Frequently
Asked Questions

The Animal Focused Alliance is a UK-based trade association for pet businesses. Its mission is to promote the highest standards of animal welfare while providing practical support, expert advice, and a collective voice for professionals across the pet care sector. It supports a wide range of pet professionals including dog walkers, pet sitters, groomers, and animal encounter providers. https://www.animalfocusedalliance.co.uk/faqs?utm_source=chatgpt.com

If your business operates under the Licensing of Activities Involving Animals Regulations (for example dog day care businesses, home boarders, kennels, catteries, pet shops selling animals, animal encounter and intervention businesses), you will be asked to submit your licence number when joining to help maintain credibility and ensure all members meet legal obligations. 

If your business isn’t required to be licensed (for example pet sitters, dog trainers, canine hydrotherapists, groomers and dog walkers), you can still join — provided you are committed to the Alliance’s Code of Conduct and animal welfare standards.  

Benefits include: 

• Credibility — use of the Alliance logo and a window decal to show commitment to high standards. 

• Support — licensing guidance, welfare resources, and expert advice. 

• Savings — exclusive discounts with training providers and partner businesses. 

• Community — being part of a network of like-minded professionals. 

• Up-to-date information — regular updates on legislative changes and animal welfare research.  

A Primary Authority partnership is a government-backed scheme that allows organisations like the Animal Focused Alliance to work with a single local authority (in this case, Monmouthshire County Council) to receive assured, expert regulatory advice on compliance with animal licensing laws. 

Members outside Wales can still receive advice and guidance, but it will not come from a local authority.

All members agree to uphold a clear Code of Conduct designed to promote the highest standards of animal welfare. Members commit to: 

• Promoting welfare in line with recognised models. 

• Understanding animal needs and reducing stress and discomfort. 

• Continuing professional development to stay current with legislation, research and best practices. 

• Operating ethically and legally. 

• Being accountable — serious breaches can lead to membership withdrawal and loss of logo use. 

This strengthens public confidence in member businesses by showing they prioritise animal welfare and professional excellence.  

While the Alliance does not function as a dispute resolution service, it takes breaches of the Code of Conduct seriously. If a complaint is upheld following review, membership may be revoked and the use of the Alliance logo and promotional materials withdrawn. 

You can apply online through the Alliance’s website. The process is designed to be inclusive while maintaining high standards. Once approved, you’ll receive access to member benefits, logo packs, and support resources.