False Advertising

David Moorhouse's Jack Russell terrier, Rocky was stolen a few years ago. The dog had been chipped and when it turned up "on the grid" again, the microchip provider refused to provide Moorhouse with Rocky's new address claiming it would breach the UK's Data Protection Act. When Moorhouse asked the court to compel the chip provider to reveal the address, the court sided with the provider. The police also refused to get involved. Full story

So let's summarize. Man has his dog chipped so it can be located if lost or stolen. When dog is stolen, the chip provider refuses to reveal the dog's location for fear of violating the privacy of the dog thief.

If nothing else, I feel like this company that provides and tracks microchips might be misrepresenting its business if it is unable to provide the service it claims to provide.