Buying a puppy should be a joyful and exciting experience. Sadly, fraudsters are exploiting this by posing as breeders or pet sellers online. These scammers use fake listings, stolen images and convincing websites to trick people into paying for puppies that do not exist. Victims are often left not only out of pocket but also emotionally devastated.
As online pet sales grow, so too do these scams. In fact, pet fraud reports rose by 24% in 2023 compared to the previous year, with victims losing an average of £307. Action Fraud also reported that £2.6 million was lost by prospective pet owners during the 2020/21 financial year – an increase of more than 20 per cent on the year before.
At CEL Solicitors, we understand the impact scams can have. That is why we are committed to helping people stay informed, protected and supported if the worst happens. In this guide, we explain how these scams work, how to spot the warning signs, and where to report puppy scams if you or someone you know has been affected.
How Do Puppy Scams Work?
Puppy scams usually involve scammers creating fake listings on websites, social media or even entirely fraudulent breeder sites. They use photos of adorable puppies, low prices and emotional language to draw buyers in.
Common tactics include:
- Offering purebred puppies at unusually low prices
- Asking for upfront payments for delivery, insurance or vaccinations
- Providing fake testimonials and stolen images
- Disappears once the payment is made
These scams are carefully crafted to feel believable. We see firsthand how convincing they can be and how devastating the aftermath is for victims.
Common Types of Puppy Scams
Fake Breeder Websites
Scammers often create professional-looking websites that mimic genuine breeders. These sites use stolen images and made-up customer reviews to appear trustworthy.
In one similar case, we helped a victim recover £40,000 after falling for a cloned investment website. The same techniques are now being used to target pet buyers.
Social Media Marketplace Scams
Fraudsters regularly advertise on platforms like Facebook or Instagram, asking for payments via untraceable methods such as bank transfers or gift cards. These listings often disappear quickly after the money is sent.
Puppy Deposit Scams
Scammers may ask for a deposit to “secure” a puppy, then vanish with your money. These scams take advantage of people’s urgency and emotional investment.
Delivery and Insurance Scams
Some scammers continue the fraud by claiming that extra costs are needed for crate rental, insurance or pet transport, pressuring buyers into making multiple payments.
How to Protect Yourself from Puppy Scams
Verify the Seller’s Identity
Before sending any money, make sure you know exactly who you’re dealing with. Research the breeder or seller’s name, check for independent reviews and look them up on trusted forums or pet adoption websites.
Ask for a live video call to see the puppy and its surroundings. This helps confirm the animal is real and that the seller has it. Ideally, you should arrange to see the puppy in person before making any decisions or payments. Genuine breeders will welcome a visit and be happy to answer questions about the puppy’s health, history and environment. Be wary of anyone who refuses or makes excuses.
Avoid Unsecured Payment Methods
Never use wire transfers, gift cards or cryptocurrency. These methods offer no protection. Use secure options like credit cards or PayPal that allow for fraud protection or chargebacks. If you use PayPal, always be sure to use their “Goods and Services” option and not the “Friends and Family” option.
Check for Red Flags
Watch out for:
- Poorly written or vague adverts
- Sellers pushing for a quick sale
- Refusal to provide documentation like vet records or proof of pedigree
If something feels off, it probably is.
Use Reputable Pet Adoption Websites
Stick to recognised sources such as Kennel Club-approved breeders or well-known animal welfare charities. These platforms follow strict checks and are much safer than classified ad sites or social media.
You might also consider rehoming a dog from a trusted rescue centre. Many wonderful dogs of all ages are looking for loving homes. Reputable shelters are transparent about an animal’s history and health, and they do not ask for payment upfront or through unsecured methods. It’s a safe, responsible and rewarding way to find a pet.
Some trusted UK rehoming charities include:
- Dogs Trust — The UK’s largest dog welfare charity, with centres across the country.
- RSPCA — Offers a searchable database of dogs available for rehoming locally.
- Blue Cross — Rehomes dogs and other pets, with support available before and after adoption.
- Battersea Dogs & Cats Home — One of the UK’s oldest and most respected rehoming charities.
Where to Report Puppy Scams
Reporting scams is an important step in protecting others and helping the authorities act. If you’ve encountered a suspicious listing or fallen victim to a scam, here’s where you can report it:
- Action Fraud – actionfraud.police.uk
- Trading Standards – Your local branch can investigate rogue sellers
- Citizens Advice – For legal advice on your consumer rights
- Pet Advertising Advisory Group (PAAG) – To report fake or misleading pet adverts
- Social media or Marketplace Platforms – Flag and report the listing directly
Knowing where to report puppy scams helps to protect others from being targeted in future.
What to Do If You’ve Been Scammed
If you have been caught out by a puppy scam:
1. Stop all communication with the scammer
2. Collect evidence – messages, payment records, listings and screenshots
3. Report the scam to Action Fraud and other relevant bodies
4. Contact your bank or payment provider to see if a refund or chargeback is possible
5. Tell CEL – if your bank refuses to help, we may be able to support you
6. Share your experience online to warn others
We know how distressing it is to be scammed, and you are not alone. At CEL Solicitors, we receive thousands of calls every week from people in the same situation. Visit our Scam & Fraud Recovery page to learn more about how we may be able to help you take legal action and fight for the compensation you deserve.
Protect Yourself with CEL Solicitors
Have you fallen victim to a puppy scam? We’re here to help. Our legal team has supported thousands of scam victims across the UK and can help you fight for compensation.
We work on a no-win, no-fee basis. You only pay if we succeed in recovering your money.
Contact CEL Solicitors today to speak to one of our experts. Call 0330 822 3758 or fill out our quick contact form. Together, we can take the next step toward recovery and justice.
