How to Spot Online Puppy Scams and Fake Adverts

Bringing a puppy home is an exciting time. From scrolling through photos of adorable faces to imagining the adventures you’ll have together, it can be easy to get swept up in the excitement.

But when you’re looking for a puppy online, it’s important to remember that not every advert is what it seems.

Fake puppy adverts and dishonest sellers can use convincing photographs, fake profiles and seemingly genuine stories to persuade prospective owners to hand over money. In other cases, an advert may be real, but the seller may be concealing poor breeding conditions, puppy farming or the fact that the puppy has been imported illegally.

Knowing what to look for before you respond to an advert could help you avoid a scam, and, just as importantly, help you avoid supporting irresponsible breeding or trading.

A puppy scam is when someone uses a false or misleading advert to trick a prospective owner into handing over money or personal information.

Sometimes, there may not actually be a puppy at all. A scammer might use photos taken from elsewhere online, create a fake social media profile and advertise a puppy that doesn’t exist. They may then ask for a deposit or full payment before arranging collection, only to disappear once they have your money. But online puppy scams aren't always this straightforward.

A seller could have genuine puppies but provide misleading information about where they were bred, their health or their parents. They may also use online adverts to disguise puppy farming or the activities of a third-party dealer.

This means that spotting a fake puppy advert is about making sure the puppy you’re buying has been bred and raised responsibly, as well as protecting your bank account.

Social media and online marketplaces have made it easier than ever to find puppies. Unfortunately, they have also made it easier for dishonest sellers to reach potential buyers.

A carefully curated profile can make a seller appear trustworthy, while photographs can create the impression that a puppy has been raised in a happy family home. But a photograph can’t tell you everything about a puppy’s upbringing.

The Kennel Club has warned that social media can encourage people to make decisions based on a puppy’s appearance without thoroughly researching their background. That’s why it’s important to look beyond the advert itself.

1. The price seems too good to be true

An unusually cheap puppy can be tempting, particularly when you’re comparing adverts online.

But a very low price should make you stop and investigate rather than rush to secure the puppy.

Scammers may use an attractive price to encourage people to make an immediate payment. Similarly, irresponsible sellers may deliberately advertise puppies cheaply to generate interest quickly.

Price alone doesn't prove that an advert is fraudulent, but it is a good reason to ask more questions.

2. You’re being pressured to pay a deposit

One of the biggest warning signs is pressure to send money before you've properly met the puppy and seller.

You might be told that several other people are interested, that someone else is about to pay a deposit or that you need to transfer money immediately to avoid losing the puppy.

This sense of urgency is a common feature of online scams. Official fraud guidance recommends being particularly cautious when an advert tries to rush you into making a decision.

A responsible breeder should understand that bringing a puppy home is a major decision and give you time to consider it.

3. The seller won't let you meet the puppy with its mum

This is one of the most important checks you can make.

You should be able to see the puppy with its mother and littermates, in the environment where it was bred. GOV.UK specifically recommends meeting puppies with their mother and litter in their own home.

Be wary of excuses such as:

• “Mum isn't here today.”

• “She's at the vet.”

• “She's nervous around strangers.”

• “You can meet her another time.”

• “We'll bring the puppy to you instead.”

If a seller refuses to let you see where the puppy was bred, don't ignore that warning sign.

4. The puppy can be delivered to you

Be extremely cautious if someone offers to deliver the puppy to your home instead of allowing you to visit the place where it was bred.

Meeting somewhere neutral, such as a car park or motorway services, can also prevent you from seeing the conditions the puppy has been raised in.

A responsible seller should be comfortable with you visiting the puppy in their breeding environment to ask questions about their parentage and health reports.

5. The photos don't add up

Scammers can steal photos from legitimate breeders or other websites and use them in fake adverts.

Look closely at the images. Are there photographs of the puppy in different settings and at different ages? Can you see the puppy with their mother and littermates? Does the seller have photographs showing the environment where the puppy is being raised?

You can also try a reverse image search to see whether the same photographs appear elsewhere online or if they've been AI-generated.

Be cautious if an account contains lots of beautiful puppy photographs but very little information about the breeder or the puppies' upbringing.

6. The seller has lots of different breeds or litters available

An advert showing multiple breeds, several litters or a constant stream of puppies should prompt further investigation.

