Star, it sounds as though as they are over the threshold for being a licensed breeder, so get in touch with your local Council. They maintain a public register of breeders, so you could see if they are already listed, and if so can access their inspection reports. If not, then you can report it to the Trading Standards Dept who do the licensing, and ask them to investigate.
What is also a good idea is to report them to the HMRC as invariably these sorts of breeders do not declare their income as taxable, and it can be very profitable.
There is little point in contacting the SSPCA or RSPCA since they will see this as a licensing issue for the local authority, so the Council should be your first port of call. These vile places exist because sadly, many people are excited at getting a pup and do not think about where they have come from.
Lost, you are in the heartland of puppy farming. Ceredigion and Carmarthenshire are the two worst areas of Wales for this. Again, see what I said above, but do not expect miracles from Ceredigion though having said that they are not as bad as Carmarthenshire - there, the politicians are actually proud of their puppy farmers. Regrettably this will not change unless the people of Carms/Ceredigion vote in politicians who are committed to changing things. V unlikely. If you want to know more, see the Cariad Website which is the umbrella organisation campaigning for a change in the law for Wales.