Why join the Scheme

Breeding healthy, happy dogs

The Assured Breeder Scheme helps puppy buyers find breeders who follow good practice. We wish to guarantee a responsible and rewarding experience for everyone.

Every single Assured Breeder will be inspected by the Kennel Club, a UKAS accredited certification body, in order to ensure that the Scheme is recognised as the essential quality seal for puppy breeding and buying.

Why join the Scheme

Exclusive discounts

To reward Assured Breeders, the Kennel Club will add their litters free of charge to the Find a Puppy service.

Other benefits include:

  • FREE listings to sell your puppies on our Find a Puppy service (value of £20 per litter) - with the premium Assured Breeder badge next to your name.
  • FREE listing on the Find an Assured Breeder service.
  • FREE Puppy Sales Wallets, containing the essential information to pass on to puppy buyers.
  • Prioritised access to support, advice and information from the Kennel Club's Health and Breeder Services department.
  • Discount on registration fees, saving £2 per  puppy
  • Access to literature for managing litters and reproducing official Breed Standards on your own website.
  • Discounts to Kennel Club events.Quarterly e-news giving you updates on the scheme.

The Kennel Club and its partners are providing a comprehensive package of discounts which amount to over £350 in savings, including:

  • 15% discount off online submissions of Hip and Elbow Dysplasia Schemes
  • 30% off DNA tests at the Animal Health Trust for genetic diseases
  • 15% off Kennel Club identification tags (high quality laser engraving)
  • £4 off Breed Record Supplement Subscriptions
  • 20% off Optigen DNA tests
  • 10% off Laboklin DNA Genetic Testing
  • 10% off Kennel Club and Crufts crates

For more information on benefits and discounts available for Assured Breeders please click here or log in to your MyKC account at www.mykc.org.uk.

Reassuring puppy buyers

Potential puppy buyers are directed to Assured Breeders through our Find a Puppy and Find an Assured Breeder services. For both occasional and regular breeders, this is an important badge that shows puppy buyers your commitment to the health and welfare of your dogs.


About the scheme


Apply to become an Assured Breeder

  1. Ensure you have read the Scheme Standard located here.
  2. Apply online here.**
  3. Prepare your Puppy Pack (DOC) for your Assessment Visit. It is used by Assured Breeders to provide detailed advice to new owners on a variety of important topics (training, diet, health, etc).
  4. We will contact you to arrange a Kennel Assessment Visit.

NOTE: Applications may take up to 28 days to complete.
NOTE 2: If you do not wish to apply online, you can request a form here, and return it to us by post.


Annual membership





Annual fee



*NOTE: Membership for the first year costs £60 + £20 joining fee (total £80). You will then be required to complete a direct debit mandate during the breeder assessment visit.

You will need to receive a Breeder Assessment Visit every three years to ensure that you comply with the Scheme requirements. The annual membership fee thus covers the cost of each visit.

Thinking of breeding?

If you are thinking of breeding, you might want to read these documents in order to familiarise yourself with good breeding practice:

Every single Assured Breeder will be inspected by the Kennel Club, a UKAS accredited certification body, in order to ensure that the Scheme is upheld as the essential quality seal for puppy breeding and buying.’

Copyright © The Kennel Club Limited 2019. The unauthorised reproduction of text and images is strictly prohibited.