The red flags you should be aware of when choosing a puppy

While you’re picturing waggy tails, beach walks, and happy kids in the garden, heartless scammers are rubbing their hands together. Kate Margolis, pet fraud expert and co-founder of Petproov.com, knows the heartbreak first hand…

“I handed over a £500 deposit for a gorgeous Golden Retriever pup I’d seen online,” says Kate. “The seller then told me it had ‘eaten plastic and died’ and they disappeared. I was left with no puppy, no refund, and a huge hole in my heart.”

Kate soon discovered that her story is far from unusual. Every day, scammers are creating fake listings with stolen puppy photos, inventing heart tugging backstories, and using every trick in the book to get unsuspecting buyers to part with their cash quickly. Now, she’s sharing five red flags that every family should know before sending a deposit.

“READY TO GO TODAY”

Scammers love urgency. They’ll use phrases like “Last one left”, “Lots of interest”, and “First come, first served” to push you into paying before you’ve had time to think. A genuine breeder will never pressure you like this.

Recognise that pup?

If the puppy picture looks too perfect, it probably is. Many fraudsters swipe photos from Google, Instagram or even genuine breeder sites. A quick reverse image search can save you hundreds - if the same pup appears in multiple adverts, it’s a scam.

Video calls can fool you

A live video might feel like proof, but scammers are getting smarter. Some now use pre-recorded clips or even AI to fake a wagging tail on screen. Always insist on an in person visit before handing over money.

Ask for ID and verify it

Would you buy a car from someone with no name, address or paperwork? Of course not. Legit breeders are happy to provide ID, vet records, and proof of microchipping.

Don’t bank transfer strangers

Once your money’s gone, it’s gone. Avoid paying anyone you’ve never met via bank transfer. Use secure payment methods, and if something feels off, walk away.