🐶 Puppy Scams UK — How to Avoid Fake Breeders

Sunday, 02 August 2026

Puppy scams are among the most common and cruelest frauds in the UK. Families pay deposits or full payment for a puppy that doesn't exist — often after weeks of emotional messages, fake videos, and "updates" from a seller who vanishes the moment payment lands.

Every year thousands of UK families lose money this way. Here's how the scam works, how to spot a fake breeder, and how to buy safely.

How the scam works

  1. The advert. A puppy is listed on Facebook Marketplace, Gumtree, Pets4Homes, Instagram or a "breeder" website — adorable photos, reasonable price, often a popular breed (French bulldog, cockapoo, dachshund).
  2. The chat. The seller is warm, sends extra photos and videos, answers questions — building trust.
  3. The fee. They ask for a deposit to reserve the puppy — often £100–£300 — or full payment if you're "lucky to get it".
  4. The extras. More fees appear: "shipping", "vaccination", "insurance", "travel crate". Often they demand payment by bank transfer or gift card.
  5. The vanish. Once you've paid, the seller disappears — or the puppy never arrives and they blame a courier and ask for more.

⚠️ The cruel truth: in most puppy scams, no puppy ever existed. The photos are stolen from real breeders or social media.

Red flags on an advert

  • Price too low for the breed — a real French bulldog puppy isn't cheap
  • No video calls — the seller refuses to video call so you can see the puppy live
  • Deposit required to "hold" the puppy
  • Payment by bank transfer or gift cards only
  • "Viewing not possible" — "the puppy is with a friend", "we're abroad", "courier will deliver"
  • Stolen photos — do a reverse image search on the photos
  • No Kennel Club / breeder registration for pedigree breeds
  • Pressure — "other people are interested, pay now"

The payment rules

Payment method Safe?
Bank transfer deposit ❌ Never — the #1 puppy scam method
Gift cards / vouchers ❌ Never — untraceable
Crypto ❌ Never
Cash on viewing ✅ Only after meeting the puppy in person
Card payment at a reputable breeder ✅ Acceptable with a proper receipt

Never pay a deposit for a puppy you haven't met. Reputable breeders don't need deposits to "hold" a puppy from a genuine buyer — and they'll always let you visit first.

How to buy a puppy safely

  1. Visit the puppy in person — at the breeder's home, with the mother present. If they won't allow it, walk away
  2. See the puppy with its mum — a real breeder has the mother on site
  3. Video call first — ask to see the puppy live, moving around
  4. Reverse-image search the photos before you message the seller
  5. Check the breeder — Kennel Club Assured Breeders, vet recommendations, local reputation
  6. Pay by card with a proper receipt, or cash on collection — never a deposit to a stranger
  7. Meet at the breeder's home — never "meet in a car park" or "courier delivery"

What to do if you've been scammed

  1. Call your bank's fraud line immediately — bank transfer deposits may be recoverable under APP fraud rules. See how to get your money back after a scam
  2. Report to Action Fraud — 0300 123 2040 or actionfraud.police.uk
  3. Get a crime reference number — see our guide
  4. Report the advert to the platform (Facebook, Gumtree, Pets4Homes)
  5. Warn others — the same scammer re-lists with new accounts

Report it

  • Action Fraud: 0300 123 2040 / actionfraud.police.uk
  • RSPCA / local council — if you suspect a real animal welfare issue behind the listing
  • The platform — report the seller and listing

Related guides

CyberAware UK — helping families report crime, recover from scams, and stay safe online.