A Liverpool-based, education-first initiative called My Licensed Breeder is supporting licensed breeders and improving transparency for puppy buyers.
Its platform focuses on education, compliance support and digital record-keeping, helping breeders demonstrate lawful and ethical breeding practices within the existing legal framework.
According to a report by Naturewatch, around four in five dogs and puppies in the UK are believed to originate from unknown or untraceable sources, raising serious concerns around welfare standards, ethics and accountability. My Licensed Breeder aims to tackle this issue not by acting as a regulator, but by helping responsible breeders evidence good practice and by making licensing information clearer and more accessible to the public.
Founded in 2023 by Russell Gannon and Will Dixon, My Licensed Breeder was born out of first-hand frustration with how fragmented and confusing the system can be for both breeders and buyers. The idea took shape when Will’s partner attempted to navigate the breeding process and quickly encountered inconsistent guidance, limited transparency and a lack of accessible information about licensing requirements.
While local authorities are responsible for licensing and enforcement, they often operate under constrained resources and varying levels of capacity. My Licensed Breeder positions itself as a supportive layer within that system that is helping breeders understand their responsibilities, maintain accurate records and prepare for inspections, rather than replacing or duplicating regulatory functions.
Since its launch, the initiative has focused on building a structured support system for licensed breeders, centred around education, transparency and accountability as follows:
Education: At the heart of the platform is an education-first approach. Members have access to CPD-accredited training that covers animal welfare, breeding ethics, genetics, healthcare and legal responsibilities. The aim is to improve consistency, raise baseline knowledge and support breeders in meeting their licence conditions confidently.
Membership & Digital Record-Keeping: Members gain access to a bespoke digital platform that allows them to manage policies, inspection records, training certificates and breeding documentation in one place. This helps breeders evidence compliance and provides a clear audit trail should concerns arise.
Licensed Breeder Directory & Traceability: A publicly accessible breeder directory helps prospective dog owners identify licensed breeders and avoid unregulated sources. Puppies bred by participating members can be issued with a “Digital PawPrint”, providing their buyer with digital access to health records, breeding history and key welfare information improving traceability and buyer confidence.
Inspection Readiness & Transparency: While My Licensed Breeder does not carry out inspections or enforcement, it supports breeders in maintaining inspection-ready records and understanding what local authorities require. This improves transparency and ensures that concerns, where they exist, can be properly escalated through the appropriate legal channels.
Some critics argue that being licensed does not automatically equate to good welfare, and point to examples of licensed breeders they consider to be large-scale or intensive operations. While this debate exists across many regulated sectors, licensing remains the only mechanism through which breeding activity is visible, inspectable and accountable.
However, the reality is that the majority of licensed breeders operate on a small scale. Around 90% of My Licensed Breeder’s member community breed from their own homes rather than large commercial premises. Many have chosen to become licensed not because they were forced to, but because they believe accountability, transparency and independent oversight are the right thing to do when breeding dogs.
Russell Gannon, co-founder of My Licensed Breeder, said: “Unlicensed dog breeding presents real risks for animal welfare, buyers and responsible breeders alike. When breeding takes place outside the licensing framework, there is often no clear oversight, no consistent record-keeping and limited accountability if things go wrong.”
“Licensing isn’t a moral badge and it doesn’t guarantee that every breeder operates to the same standard. Some people point to licensed breeders they consider to be ‘farms’, and that debate exists across many regulated sectors.”
“What often gets overlooked is that most licensed breeders are not large-scale operations at all. Around 90% of our member community breed from home. They choose to be licensed because they believe transparency and accountability matter when you’re dealing with living animals. Licensing brings breeding activity onto the radar. It creates visibility, inspection and a route for intervention if concerns arise. Without that framework, there is no oversight at all.”
My Licensed Breeder works alongside reform charities, welfare-focused organisations and local authorities to support education-led improvements in dog breeding standards and contribute practical insight to wider reform discussions.
By fostering a community of licensed breeders, improving access to education and increasing transparency for buyers, the initiative aims to raise standards across the sector — protecting animal welfare while supporting responsible breeders.
Ultimately, the message is a pragmatic one: if dog breeding is going to take place, it must be done lawfully, ethically and with accountability. Licensing is not about perfection, but about ensuring there is a framework in place to protect animals, support good practice and provide clear routes for action when standards fall short.
For more information visit My Licensed Breeder’s WEBSITE