I’ve been trawling through the latest fraud reports and, honestly, they pong worse than a wet Labrador who’s found a fox poo buffet. Online pet scams are still rinsing Brits out of millions. Perfectly sensible, rational people are being duped by glossy Instagram grids, angelic puppy photos and the promise of “your dream dog”.
Let’s pull back the curtain on what’s happening, why these scams are exploding and how to avoid being the next one getting fleeced.
Pickles’ Aside: If a puppy photo looks too cute to be true, it probably is. Except me. I’m naturally magnificent.
Let’s break down what’s going on, why these scams are booming, and how to avoid being the next victim.
The Scale of the Problem
Since 2019, more than £7.2 million has vanished into the pockets of fake breeders, bogus rescues and puppy listings where the only thing real is the scammer’s Wi-Fi connection. Every time a trendy breed spikes, scammers pop up like mushrooms after rain.
Demand and emotion together are basically a scammers’ cheat code.
Why These Scams Work So Well
1. Demand Outstrips Ethical Supply
When the UK suddenly decides every household needs a dachshund, Frenchie or cockapoo, legitimate breeders simply can’t keep up. Scammers swoop in with their favourite line:
“Only one pup left, deposit today.”
That’s the moment the trap snaps shut.
2. Social Media Makes It Child’s Play
A neat little Instagram grid, a handful of stolen puppy snaps and a cutesy bio about “raising pups in our family home” is all it takes. Some even throw in fake testimonials for extra seasoning.
3. Buyers Don’t Know What They’re Supposed to Check
A real breeder has ID, a verifiable address, vet papers, microchip info and the mother visible with the pups.
Scammers? They offer nothing but dodgy excuses:
“Mum’s resting.”
“We don’t do home visits.”
“The vet misplaced the documents.”
Each one should set off alarm bells loud enough to wake the neighbours.
4. Emotions Hijack Common Sense
Once someone bonds with a photo, reasoning leaves the building. Scammers bank on it.
Breeds Most Targeted
Scammers track trends with military precision. Popular targets:
- Dachshunds
- French Bulldogs
- Cockapoos
- Miniature poodles
- Anything labelled a “rare colour”
If it’s unusually cheap or magically available when every reputable breeder is full, something’s fishy.
How the Scam Usually Plays Out
Different scammers, identical script:
- Tempting puppy photos appear online.
- Seller responds instantly, warm as a cup of tea on a cold day.
- They ask for a deposit — usually £100 to £500.
- After payment, replies slow to a crawl.
- Then the page vanishes, along with your money and the imaginary puppy.
Some even squeeze extra cash with made-up “courier fees” or phantom vet bills.
Breeds Most Targeted
They follow trends like a heat-seeking missile:
- Dachshunds
- French Bulldogs
- Cockapoos
- Miniature poodles
- Anything advertised as a “rare colour”
If a pup is unusually cheap or suspiciously available, something’s off.
How to Protect Yourself
1. Never Pay Before You Meet the Puppy
A genuine breeder expects visits — in person or a live video where you see mum and pups together.
2. Ask for Proper Paperwork
ID, address, vet records, microchip details, health tests. No squirming, no excuses.
3. Reverse-Image Search the Photos
You’ll be amazed at how often scammers reuse the same “perfect litter” images.
4. Sense-Check the Price
If it’s far below or above the typical breed cost, question it.
5. Walk Away from Pressure
“Deposit today or it’s gone” is never how ethical breeders operate.
Why This Matters for Dog Welfare
Scams don’t just drain wallets they drive people towards unsafe, unregulated breeding. That leads to:
- Health issues
- Behavioural problems
- Early separation
- Poor socialisation
- Trauma for pups and families
The less demand scammers get, the more pressure falls back on ethical, welfare-led breeding.
Safe Ways to Find a Dog
- Reputable rescues
- Kennel Club Assured Breeders
- Breed-specific rescue organisations
- Local rescues with transparent practices
- Verified rehoming charities
A little scepticism goes a long way towards protecting you and protecting dogs. Check out our Best in Breed free guide, packed with the exact questions you should be asking, the red flags that tell you it’s time to put the phone down and walk away, and space to jot notes, whether you’re using your phone or printing it out.