After a puppy was given away on a prime-time TV show, the Kennel Club is making a complaint to Ofcom to highlight its concerns.
During Keith Lemon's Lemonaid, on ITV, a puppy was given away as a prize. The Kennel Club has advised TV producers that a puppy should never be given away as a prize and its Code of Ethics prohibits breeders from doing this.
Caroline Kisko, Kennel Club Secretary, said: "The golden rule for buying a puppy, which the Kennel Club highlights during its Puppy Awareness Week in September and throughout the year, is that people should always see the puppy with its mother and in its home environment, before they buy.
"Puppies are not commodities but are a lifelong commitment."
She added that the Kennel Club is extremely disappointed to see ITV giving a puppy away as a prize as it sends out the wrong message to about puppy ownership.
A spokesperson for ITV said that a vet had visited each home in advance to ensure each family understood the responsibility and commitment involved.