Virtual fencing is heading for closer scrutiny in the UK after the government’s Animal Welfare Committee (AWC) published a detailed opinion highlighting both the potential benefits of the technology – such as increased grazing opportunities and more flexible livestock management – and significant concerns.
Key issues flagged include the use of electric shock collars, the quality of farmer training, and the risk of animals receiving repeated pulses. With farm assurance schemes tightening welfare criteria and policymakers signalling greater caution, more explicit regulation appears likely in the coming years.
Nofence, of the world’s largest virtual fencing providers, says it welcomes the scrutiny.
“Animal welfare is at the core of everything we do at Nofence,” a spokesperson told AgTechNavigator. “We believe evidence‑based evaluation will demonstrate the welfare benefits virtual fencing can deliver.”
Nofence: ‘Predictability and control are the foundation of welfare’
Nofence argues that its technology delivers safeguards that exceed those available with traditional fencing.
“Our system provides continuous monitoring of every animal, enabling early detection of distress or illness,” the spokesperson said. “Virtual boundaries allow cattle to access more diverse terrain and spend more time on pasture, supporting natural grazing behaviour.”
Central to the company’s animal‑welfare case is its design based on “predictability and avoidability”. Livestock receive clear audio cues before any electrical pulse is delivered. According to Nofence, extensive independent research, including studies undertaken in the UK shows that animals quickly learn to interpret audio cues; that cortisol levels do not increase, indicating no measurable stress; and that cattle navigate virtual boundaries effectively.
The company’s own dataset of over 20 million grazing days indicates that more than 96% of boundary interactions are resolved by audio alone, without any electrical stimulus.
Every pulse delivered is logged and visible in the Nofence app, enabling farmers to monitor individual animals and deactivate collars instantly if required. “This level of transparency and oversight is simply not possible with traditional electric fencing,” the spokesperson said.
Responding to RSPCA Assured standards
The conversation intensifies as the RSPCA updates its dairy standards under the RSPCA Assured scheme, introducing a ban on electronic collars used in place of physical fencing.
Nofence says it respects the RSPCA’s commitment to welfare but believes there may be misconceptions about how virtual fencing works.
“For cattle, audio cues are often a clearer, more reliable boundary than a physical wire that can be difficult to see,” the spokesperson said. “Safety is engineered into our system. If an irregularity occurs, the collar automatically deactivates and alerts the farmer.”
The company also notes an inconsistency: the updated RSPCA standards encourage the use of technology to assess grass growth and support pasture rotation planning, yet reject the very technology that makes efficient, flexible pasture rotation viable for most farmers. “Virtual fencing enables the precise, frequent rotation that benefits both animal welfare and pasture health, without the substantial costs and labour associated with installing and relocating physical fencing infrastructure,” the spokesperson said.
Nofence says it is too early to gauge the impact on UK customers but stresses that farmers continue to report improvements in animal oversight, grazing efficiency and welfare outcomes.
Software‑driven welfare safeguards and rapid adaptability
As future regulation develops, Nofence says it is well placed to adapt. Because the system is software‑driven, new safeguards –such as altered shut‑off protocols or sensitivity thresholds – can be deployed across all devices via Over‑the‑Air updates.
The company has also introduced HerdNet™ to support coordinated herd movement, part of its broader shift towards data‑driven pasture and livestock management.
“We stand ready to share comprehensive evidence with regulators and welfare organisations,” the spokesperson said. “Our ambition is to contribute meaningfully to informed policy development.”
200,000 collars sold and commercial launch in Sweden
The welfare debate comes as Nofence marks several major milestones. The company has now sold more than 200,000 virtual fencing collars globally, with the technology deployed across 2.5 million hectares, representing more than 20 million animal grazing days.
Farmers have established over 75,000 km of virtual boundaries – almost twice the circumference of the Earth – across terrain ranging from small family farms to large, complex grazing areas.
In January 2026, Nofence launched commercial operations in Sweden, following regulatory reforms that permit virtual fencing. Sweden becomes the company’s sixth market after Norway, the UK, the US, Spain and Ireland. A local team has already been established, led by Head of Sweden Jakob Gelberg.
Scaling organisation, product and international reach
Backed by a NOK 350 million Series B round in 2025 – one of Europe’s largest agri-tech raises that year – Nofence has expanded to more than 100 employees across six countries, representing 24 nationalities.
Recent hires include Chief Product and Technology Officer Jeffrey Glasson, tasked with evolving the platform towards broader smart livestock tools including herd monitoring, animal health insights and AI‑assisted grazing.
“Nofence is at a defining point in its development,” said CEO Joachim Kähler. “We have proven customer value and strong product–market fit. Now we scale our technology and organisation for international expansion.”
‘A foundation for the next phase’
As the company enters 2026, Kähler says the goal remains consistent: pairing productivity with welfare and sustainability.
“Field experience shows that virtual fencing contributes to improved welfare, more efficient farming, and better use of grazing resources,” he said. “These are the pillars we will build on in the years ahead.”