GOV.UK recommends researching the seller and looking for warning signs such as someone advertising many litters from different breeds. It also suggests searching the seller's contact details to see whether the same phone number appears across numerous adverts.

Don't assume that a professional-looking profile means the seller is legitimate.

Search their name, telephone number and business details independently, rather than relying solely on information provided in the advert.

7. There are gaps in the puppy's paperwork

A legitimate seller should be able to provide appropriate information about the puppy's health and history.

Depending on the circumstances, this could include vaccination records, microchip information, worming and flea-treatment records and relevant health information about the puppy and its parents. GOV.UK recommends checking these records before agreeing to buy.

Be suspicious if paperwork is missing, appears inconsistent, or the seller is reluctant to let you see it.

You should also never buy a puppy younger than eight weeks old.

8. You're asked to pay in an unusual way

Be cautious if you're asked to transfer money to an individual before you've met them and seen the puppy.

A scammer may invent reasons why they can't accept another payment method or why money needs to be transferred urgently.

More broadly, UK government guidance warns consumers to be cautious when online sellers request payment by bank transfer, as recovering money can be difficult if the transaction turns out to be fraudulent.

If something about the payment process doesn't feel right, take a step back - it's never too late.

It's completely understandable to fall in love with a puppy you've seen online. That's exactly what dishonest sellers can rely on.

A photograph can create an emotional connection before you've had the opportunity to ask difficult questions. Once you're imagining that particular puppy coming home with you, it can become much harder to walk away when something doesn't feel right.

Try to separate the two decisions by asking yourself,

Do I want this puppy? And am I confident that this is a responsible and legitimate seller?

The second question should always come first. If you can't verify where the puppy came from, don't allow excitement to override your concerns.

Before contacting a seller, do some independent research. Search the seller's name, phone number and any business details online. Look at how long their account has existed and whether they appear to advertise multiple litters or breeds.

Look closely at the photographs and consider using a reverse image search. If they're a licensed breeder or pet seller, check the relevant local-authority licence details. GOV.UK advises buyers to check that licence information is legitimate with the local council.

Most importantly, don't make a decision based on the advert alone.

Ask questions about the puppy, their parents, health testing, socialisation and where they have been raised. A responsible breeder should also want to know about you and the home you're offering before handing over a puppy - remember, this shouldn't be a quick or hasty decision from both parties.

Meeting the puppy should give you an opportunity to see far more than just the puppy itself.

You should be able to see:

• The puppy with its mother and littermates.

• Where the puppies have been raised.

• How the puppies interact with one another.

• How the puppy responds to people.

• Relevant health and vaccination records.

• Information about the puppy's parents and health history.

• Evidence of microchipping where required.

Pay attention to the environment, too. Is it clean and suitable? Do the puppies appear healthy and alert? Are they comfortable around people?

Don't be afraid to ask questions, and don't feel obliged to buy simply because you've visited.

A responsible breeder should be interested in whether you're suitable to own one of their puppies. If a seller seems unusually keen to hand over a puppy without asking you anything about your circumstances, that's another reason to be cautious.

Seeing an advert on Facebook, Instagram, TikTok or another social platform doesn't automatically mean the seller has been vetted.

Social media profiles can be created quickly, and scammers can make an account look convincing by posting photographs, videos and regular updates.

The same checks apply regardless of where you found the puppy.

Don't assume that lots of followers, likes or comments prove that a seller is legitimate. Instead, investigate the person behind the account and arrange to see the puppy, its mother and its breeding environment before making any commitment.

If something doesn't feel right, don't send money or personal information.

Save screenshots of the advert and any messages you've exchanged. You can then report the advert to the platform where you found it.

The Advertising Standards Authority accepts reports about misleading adverts, including those appearing online and on social media.

If you believe you've been the victim of fraud, report it through the appropriate UK fraud-reporting service and contact your bank as soon as possible if you've transferred money.

If you're concerned about the welfare or origins of a puppy being advertised, GOV.UK advises contacting your Local Authority Trading Standards.

Buying a puppy shouldn't be an impulse purchase.

A responsible breeder will expect you to ask questions, take your time and make sure the puppy is right for your home. You should feel comfortable walking away if something doesn't add up.

Remember: if you can't see the puppy with their mum, can't see where they were bred or are being pressured to pay before you've carried out proper checks, stop and reconsider.

That extra bit of research could protect you from losing money, and, more importantly, help ensure the puppy you're bringing home has had the safe and responsible start they deserve.