Pet Health Clubs' Fight For Survival Remains Unresolved

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Posted
17th March, 2026 10h40

Dozens of independent veterinary practices throughout the UK, that have ‘Pet Health Club’ branded health plans, remain in a state of uncertainty with an unresolved legal threat from IVC Evidensia still hanging over them. 

It’s approximately 12 months since IVC wrote to dozens of practices claiming to have a wordmark on the phrase ‘Pet Health Club.’

Since then, IVC has been busy registering other wordmarks, common phrases and trademarks, including ‘It’s not what we do, it’s why we do it.’ 

Earlier this year IVC also registered ‘IVC inspiring veterinary care’ which should not be confused with the Royal College of Veterinary Surgeons’ (RCVS) ‘Inspiring confidence in veterinary care’ strapline. 

The original letters were issued by IVC’s chief medical officer, Gudrun Ravetz and legal counsel, Alice Holt. They stated, ‘Pet Health Club is a trading name of Independent Vetcare Limited, part of the IVC Evidensia group of companies, offering dog, cat and rabbit healthcare plans to customers of Independent Vetcare Limited and other companies within its group.’

The letters claimed that ‘Pet Health Club’ has built-up goodwill and reputation in the United Kingdom.

Within a matter of days hundreds of veterinary professionals had pledged their support on a website, www.wearespartacus.co.uk, that was set up to unite all the practices facing IVC’s legal threats.

In March 2025, IVC sent follow-up letters saying it would offer a stay of execution and extend the deadline to comply until the 31st December 2025. However, since that deadline has passed, none of the practices that were originally threatened have received any further correspondence and are now in a state of limbo. 

Dr Natalie Morris-Webb, owner of Malthouse Vets, said: “Last year was a worrying time for lots of independent practices with a ‘Pet Health Club.’ Many of those that came forward had been using the term long before IVC registered its wordmark in 2019 and either had to face the cost and hassle of rebranding their health plans or enter into a legal dispute with IVC.

“Neither of these are appealing options for independent practices, or their owner managers. Although IVC appears to have ceased defending the ‘pet health club’ wordmark, with none of the affected practices reporting any further correspondence for many months, the uncertainty is still there. It’s unacceptable that IVC has not yet achieved a commercial settlement, or revealed whether they have given the industry a reprieve and no longer plan to take legal action.”

A spokesperson for We Are Spartacus added: “Now IVC is attempting to trademark the words ‘inspiring vet care’, so there’s a possibility that the RCVS is now in Gudrun and Alice’s sights, due to the similarities with its strapline. 

“If this is the case, we’d welcome the RCVS to join We Are Spartacus. Hundreds of those that registered on our website weren’t affected by the legal letters, but they still wanted to show their support and stand alongside everyone that has had to contend with IVC’s threats. There’s no doubt this support and solidarity from the wider veterinary industry would extend to the RCVS as well, should they need it.

“Crucially, it also comes at a time when the CMA is looking for clarity and transparency, yet IVC is using words that could easily confuse pet owners as to who the regulator is and who is being regulated.”

Anyone wanting to view IVC’s trademark application should visit IVC trademark application. People also currently have the opportunity to share third party observations about the application with the UK Intellectual Property Office. Observations about why trademarks shouldn’t be registered can include failing to meet statutory requirements, such as where they lack distinctiveness or they’re descriptive.

Those wanting to support or object to the application, can email [email protected], or write to Intellectual Property Office, Concept House, Cardiff Road, Newport, NP10 8QQ, and quote trademark number UK00004334041 before the 2nd April 2026.

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