Calls for Greater Transparency in Pet Cremation Practices Following Distressing Social Media Images
Tuesday 14 July, 2026- Recent distressing images shared on social media have sparked calls for greater transparency in the handling of pet cremation services. The Association of Private Pet Cemeteries and Crematoria (APPCC) is urging pet owners and veterinary practices to ask tougher questions about what really happens after a pet is handed over for cremation.
The APPCC, established in 1993, represents pet cemeteries and crematoria that have undergone a detailed inspection in addition to the basic Animal and Plant Health Agency (APHA) approval. The organization promotes dignity, transparency, and accountability in pet bereavement services.
The recent images shared online have caused understandable horror among pet owners, prompting the Herefordshire Council to confirm a multi-agency inquiry is underway. The council is working with the APHA, the RSPCA, and other relevant agencies to investigate the matter and take appropriate action.
According to Kevin Spurgeon, a Director of the APPCC, while he cannot comment on any individual business or person, the public reaction highlights a bigger issue. He adds, “A pet may be legally classified as an animal by-product after death, but to their family, they are still a loved companion. Legal compliance is not always the same as meeting a family’s expectation of dignity, respect, and care.”
The APPCC says many families believe that “individual cremation” means their pet will be handled personally, carefully and respectfully from beginning to end. However, unless they ask direct questions, they may not know how their pet is collected, transported, stored, identified, cremated, or how their ashes are recovered.
Alexandra Shaw, APPCC Spokesperson, says that individual cremation is about the whole journey and not just the urn at the end. She adds, “It is about what happens after the pet leaves the family or veterinary practice. How are they identified? Where do they go? Who is actually caring for them? Are they transported with others? Are they stored in bags, containers, refrigeration, or freezers? Are they cremated completely alone? No family should find out too late that the reality did not match what they imagined.”
To ensure transparency and accountability, the APPCC is urging pet owners to ask direct questions before agreeing to any cremation service. The organization also warns families not to rely on websites, reviews, comforting language, or awards alone, as these do not show what happens behind closed doors.
The APPCC is also calling on veterinary practices to review the cremation providers they recommend. According to Kevin Spurgeon, “Veterinary practices are often the gatekeepers. If a practice recommends a cremation provider, it should know how pets are collected, identified, transported, stored, cremated, and returned.” He adds that commercial arrangements should be transparent, and the trust placed in them by grieving owners must come before cost, convenience, or margin.
The APPCC recommends choosing an APPCC member for pet cremation services. The organization’s members work to a Code of Practice designed to protect pet owners and veterinary practices from the mis-selling of cremation services. Accredited members must undergo a detailed inspection and demonstrate that they fulfill all their obligations under the Code of Practice, especially concerning the integrity of the cremation process.
Kevin Spurgeon concludes, “APPCC membership is not just a badge. It means the pet crematorium has agreed to work to recognized standards and be independently inspected. The simplest test is this: if the family who loved that pet saw the whole journey, would they feel the promise had been kept?”
Pet owners and veterinary teams can find their nearest APPCC member at appcc.org.uk
ENDS
MEDIA CONTACT
Kevin Spurgeon
Director
Kevin.spurgeon@dignitypetcrem.co.uk
07941234551
NOTES TO EDITORS
The Association of Private Pet Cemeteries and Crematoria, APPCC, established in 1993, represents pet cemeteries and crematoria that have undergone a detailed inspection in addition to the basic APHA approval and promotes dignity, transparency and accountability in pet bereavement services.
