Advertising Standards
These standards explain the minimum quality, accuracy and welfare expectations for advertisements published through MCOON. They apply alongside the Terms of Service and Breeder Advertising Terms.
Accurate and current
Material facts must be correct and updated promptly, including identity, location, price, age, sex, colour, availability and business or licensing status.
Evidence-led claims
Objective claims such as “health tested”, “DNA clear”, “registered”, “licensed” or “verified” must be supported by appropriate current records.
Clear commercial intent
Advertisers must not disguise business activity, fees, conditions or the commercial nature of an advert.
Respectful presentation
Content must protect animal welfare, avoid harmful handling or distressing imagery, and present kittens honestly without deceptive editing.
What every kitten listing should make clear
A buyer should be able to understand who is advertising, which kitten is available, the price, age, location, availability, relevant care and registration information, and how to arrange a safe in-person viewing before making a commitment.
- Write preciselyUse plain language. Distinguish verified facts, advertiser statements, plans and opinions. Do not imply checks or guarantees that have not occurred.
- Show the real kittenUse recent, representative photographs and identify parent or illustrative images clearly.
- Disclose material conditionsExplain deposits, waiting lists, collection arrangements, additional charges and any significant restriction before the buyer pays.
Important points to understand
Prohibited claims
Do not make false, exaggerated, unsubstantiated or confusing claims; guarantee temperament or future health; misuse third-party logos; or present legal obligations as a special benefit.
Pricing
State the genuine price clearly. Avoid bait prices, hidden compulsory charges, fake discounts or pressure-based scarcity claims.
Safety and contact
Do not promote anonymous payment, unsafe handover, misleading delivery-only arrangements or attempts to prevent reasonable viewing and document checks.
Review action
MCOON may request evidence, amend presentation, add clarifying labels, reject or remove content, or restrict advertisers where standards are not met.
Website policies cannot anticipate every circumstance and are not a substitute for advice about a specific legal dispute. MCOON should keep its business identity, retention periods, service providers and actual operational practices up to date in the published version.
Report a Listing
Contact the MCOON team if you have a question about this policy or how it applies to the marketplace.