Ethics at Taily
We believe every animal deserves a loving home, and that finding one should be done ethically.
An animal isn't a used bike or a sofa, but on general classifieds sites and scattered ad pages it's often listed right next to them, with few questions asked about where it came from or where it's going. That's why we built Taily, a place only for animals, where the animal's welfare comes first.
Here is what we check, why, and how it fits the new EU rules for dogs and cats.
The EU is raising the bar
In 2026 the EU adopted Regulation (EU) 2026/1818, its first common rules on the welfare and traceability of dogs and cats [1]. It responds to illegal trade and uncontrolled breeding, and most dogs and cats are now advertised online [1]. Here are some of its key rules, and where Taily stands on each:
Dogs and cats must be microchipped and registered in a national database.
Partly in place: Private owners who charge a fee give us each chip number, and we look it up.
Breeding between close relatives is banned: parents and offspring, siblings, half-siblings, and grandparents and grandchildren, with a narrow exception to preserve local breeds.
In place: We follow kennel club rules and check their records, which show if a club has cancelled a breeder.
Breeding from animals with extreme traits that put their welfare at high risk is banned.
In progress: We are working on this, as of November 2026.
Mutilations such as ear cropping, tail docking and claw removal are banned, unless medically justified.
In place: Not allowed for looks on Taily. Private owners who charge a fee must tell us, and breeders confirm it when they join.
A minimum age for leaving the mother: 8 weeks for puppies, and for kittens 8 weeks from shelters and 12 weeks from breeders.
In place: We require 12 weeks for cats and 8 weeks for other animals, from every seller.
Online ads must carry a responsible-ownership warning.
In place: Every listing shows the EU warning and what to weigh before getting a pet, and the message form shows buyers what to ask.
Online ads must carry a token buyers can use to verify the animal's identity, registration and owner.
In progress: We'll connect to the EU's verification system when it launches.
The rules start applying in stages from 2028, with some following in the 2030s [1][2]. We're not waiting for the deadlines - a lot of this already shapes how Taily works. As the EU rules come into force, we'll keep tightening our checks while keeping Taily simple to use.
Every seller is checked, in a way that fits who they are
Shelters and rescues
Before a shelter can publish, we check its registration documents, its support in the community and where its animals are kept, and we talk with the shelter personally. Shelters that pass get Verified Partner status.
Breeders
Breeders apply with their kennel club registration, certificates and photos of where the animals live. We start with what the national kennel clubs publish - Eesti Kennelliit in Estonia, Lietuvos kinologų draugija in Lithuania and Latvijas Kinoloģiskā federācija in Latvia - and breed clubs, then add our own checks, including questions about how puppies are raised and handed over. Breeders who pass get Verified Partner status, and their listings then go live without a review before publishing.
Private owners
Life changes, and sometimes a family has to rehome a pet. Every listing from a private owner is reviewed by a person before it goes live, and owners tell us why they're rehoming. When a private owner charges a fee, we also ask for the chip number of any microchipped dog or cat, and for litters, photos of the mother and of where the litter lives. Chip numbers and these photos are only for our review and are never shown publicly.
How we fight puppy mills
The EU found that illegal traders often pose as ordinary pet owners online [1]. That's why we look beyond the listing itself:
Fake photos
We check the photos on private owners' listings for signs they were AI-generated, copied from elsewhere or reused from another listing, and do the same for the photos sent with breeder applications and private listings with a fee.
Microchips
When an owner gives us a chip number, we look it up in pet databases and check whether it has appeared on another listing.
Breeding history
From kennel club records we read litter history and any recorded breeding-rule violations, where these are available.
No check catches everything, but each one makes it harder to hide a puppy mill behind a friendly listing.
Ratings and reviews
Breeders and shelters on Taily have public ratings, built from reviews by registered users. Reviewers can score what matters: animal care and health, communication, transparency, facilities, the adoption process and follow-up support. They also tell us how they dealt with the seller, and our team checks every review before it goes public.
Rules for every listing
Minimum age
Taily doesn't accept listings for cats that would leave their mother before 12 weeks, or for other animals before 8 weeks. For kittens, that's stricter than the EU requires of shelters - we apply the higher standard to everyone.
Health first.
Listings say whether the animal is microchipped, vaccinated (and against what), sterilized and, where relevant, dewormed.
Real photos.
Photos must show the actual animal, whoever posts them. The guidelines are part of creating an ad, and we explain them to breeders and shelters when they join, then check their photos from time to time.
Found animals can't be listed.
A found animal may already have an owner looking for it.
Free pets come with a reason.
Breeders and private owners have to say why a pet is free, and buyers can see that reason.
Listings expire.
Ads run for a set period and must be renewed.
No cropping, docking or declawing for looks.
Our team reviews every animal that private owners report as altered, and a medical reason needs a vet note.
Report anything
Every listing has a report button. If something feels odd about an ad, report it - our team reviews every report and removes listings that break the rules.
How to spot a puppy mill
Wherever you look for a pet, watch for these signs:
- You can't see the mother, or where the animals live.
- The seller wants to meet in a car park or deliver the animal to you.
- Many breeds or litters are on offer at once.
- The seller wants a deposit before you've met the animal.
- There's no chip number, vaccination record or pedigree when one is claimed.
- The seller asks no questions about you or your home.
If something feels wrong, walk away.
If the ad is on Taily, report it - you'll help protect the next animal and the next family.
Adopt first
Search can be filtered to adoption-only or shelter-only listings. If you're open to adopting, start there.
How Taily makes money
Taily earns from listing fees paid by breeders and private sellers, and a small platform fee on donations to shelters. Shelters post for free, so adopting never depends on what a shelter can pay.
Have a suggestion? Write to us at hello@taily.ee.