council, said: “Adverts must provide prospective customers with clear and accurate information about the product, in this case animal, being sold and about the type or nature of the business that is offering the pet for sale.

“The Trading Standards investigation revealed that Bowerman did not do this and deliberately misled customers.”

Patrick Smith, defending, told the court that since Bowerman had been aware of the investigation, she had stopped advertising.

He also claimed that the business had received threats and intimidation had been received and explained there had also been instances where his client’s adverts had been cloned and replicated.

Bowerman pleaded guilty to a total of eight charges of a trader engaging in unfair commercial practice, and one charge of a trader engaging in a commercial practice which is a misleading omission.

She was fined a total of £4,500, and ordered to pay £10,000 in costs, as well as a £181 victim surcharge.

Cllr Joanna Wilkins, executive member for the environment at Blaenau Gwent council, said: “This was a lengthy and challenging Trading Standards investigation where victims were misled by the practices of Bowerman.

“The case illustrates the importance that puppy purchasers know the origin and home environment of the animal they are purchasing.

“The Tyr Meddyg business did not stick to the rules and advertised under false names, masquerading on advertising platforms as private home breeders.

“Fortunately, Lucy’s Law was adopted as law in Wales on September 10, and it is now illegal to sell puppies or kittens unless being sold by the original breeder.

“This will provide greater protection for customers and combat third party sales which are often linked to puppy farming.”