Puppy Scams Online: Red Flags and How to Protect Yourself

The search for a new puppy is meant to be joyful. Families picture wagging tails, playful paws, and the beginning of a bond that will last for years. But alongside the excitement, there's a growing risk many don’t expect: online puppy scams. 

In recent years, the Federal Trade Commission has reported thousands of complaints from families who paid for puppies that never arrived or turned out to be very different from what was promised. The ASPCA and American Kennel Club have issued repeated warnings about these schemes, noting how easily they exploit people’s emotions and trust. With the rise of online adoption platforms and social media listings, it’s become harder to separate reputable sellers from those running fraudulent operations. 

The good news is that most scams share predictable patterns. Once you know the red flags, it becomes much easier to protect yourself. This guide explains how puppy scams work, what warning signs to look for, and the steps you can take to make sure your adoption journey is safe and secure. 

Why Puppy Scams Are on the Rise 

The surge in puppy scams isn’t random; it’s tied closely to shifting consumer behavior and a market that scammers have learned to exploit. When the COVID-19 pandemic forced people indoors, demand for pets soared. Families sought companionship during lockdowns, and adoption agencies, shelters, and breeders experienced unprecedented interest. With traditional in-person visits restricted, many turned to the internet. Unfortunately, this move created the perfect opening for fraud. 

Reports from the ASPCA show that 2020 marked a sharp increase in online puppy scams, as countless families paid for dogs that never arrived. The Better Business Bureau (BBB) echoed the trend, noting that pet-related schemes accounted for more than one-third of all online purchase scams reported in 2021, with dogs making up the overwhelming majority. In fact, BBB records reveal that nearly 10,000 complaints were filed about fake puppy listings over the past several years. Since experts estimate that only a fraction of victims ever report these crimes, the true scale is likely much larger. 

According to BBB, “A Castro Valley, California, woman reported losing $1,350 during the summer of 2021 when she and her husband tried to buy a Samoyed puppy online. The woman told BBB Scam Tracker she signed a contract to purchase a puppy from a “breeder” who contacted her via email; she paid the “breeder” $1,350 via Zelle. She said she knew she had been scammed when the “shipping company” handling the puppy’s delivery contacted her and asked her to rent a temperature-regulated crate.” See the full article. 

The methods scammers use have grown more sophisticated, too. Many demand payment through untraceable channels such as gift cards, cryptocurrency, or instant-transfer apps, making it nearly impossible for victims to recover lost money. Others recycle stolen photos from real breeders and plaster them across dozens of sites or social media posts, giving the illusion of legitimacy. 

Put together, high demand, fewer safe in-person adoption options, and increasingly deceptive tactics, the conditions have made online puppy scams more prevalent than ever.  

Common Red Flags 

Most puppy scams share the same recognizable traits. Once you know what to look for, it becomes much easier to separate a reputable breeder from a fraudulent listing. 

One of the clearest red flags is price. Raising a healthy puppy involves veterinary care, proper nutrition, vaccinations, and responsible breeding practices - all of which come with significant costs. When a website advertises purebred or “designer” puppies at a fraction of the typical price, it’s usually a sign something is wrong. Scammers rely on the lure of cheap deals to draw in hopeful buyers quickly. 

Another common tactic is demanding payment through untraceable methods. Gift cards, peer-to-peer apps like Zelle or Venmo, and even cryptocurrency are frequently used because they leave victims with no protection and no way to recover their money. In contrast, legitimate breeders typically use secure, traceable payment options that safeguard both buyer and seller. 

According to the Animal Legal and Historical Center Website, “while not every internet-based sale is a puppy scam, there are some typical red flags that might alert those seeking to purchase a pet. These include some of the following: 

1. Very specific communication rules: if the seller prefers to handle all correspondence via email, it is worth pushing for a phone call or video conference. The most ideal situation would be to meet in person. 
2. “Weird” location: a vast number of these scams come from overseas. The overseas parties may explicitly state where they are located (popular technique employed by those parties looking to sell “an English bulldog from England) or may hide their location. Check to see where the website is posted from or use available Google software to see the domain address. 
3. Questionable payment requests: The seller requests that payments be done via unsecure wires or gift cards, rather than personal check or through official banking channels. 
4. Stock or stolen photos: photos of the dogs may be stolen from other websites or online. Google allows parties to copy and search most images posted online, which may provide a good verification process. 
5. “Great” price: a majority of these postings will create a too good to be true price point to lure in potential buyers who may be offput by high breeder costs. If the price is significantly lower, or the only costs to the purchaser is certain shipping or other costs listed below, it may be too good to be true.”  

