Our Foundations

Our Foundations

Our benchmarks are published in full, because a standard nobody can read is not a standard. Every partner is assessed against them, and reassessed yearly to ensure standards are kept.

Our Foundations

• 1. Health and welfare

  Good care starts with noticing what each dog needs and acting on it. We look for practical health routines, access to veterinary care, and clear plans for illness, injury or ongoing needs. For breeders, relevant health testing and the records behind it help families understand the decisions made before a litter. Evidence of care matters more than a reassuring claim: it helps prevent avoidable suffering and gives owners useful information about their dog.

• 2. Environment and housing

  A dog's surroundings should support rest, movement, comfort and safety, whether at home or in a care facility. We look at how spaces are kept clean and secure, how dogs are protected from weather and stress, and how different dogs can be separated when needed. The right arrangements depend on the service and the dogs in it; the aim is a safe, workable environment rather than a photograph that only looks good on a listing.

• 3. Socialisation and handling

  Dogs need calm, appropriate handling and opportunities to build confidence at their own pace. We look for people who recognise signs of stress, adjust their approach, and plan interactions that suit a dog's age, temperament and history. For puppies, early experiences should be thoughtful and recorded, not simply described as 'well socialised'. This helps dogs cope with everyday life and helps future owners continue what has worked.

• 4. Records and honesty

  Owners should be able to rely on what they are told. We look for records that support important claims, clear information about care and services, and advertising that does not hide limitations. For breeders, that can include health and litter records and straightforward information about a puppy's background and suitability. Accurate paperwork makes follow-up possible and helps people make decisions with their eyes open.

• 5. Aftercare

  Responsibility does not end when a puppy goes home or a service finishes. We look for clear ways to reach the provider, honest guidance about what support is available, and a plan for concerns or unexpected changes. Breeders should explain their approach if a placement does not work out; care providers should be able to address questions about a dog's stay. Knowing who to contact gives owners a better chance to resolve problems early.

• 6. Ongoing review

  A certification decision is not the end of the conversation. We expect partners to keep their practices and supporting records current, respond to concerns, and show how problems have been addressed when reviewed. Reassessment and follow-up help make the Tailmark meaningful beyond the day it is awarded, while giving owners a way to raise questions if what they see does not match what was assessed.

How an assessment works

1. **Application.** You tell us who you are, what you do, and provide your documentation. 2. **Desk review.** We check the paperwork and follow up references. Most applications need something added at this point – that's normal. 3. **Notice board.** Your application is listed publicly for a period during which anyone can raise a concern, and you can respond to it. 4. **Assessment.** We assess against the applicable published standards for the category and, where relevant, visit. 5. **Decision.** You either earn The Tailmark, or you get a written list of what would need to change. Nobody is refused without being told why. These foundations are a guide to the themes, not the full checklist. [Read the applicable published standards](/standards) for the detailed requirements and assessment guidance.

Fair questions

• Can a business pay to be certified?

  No. Partners pay a subscription to be listed and to use the marketplace, but the assessment is independent of that and paying more never changes an outcome.

• What if a certified partner stops meeting the benchmarks?

  Raise it with us. We review, and where a benchmark is no longer met the Tailmark is suspended or withdrawn and the listing shows that clearly.

• Are hobby breeders eligible?

  Yes. The benchmarks are about how animals are treated and how honestly they are represented, not about scale.

Think you'd pass?

Start an application and find out. We'll tell you what's missing before you commit to anything.