Since AB 485 took effect in 2019, the way dogs, cats, and rabbits are sold in California has changed dramatically. Pet stores are no longer allowed to sell animals from breeders—only from shelters and rescue groups.
But that doesn’t mean responsible breeders are out of business. Far from it. In fact, the demand for ethical, transparent breeders is stronger than ever. The key is knowing how to market your animals legally, build trust, and connect directly with buyers.
Here’s a guide for California dog breeders (and other pet breeders) to promote their animals while staying compliant with state law.
Understanding AB 485
- What it bans: The sale of dogs, cats, and rabbits in pet stores unless the animals come from shelters or rescues.
- What it doesn’t ban: Responsible breeders selling directly to individuals.
- The opportunity: Breeders now have more control—no more middlemen. But they need to prove their legitimacy and market themselves effectively.
Step 1: Certify Your Breeding Business
Credibility is everything. Buyers want assurance they’re not dealing with a backyard breeder or puppy mill.
Recognized Certifications & Clubs
- AKC (American Kennel Club): Offers breeder programs like the AKC Breeder of Merit and AKC Bred with H.E.A.R.T., which emphasize health, ethics, accountability, responsibility, and tradition.
- UKC (United Kennel Club): Focuses on performance and family dogs, with breeder certification programs that highlight responsible practices.
- CKC (Continental Kennel Club): Another registry that can boost credibility.
Tip: Display certifications proudly on your website and marketing materials. Many buyers specifically search “AKC registered puppies California”.
Step 2: Build an Online Presence
Since pet stores are no longer an option, breeders must meet buyers where they already are—online.
- Website: Create a professional site with photos, health records, testimonials, and information about your breeding philosophy.
- Social Media: Instagram and TikTok are powerful for showcasing puppies, daily routines, and behind-the-scenes care.
- Google Business Profile: So you show up when people search “dog breeder near me”.
- Pet Marketplaces: Some websites allow breeder listings as long as they comply with ethical standards.
Step 3: Transparency Builds Trust
Today’s buyers are informed. They don’t just want a cute puppy—they want assurance their new companion is healthy and well cared for.
- Share health certifications (OFA, CERF, DNA testing).
- Provide contracts that cover health guarantees.
- Allow virtual or in-person visits to see your facilities.
- Post regular updates on litters, including veterinary care and socialization practices.
Step 4: Network with Rescues and Clubs
Even though AB 485 prevents breeders from selling through pet stores, collaboration still opens doors.
- Partner with breed-specific rescues: Offer support, education, or even foster partnerships.
- Join local kennel clubs: Many California clubs host events, shows, and breeder referral programs.
- Attend dog shows: Both AKC and UKC events are excellent places to showcase your dogs and meet buyers face-to-face.
Step 5: Ethical Marketing = Better Business
To thrive long-term, breeders should embrace the “ethical breeder” brand:
- Highlight your responsible practices (limited litters, screening buyers, spay/neuter clauses for non-breeding dogs).
- Educate potential owners about your breed—temperament, exercise needs, grooming.
- Avoid gimmicks like “teacup” or “rare color” if they compromise animal welfare.
Final Thought
AB 485 changed the landscape, but it didn’t eliminate responsible breeding in California—it raised the bar. By getting certified, building a professional online presence, and being radically transparent, breeders can not only survive but thrive.
Today’s pet parents want more than a transaction. They want a relationship with a breeder they can trust. If you can deliver that—while staying compliant—you’ll build a reputation that keeps your litters in demand year after year.
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