Junk Mail tightens up pet adverts - calls on industry to join drive

Every dog deserves a good home, but tragically, that does not always happen. (Image: Wikimedia Commons)

"We have been working with Junk Mail on highlighting and addressing our key concerns about online pet trading, since August 2013. The discussions have led us to collaboratively establish an online pet advertising policy that we believe will start a conversation amongst consumers about adopting rather than buying pets - be they domestic or exotic," says Dr Smaragda Louw, organiser for Ban Animal Trading SA/ Beauty Without Cruelty in Gauteng.

"Despite being the leader in an incredibly competitive classified landscape in South Africa, we are implementing a pet advertising policy that forfeits a significant portion of our most popular section, after cars, as a demonstration of our committed partnership with Beauty without Cruelty," adds Felix Erken, MD of Junk Mail Classifieds.

Setting the tone

Junk Mail Classifieds will reserve the right to refuse any advertiser or advertisement that does not meet the pet advertising policy requirements.

"With the largest pet advertising section in the local online classified space, it seems fitting that we set the tone and pace for the adoption of a policy intended to eradicate the unethical and dubious trading of pets and we are calling on other online classifieds, to follow in our footsteps," says Erken.

A Japanese Tosas. (Image: Canarian, via Wikimedia Commons)

Concludes Louw, "We believe the time is right to protect animal rights and are delighted to be taking this step with the online advertiser."

Bizcommunity posed two questions to Felix Erken, MD of Junk Mail Classifieds
Pet advertising policy:

Why ban 'free to good home' ads (I ask this from the point of view of people who don't feel right about making money off pets, as well as those trying to re-home older family pets, rather than put them to sleep, where a 'price tag' may put off any takers)

We have heard many heart-warming stories of dogs successfully finding their forever homes through Junk Mail. The vast majority of people using our services are good people.

However, the team at Beauty without Cruelty, has shared numerous horror stories of pets being advertised through classifieds, that have been used as bait animals by dog fighting rings, or picked up by puppy mills for breeding purposes.

Our recommendation to those pet owners who can no longer keep a family pet, approach one of the many animal shelters aimed at assisting with re-homing of pets. These organisations have a vetting process in place that will ensure that these animals are sent to loving environments.

Junk Mail is committed to assisting animal shelters to advertise the pets that need re-homing.

Euthanising of animals is a reality, but always as a last resort. We need to encourage more people in South Africa to adopt their pets, rather than buy.

What do you classify as 'dog fighting' breeds?

Junk Mail, currently red flags the following breeds:

• Pit bull terriers (anything described as one)
• Bull terriers (also known as 'China dogs')
• American Staffordshire terriers (also known as Amstaffs)
• Japanese Tosas
• Dogo Argentinos
• Fila Brasileiros
• MiPerro de Presa Canarios

We have also red flagged the sale of any equipment that may be used in the training of fighting dogs.

We continue to work with Beauty without Cruelty to update the list, and act on tip offs from welfare organisations and our communities, relating to any specific advertiser or breeders.