How do I spot a fake pet sale or puppy scam listing?
Fake pet listings show adorable photos and low prices but require upfront deposits before you have seen the animal in person — never pay for a pet you have not met.
Last reviewed: 10 June 2026
Explanation
Pet fraud surged during periods of increased demand for companion animals. Fraudsters create listings on classified sites and Facebook groups with photos of puppies or kittens that are either stock images, stolen from legitimate breeders, or AI-generated. They advertise below typical market prices to attract volume. Once you make contact, they collect a deposit to 'reserve' the animal.
After the deposit, complications emerge: the animal needs vaccinations, the transport company has a fee, a crate must be purchased. Each story generates a new payment request. The animal never arrives. In some cases the fraudster uses a real animal photographed and then re-listed repeatedly, collecting deposits from multiple victims simultaneously.
Verify the seller by asking for a video call showing the specific animal being sold alongside a live identifier — hold up a piece of paper with your name on it, or ask them to show a current newspaper. A genuine breeder will do this without hesitation. A fraudster will make excuses.
For registered breeders, verify Kennel Club registration in the UK or AKC papers in the US. Puppies should only be sold from 8 weeks of age, and a reputable breeder will invite you to visit before any payment is made. Any breeder who will not allow a visit is a major red flag.
Common red flags
- Seller refuses or cannot arrange an in-person viewing
- Photo reverse image search shows the same animal listed elsewhere or as a stock photo
- Price significantly below the typical market rate for the breed
- Requires a deposit by bank transfer before you have seen the animal
- Post-deposit requests for additional transport, vaccination, or crate fees
- Seller claims to be moving abroad or gives a sad backstory to pressure a quick purchase
What to do now
- Do not pay any deposit without meeting the animal in person
- Reverse image search all photos of the animal
- Ask for a live video call with identifying proof
- Report fake listings to the platform and to the RSPCA or ASPCA
- Report to Action Fraud (UK) or the FTC (US)
- If you paid a deposit, contact your bank immediately for possible recall
Frequently asked questions
What if the seller says they are a licensed breeder?
Ask for the Kennel Club or AKC registration number and verify it directly on those organisations' sites. A genuine number is a much stronger signal than a claim alone.
Is it safe to buy a pet through an online marketplace?
Platforms like Pets4Homes and Gumtree list legitimate sellers but cannot vet every listing. Always meet the animal in person. The same applies to social media group listings.
What is Lucy's Law?
Lucy's Law (UK, 2020) bans third-party pet sales of puppies and kittens under six months. Legitimate sellers must be the breeder or an approved rescue centre. Any third-party seller is operating illegally.