I received an e-direct from Cherrybrook recently promoting the IDTag.com. This is a tag which contains a website and phone number to contact IDTag.com, where the tag owner is supposed to have registered the tag’s unique number with identifying information about their pet. The first year of service is free, followed by a $6.95 annual fee. When a pet is lost, the owner logs in to the IDtag website and notifications are sent via email to all local shelters, including photos and veterinary information about the pet. This seems like an idea that is more appealing than practical, as it relies on pet owner compliance to make sure the pet is fully registered and that the alerts are sent out promptly via a web login or phone call (if the tag’s on the lost dog, will the owner have the info?) I still think a collar or collar tag with the owner’s cell phone is a better bet, and I am a proponent of microchipping as well, but remember – microchips do need to be registered with the chip maker for the concept to work. (BTW I am NOT in favor of registering chips with government agencies, I don’t want Big Brother in my dogs’ business.)