Dog day care firm in Merthyr Tydfil fined for false advertising

A dog day care business in Merthyr Tydfil has been forced to pay more than £2,000 for misleading advertising. Julian Bones, the director of Dogsden Day Care Ltd, appeared at Merthyr Tydfil Magistrates’ Court for a hearing on May 8, 2024 where charges were laid against both the company and himself.

He and Dogsden Day Care Ltd pleaded guilty to eight offences under the Consumer Protection from Unfair Trading Regulations 2008. The company received a total financial penalty of £2,498 which included fines, costs and a surcharge. Mr Bones himself received a total financial penalty of £1,210.

A Merthyr Tydfil Council trading standards investigation centred on the advertising of dog day care services offered by Dogsden Day Care Ltd. Using social media and a website, claims were made which gave the impression that the company was licensed to carry out its activities by the local authority when this was not the case during the period of the investigation last year. The district judge who presided over the hearing concluded that it was not a deliberate or intentional offence but came about through the defendant’s circumstances and difficulties and not dealing with matters as they should.

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Craig Rushton, trading standards team leader, said: “This prosecution sends a clear message that business must be careful on how they advertise not to mislead the public. If circumstances change then it is extremely important that any promotion of commercial activities are updated accordingly so not to be misleading otherwise it may lead to prosecution.” Cllr Michelle Symonds, cabinet member for regeneration, housing and public protection at Merthyr Tydfil Council said “Residents rely on information they read about goods and services they purchase. These days this may be on social media, a website or on printed material. The information must be accurate, truthful and not misleading. Where this is not the case our trading standards service will investigate and businesses may find themselves in front of the court where any claims are found to be misleading.” To get all the latest Merthyr Tydfil news straight to your inbox, sign up to our newsletter here.

The council said a licence was issued on July 20, 2023 which expired on December 31, 2023 and was not renewed. The council said it is its understanding that he no longer carries out animal boarding.

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