SPCA launches "Puppies Before Profit" as 96 per cent of New Zealanders back dog breeding laws

The campaign is backed by a new nationally representative survey showing overwhelming public support for reform.

96 per cent of New Zealanders support regulation of dog breeding; comprising 77 per cent who believe all dog breeders should be regulated and an additional 19 per cent who think dog breeders should be regulated if breeding for profit. Only 4 per cent of respondents support the status quo, highlighting a clear expectation that reform is needed.

The majority of respondents believe the most impactful intervention would be introduction of dog breeding regulations (91 per cent), followed by dog breeder licensing (87 per cent), incentives to desex (87 per cent) and an updated Code of Welfare for Dogs (87 per cent).

SPCA’s Chief Scientific Officer, Dr Arnja Dale says the current situation is failing both animals and the public.

“New Zealand has fallen behind comparable countries. Most New Zealanders would be shocked to learn that anyone can breed dogs with no licensing, no oversight, and no restrictions on the number of litters a dog can have across her lifetime. This is unacceptable for a nation that prides itself on kindness and compassion.”

"Our survey also found strong support for better education for both puppy buyers and breeders. New Zealanders want to make informed choices, and they want confidence that dogs are being bred responsibly.”

Dr Dale says SPCA sees the consequences of irresponsible breeding every year.

“We deal with sick puppies, traumatised breeding dogs, genetic disorders, and animals kept in appalling conditions. These are not isolated incidents. This is a systemic problem that demands a systemic solution.”

Each year, SPCA responds to around 125 complaints relating to dog breeders representing 72 per cent of all companion animal breeding complaints. Complaints have increased since COVID-19, as more people reported sourcing puppies from breeders and online ads.

“Many breeders already maintain high standards of care and welfare for their dogs. Sensible regulation would help create a level playing field by ensuring those standards are reflected across the sector and that poor breeding practices do not undermine breeders who are already investing in animal welfare.”

Many of these cases SPCA sees involve large numbers of animals living in poor conditions and SPCA Inspectors frequently encounter issues such as overcrowded environments, prolonged confinement, inadequate supervision, untreated illness, excessive breeding, inherited disorders, and the sale of sick or underage puppies.

These problems contribute directly to the growing population of unwanted dogs, which in turn leads to increased shelter intake, roaming dogs, and attacks.

SPCA’s Inspectorate faces a significant gap in regulatory tools to tackle the issue. Without clear, enforceable rules, inspectors must rely on an ad hoc approach that does not consistently deliver good welfare outcomes.

The absence of oversight also increases the risk of vigilante action from distressed members of the public who feel they have no other avenue to protect animals. SPCA stresses that dogs are companion animals, not commodities, and that society has a duty to prevent unnecessary suffering.

To address this, SPCA wants to see the introduction of dog breeder licensing, clear dog breeding regulations, and an updated Code of Welfare for Dogs to ensure dogs are protected at every stage of life.

Dr Dale says meaningful reform would protect dogs, buyers, and responsible breeders alike. “Breeder licensing, in combination with clear regulations, would protect dogs, protect buyers, and support responsible breeders who are already doing the right thing.”

Her message is simple: “Every dog deserves a good life. We are asking for puppies to be put before profit through meaningful law reform that prevents suffering before it occurs.”

Read the survey results on our Advocacy site.