Perform a Google search or stroll the isles of your local stores, and it’s clear that there’s a multitude of choices out there for pet parents — from pet care products and toys to important services. Americans spent more than $50 billion on their pets in 2011 and now Petfinder, the online leader in responsible pet ownership, is ready to help owners make responsible decisions about products, services, brands and initiatives with the Petfinder Seal of Approval.

This special designation will go to partner products, services, brands and initiatives that have met strict pet-friendly criteria, including HomeAgain, PetFirst Healthcare and Thundershirt. Each brand has been vetted to ensure that they have:

• Not been involved in invasive or harmful testing on animals during the past 10 or more years, and has no current or planned involvement in invasive or harmful testing on animals;
• Not been involved in the promotion of the sale or breeding of animals during the past 10 or more years, and have no current or planned involvement in the promotion of the sale or breeding of animals;
• Not had a record of animal injury or death due to product or brand use for at least the past 10 years, and brand does not currently support events or initiatives that cause or promote animal injury or death and has not supported such events or initiatives for at least the past 10 years; and
• Demonstrated a commitment to explicitly and positively impact the welfare of animals through donations, promotions and/or financial support.

Read more about the Seal on the Petfinder Blog in a special post from Co-Founder Betsy Banks Saul and know that by purchasing products and services that feature the Petfinder Seal, you are supporting brands that are actively striving to make life better for pets.

Companies that would like to apply for or have questions about the program are invited to email petfinder_seal@discovery.com.