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An identification tag for a dog, cat or the like is carried by a holder fastened to a collar, harness or leash. The holder comprises a transparent plastic pocket open at one end secured to the collar and overlaid by a protecting strap held in place by a rivet at one end and a snap fastener at the open end of the pocket permitting the strap to be lifted or rotated about the rivet to insert an elongated identification tag or to view identification information.