Our philosophy

Technology to improve animals’ lives

We want to make it easier to reach professionals, businesses, activities, information and useful resources — always promoting responsible, safe and respectful coexistence.

Our purpose is to use technology to:

• Improve animal welfare and protection. • Help prevent abandonment. • Promote responsible adoption. • Support shelters, refuges and associations. • Help recover lost animals. • Encourage education and responsible ownership. • Build respectful communities between people and animals. • Give visibility to responsible professionals and organisations. • Promote more conscious and sustainable consumption.

Animal welfare is our priority

Every important decision at Snifr. must weigh its possible effect on animals.

No business interest will justify an action that causes, normalises or encourages animal suffering, abandonment, exploitation or abuse.

Before accepting a partnership, we will assess:

• Its impact on animals. • Its working methods. • The safety of its products or services. • Its environmental impact. • How it treats its workers. • The honesty of its communication. • The consistency between what it claims and what it actually does.

Our priority is to protect the community’s trust and act in line with the values we defend.

Not every company can be part of Snifr.

We want the people who use Snifr. to be able to trust the professionals, businesses and organisations on the platform.

For that reason, entities may go through an evaluation process reviewing their practices, services, products, working methods and public commitments.

We will not partner with entities that:

• Have committed serious or repeated animal-abuse offences. • Promote irresponsible breeding. • Encourage the indiscriminate sale of animals. • Use or sell tools designed to cause pain, fear, choking or shocks. • Promote training methods based on punishment or intimidation. • Sell products seriously harmful to animals. • Make misleading claims about health, nutrition or behaviour. • Hide relevant information about their products or services. • Maintain seriously harmful environmental practices. • Seriously violate labour or human rights. • Practise greenwashing or animal-washing. • Use the animal cause only to improve their reputation. • Try to hide that content or a recommendation is part of a partnership.

Decisions must be based on reasonably verified information, documentation and evidence. They will not be made solely on rumours, isolated opinions or advertising messages.

How we will classify entities

Companies, professionals and organisations may be classified in different tiers according to their practices and commitments.

Eligible entities Meet the legal requirements and the minimum criteria for animal welfare, safety, responsibility and transparency set by Snifr.

Preferred entities Beyond the minimum requirements, they maintain verifiable policies on animal welfare, sustainability, transparency and responsibility.

Strategic entities Actively take part in shelters, adoptions, education, social projects, animal protection or initiatives with a verifiable positive impact.

Snifr. will give greater visibility and priority to entities that show a real, ongoing commitment.

We believe in real improvement

We know organisations can make mistakes and that some are in the middle of a transformation.

Snifr. may work with entities that are improving their practices, as long as there is a real, transparent and verifiable transition.

To do so, they must present:

• Concrete goals. • Defined deadlines. • Indicators to check progress. • Verifiable information. • Transparency about existing problems. • Clear improvement commitments. • No practices incompatible with animal welfare.

The partnership may be suspended if the improvement process turns out to be fake, if information is hidden, or if Snifr. is used to feign a commitment that does not exist.

Support for shelters and animal-protection projects

Snifr. wants to actively contribute to the work of the people and organisations that protect animals.

We will seek to support initiatives related to:

• Shelters and refuges. • Food and veterinary care. • Neutering campaigns. • Animal identification. • Recovery of lost animals. • Responsible adoptions. • Education and abandonment prevention. • Technology for animal-aid organisations. • Emergency campaigns. • Environmental projects related to animals.

This support may take the form of technology, services, digital tools, visibility campaigns, activities, educational content, professional collaboration and other genuinely useful resources.

Clear and responsible advertising

Users have the right to know when content is part of a partnership.

That is why:

• We will clearly label sponsored content. • We will not accept hidden advertising. • We will not allow misleading claims about health, nutrition or behaviour. • We will not present a commercial partnership as an independent recommendation. • We will distinguish between information, opinion and advertising. • We will review especially sensitive claims. • We may pull a campaign if new evidence of practices incompatible with our principles appears.

An entity’s presence on Snifr. does not mean all its products, services or actions have been automatically approved. Each partnership may be assessed independently.

Commitment to sustainability

Snifr. will prioritise entities that take real steps to reduce their environmental impact.

We will especially value:

• Reducing unnecessary plastics and packaging. • Using responsible materials. • Reducing waste and emissions. • Product durability and repairability. • Traceability of ingredients and materials. • Supplier responsibility. • Transparency about the supply chain. • Verifiable environmental targets.

We will not consider it enough to use words like “natural”, “eco”, “responsible” or “sustainable” without evidence to back them up.

Respect for workers

Animal welfare cannot be separated from respect for people.

So we will value entities that:

• Offer decent working conditions. • Maintain safe workplaces. • Avoid any form of discrimination. • Have channels to report irregularities. • Act transparently. • Respect workers, collaborators, volunteers and professionals.

Snifr. will also seek to apply these principles within its own team.

An Ethics and Animal Welfare Committee

Once Snifr. has the necessary structure, we will set up an Ethics and Animal Welfare Committee.

We will aim for it to include:

• A representative of the founders. • A person with veterinary or animal-behaviour knowledge. • A person linked to a shelter. • A sustainability specialist. • A community representative.

Its duties will include:

• Assessing especially sensitive partnerships. • Interpreting and updating the Code of Ethics. • Analysing possible breaches. • Investigating reports. • Detecting greenwashing and animal-washing. • Recommending the suspension of campaigns. • Overseeing animal-protection projects. • Proposing improvements to Snifr.’s policies. • Taking part in public impact reports.

Until the Committee is created, these responsibilities are shared by the founders.

We will listen to our community

The community can report possible breaches related to:

• Bad practices by companies or professionals. • Possible harm or risks to animals. • Use of aversive tools or methods. • Misleading advertising. • Greenwashing or animal-washing. • Conflicts of interest. • Misuse of Snifr.’s image. • Behaviour incompatible with our values.

Reports must be investigated with impartiality, respect and confidentiality. We will also avoid making public accusations without first verifying the available information.

Reviews and corrective measures

Approval of an entity is neither permanent nor automatic.

Partnerships may be reviewed when:

• New evidence appears. • Their practices change. • There are reasonably founded complaints. • The entity’s ownership or management changes. • New products, services or methods are added. • Agreed commitments are broken.

Faced with a possible breach, Snifr. may:

• Request additional information. • Ask for clarifications. • Require corrective measures. • Temporarily suspend a partnership. • Remove content. • End the relationship with the entity. • Exclude it temporarily or permanently from the platform. • Inform the community when necessary and legally appropriate.

Transparency and impact

We want to prove our commitments through concrete decisions and actions.

Snifr. will seek to publish information about:

• Partner entities. • The criteria used to assess them. • The animal-protection campaigns carried out. • The organisations supported. • Environmental goals. • Relevant ethical incidents. • Corrective measures taken. • Progress and difficulties encountered. • Goals for the next stages of the project.

Published information must always respect privacy, data protection and the rights of the people and organisations involved.

A commitment that must be proven

We do not want our philosophy to be just a nice statement.

We want to turn it into public criteria, evaluation processes, responsible decisions, periodic reviews and actions that can be checked.

Snifr. may make mistakes, but it must acknowledge them, correct them and explain what measures it has taken to prevent them from happening again.

Our commitment is to grow without giving up animal welfare, sustainability, transparency, respect for people and real support for those who work to protect animals.