Pet keepers urged to update their pet’s microchip contact details - Veterinary Practice
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Pet keepers urged to update their pet’s microchip contact details

New identi App makes verifying account details a quicker and more convenient process

identi, the pet protection expert, is encouraging pet keepers to check that their pet’s microchip contact details are up to date from Wednesday 13 March and culminating at midnight on identiday on Wednesday 20 March 2024, the first day of spring.

The company has launched a new identi App to make the process even easier and enable keepers to access their pet’s details anytime, anywhere and manage their account and details on the go.  The handy App will also allow keepers to quickly report a pet missing at the touch of a button.

To encourage keepers to check their pet’s microchip, identi will give away four £200 Amazon vouchers chosen randomly from those who check their contact details with identibase on either the identi App or its website.  Keepers can check which database their pet’s microchip is registered to by going to check a chip on the website and entering their pet’s microchip number.

  • To be in with a chance to win, pet keepers should log on to their identibase account on either the identi App or the identibase website and check that their contact details are correct between Wednesday 13 March and identiday itself on Wednesday 20 March 2024
  • On completion, to enter into the prize draw, they should email their full name to customer service with identiday as the subject heading

Tammie O’Leary, commercial lead at identi, comments: “All too often we see that a lost pet has been found and while they may be microchipped, their contact details are not correct. identiday is a reminder to pet keepers to take the time to check that contact details are up-to-date and the new identi App makes verifying account details a quicker and more convenient process.”

New compulsory cat microchipping for all owned cats will be introduced later this year in England, and cat keepers have until 10 June 2024 to microchip their cat to make it easier for lost or stray pet cats to be reunited with their owners and returned home safely.

Dr Sarah Elliott, central veterinary officer at Cats Protection, adds: “After many years of campaigning, Cats Protection is delighted that microchipping will be compulsory for pet cats from June 2024, giving cats in England the same protection as dogs when it comes to microchipping. Cats Protection’s CATS [Cats and Their Stats] Report for 2023 estimates that around a quarter of owned cats are not microchipped. Of the owners that have had their cat microchipped, the report found that potentially over 600,000 cats do not have up-to-date microchip details stored on a microchipping database. This lack of up-to-date information potentially renders their microchip useless, should they become separated from their family. The new microchipping regulations will require owners to ensure details are up-to-date, so ensuring owners know the importance of this, and how to do it will be imperative.”

A social media toolkit is available to help vet practices promote identiday and there is a competition for practices that are proactive in promoting the initiative to their clients through newsletters, emails, texts or social media. For a link to the identiday social media toolkit please email to the identi. To enter the vet practice competition, email details of the vet practice identiday marketing activity to customer service with the heading identiday – vet competition. The winning practice will win a Yorkshire Rose Hamper worth £100.

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