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Buying a Pet Safely

Comprehensive guide to avoiding pet scams in the UK. Learn to spot deposit scams, stolen photos, fake breeders, and pressure tactics.

Key Safety Tips

Deposit scams

Never pay a deposit before visiting the puppy in person. Scammers often pressure buyers to pay upfront to 'reserve' a puppy that doesn't exist.

Stolen photos

Ask for a video call or additional photos with a specific item (e.g. a newspaper with today's date). Scammers often use images stolen from other listings.

Fake breeders

Check the seller's council licence number with your local authority. Legitimate breeders with 3+ litters per year must be licensed.

Too-good-to-be-true prices

If the price seems unusually low for the breed, be cautious. Research typical prices and question why a listing is significantly cheaper.

Pressure tactics

Be wary of sellers who pressure you to decide quickly, claim multiple buyers are interested, or refuse to let you visit the premises.

Always visit the puppy with its mother before paying any money.

Before You Enquire

  • Research typical prices for the breed you're interested in
  • Check if the seller has a council licence number (required for 3+ litters per year)
  • Look at the seller's listing history and how long they've been a member
  • Review the signal indicators on the listing for any notable results
  • Read the honesty label to understand what information is self-declared

During Your Conversations

  • Keep all communication on-platform so that patterns can be detected
  • Ask to see the puppy with its mother via video call before visiting
  • Request the breeder's council licence number and verify it with the local authority
  • Ask about health tests, vaccinations, and microchipping
  • Be cautious if the seller avoids answering direct questions

Before You Visit

  • Confirm the seller's address matches the postcode district on their listing
  • Tell a friend or family member where you're going
  • Check the seller's premises look suitable for breeding or rehoming
  • Plan to visit during daylight hours
  • Be prepared to walk away if anything feels wrong

At the Visit

  • Always see the puppy interacting with its mother
  • Check the environment is clean and the dogs appear healthy
  • Ask to see vaccination records and microchip documentation
  • Never pay in full before seeing the puppy in person
  • Consider paying by bank transfer (not cash) for a paper trail

Common Scam Patterns

  • Deposit scams: seller asks for payment upfront, then disappears or delivers a different/sick animal
  • Stolen photos: images taken from other listings or breed websites to advertise non-existent puppies
  • Fake breeders: no council licence, no verifiable premises, no history of breeding
  • Pressure tactics: 'another buyer is interested', 'price goes up tomorrow', 'deposit secures immediately'
  • Sob stories: 'must rehome urgently due to family emergency' to bypass your due diligence
  • Bait and switch: advertising a popular breed but delivering a different breed or crossbreed

If You Suspect a Scam

  • Report the listing using the report button on the listing page
  • Do not send any money
  • Contact Action Fraud (0300 123 2040) to report the scam
  • Report to your local Trading Standards office
  • If you've already paid, contact your bank immediately about a chargeback

If you suspect a scam, contact Action Fraud on 0300 123 2040 or report the listing directly.

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