Online Puppy Scams: The Warning Signs
Fake puppy sellers take a payment, then ask for more. What US scam reports show, the signs to look for, and what UK government guidance tells buyers.
Written by thecanineledger
A US consumer group’s 2025 update on puppy scams says that, unlike other online shopping scams, these “depend on the perpetrator being able to coerce the buyer into sending money several times, until they have lost hundreds or even thousands of dollars.” (Better Business Bureau, 2025 study update: puppy scams).
While most sellers are genuine, the scams follow a pattern that’s easy to spot once you know it. This page sets out what the reports show and the signs to look for.
1. How the scam works
The first payment. The buyer finds a puppy online and pays a deposit or the price.
Then the extra charges. The update quotes an investigator: scammers “prey on their victims with fantastical stories such as the puppy is stuck at the airport, maybe due to weather, the incorrect crate or documentation issues, and they need more money”.
No visit allowed. “If a potential owner asks to see the animal, they will receive many pictures, but the fake seller won’t ever allow them to visit in person or over video chat.”
Where it starts. “Over 50 percent of pet scams, according to BBB Scam Tracker, originate on a website found through a search engine or social media.”
2. What the reports show
Fewer reports, but still common. The group’s report counts were 2,899 in 2023 and 2,278 in 2024. “Reports to BBB Scam Tracker decreased by 21% in 2024.”
Typical losses. The median loss reported was USD 680 in 2024 and USD 600 in 2025 to the end of September. These are the update’s figures, read on 4 November 2026.
Most go unreported. “one study using Federal Trade Commission (FTC) data determined only 4.8% of victims of mass market fraud report it to BBB or a government entity.”
When. “December and January have brought in the highest amount of scam reports related to pet purchases”.
What it doesn’t show. These are reports made to one US organisation. They aren’t a count of all scams, and they aren’t peer-reviewed.
Our note: The data are from the US only.
3. Warning signs
- You can’t see the puppy in person or on a live video call.
- The seller asks for more money after the first payment, for shipping, crates, insurance or paperwork.
- The photos appear elsewhere online. The update suggests a reverse image search to check that the photos “haven’t been stolen from a legitimate seller.”
- The price is unusually low, or the seller pushes you to pay fast.
- Payment is by a method that’s hard to reverse.
Our note: The last two signs are ours. The update also says video calls may soon be faked, so a video call isn’t proof.
4. What UK government guidance says
Meet the puppy at home. “You should request to meet the kitten or puppy with its mother and any litter in its own home.” (Department for Environment, Food & Rural Affairs, Buying a cat or dog, updated 4 December 2025).
Check the licence. A responsible seller will “display their local authority animal activity licence number online if they are a dog breeder or pet seller – you can check this is legitimate with the local council”.
Where to report. The guidance says to contact your local Trading Standards with concerns about the health or welfare of animals advertised for sale.
Our note: The guidance doesn’t say which UK nations it covers, and licensing rules differ between them.
→ What Age to Bring a Puppy Home · → Puppy Farms and Pet-Store Puppies: What the Behaviour Studies Found
5. If you’ve been scammed
- Stop paying. Further charges are part of the scam.
- Contact your bank or payment provider straight away.
- Report it to the police or the national fraud reporting service where you live.
Our note: These steps are ours. Reporting services differ by country.
6. What we could not verify
| Commonly said | What we found |
|---|---|
| “80% of sponsored pet ads are fraudulent” | An old, unsourced estimate. The BBB’s 2017 study says “experts believe at least 80% of the sponsored advertising links that appear in an internet search for pets may be fraudulent” (Better Business Bureau, Puppy scams full study). It doesn’t name the experts or say how they measured it. |
| “Puppy scams are rising every year” | Not lately, in US reports. They fell 21% in 2024. |
| “A video call proves the seller is real” | Not for long, according to an investigator quoted in the update. |
| “Most victims report it” | No. One study found 4.8% of mass-market fraud victims report it. |
Sources
- Better Business Bureau. 2025 study update: puppy scams. bbb.org, read 4 November 2026. ⚠️ not peer-reviewed. Consumer group report based on scam reports to it
- Department for Environment, Food & Rural Affairs. Buying a cat or dog. GOV.UK, updated 4 December 2025. ⚠️ not peer-reviewed. Government guidance
Always confirm with your vet before acting on anything on this page.