See the full report here: https://www.animallaw.info/article/faq-internet-puppy-scams 

The photos used in scam listings often raise concerns as well. Many sites recycle stolen images from real breeders or rely on generic stock photos. Families may even find the exact same puppy picture spread across social media accounts. Responsible breeders, by comparison, provide original, updated photos and videos of the specific puppy being adopted. 

Health information is another area where scams tend to reveal themselves. Instead of clear veterinary records, vaccination schedules, and genetic screenings, fraudulent sellers rely on vague promises such as “fully vaccinated” or “papers included.” Serious breeders make health transparency a priority, offer detailed documentation, and answer questions about their care practices. 

Scam websites also tend to avoid discussing breeding standards. Legitimate programs are usually proud to explain their practices, from OFA certifications for parent dogs to early socialization and veterinary oversight. Fraudulent listings, however, often skip these details entirely, focusing instead on emotional language designed to sell quickly. 

Finally, reviews can be telling. Many scam sites feature glowing testimonials that are short, repetitive, or clearly fabricated. They often lack photos or meaningful details. Trustworthy breeders, on the other hand, highlight verified feedback from families, including pictures of the puppy at the time of adoption and follow-up updates showing the dog thriving in its new home. 

Learning to recognize these red flags is one of the most effective ways to protect yourself. If even one of these warning signs appears, it’s worth slowing down, asking more questions, and making sure the adoption process is legitimate before moving forward. 

How to Protect Yourself 

The most effective defense against online puppy scams is knowing what a legitimate adoption experience looks like. While fraudulent sellers rely on vague promises, borrowed images, and emotional appeals, reputable breeders and adoption programs provide clear, verifiable details. Learning how to recognize those details can make the difference between a safe adoption and a costly mistake. 

One of the strongest indicators of legitimacy is how the puppy’s earliest weeks are described. Scammers often use generic language - “raised with love” or “family-friendly environment” - without offering proof. Responsible breeders, by contrast, provide specifics about nutrition, veterinary oversight, developmental milestones, and early socialization. These transparent accounts of the first eight weeks of a puppy’s life give families confidence that proper care has been provided. 

Authentic photos and videos are another safeguard. Stolen or recycled images are a hallmark of scam operations, but genuine listings feature multiple, up-to-date pictures that highlight a puppy’s unique markings, coat patterns, and personality. Short videos showing the puppy moving, playing, or interacting with its environment offer even stronger assurance, since they are far more difficult to fake. 

Health records are equally important. Legitimate breeders include vaccination schedules, deworming histories, and veterinary inspection notes on each puppy’s profile. When these are missing, vague, or inconsistent, it’s often a sign that the puppy may not exist or that its health has not been prioritized. Families should always expect clear, detailed information as part of the process. 

Reviews also tell a revealing story. Fraudulent websites tend to feature repetitive testimonials with little context or evidence, while trustworthy breeders highlight feedback from real families. These reviews often include names, adoption timelines, and photographs of the puppy both at pickup and later in their new home, offering proof that successful adoptions have taken place. 

Responsible breeders also take extra steps to protect a puppy’s long-term health. Many conduct genetic screenings, pursue OFA certifications for parent dogs, and openly explain how these practices reduce the risk of hereditary conditions. Such transparency reflects a level of care that quick-turnaround sellers rarely demonstrate. 

Health guarantees provide another layer of protection. While scam sites may make vague promises or offer minimal coverage, reputable programs typically provide detailed, long-term guarantees. These documents outline responsibilities on both sides and reflect confidence in the quality of care given to the puppy from birth. 

Finally, support after adoption is one of the clearest distinctions between scammers and legitimate programs. Fraudulent sellers vanish as soon as money changes hands. Genuine breeders and adoption services, however, remain available to answer questions, check in with families, and offer guidance as puppies grow. That ongoing commitment signals a dedication to the lifelong well-being of the dog. 

What to Do If You’ve Been Scammed 

Even the most careful families can sometimes find themselves caught in an online puppy scam. The impact goes beyond money, it’s also deeply emotional, because the anticipation of welcoming a new puppy is so personal. If this happens, taking quick, deliberate steps can help protect your finances, support investigations, and prevent other families from facing the same loss. 

The first step is to gather every piece of evidence connected to the transaction. Save emails, text messages, payment confirmations, and screenshots of the original listing. Any photos or videos the seller provided should also be stored. These records become essential when reporting the scam and may help authorities identify repeat offenders. 

Next, contact your bank or credit card provider. While payments made through peer-to-peer apps like Zelle or Venmo are usually difficult to recover, credit card companies sometimes allow chargebacks if the report is filed quickly. Acting fast increases the chances of recovering funds. 

It’s also critical to file an official complaint. The Federal Trade Commission (FTC) and local police/sheriff's offices track patterns of fraudulent activity and use consumer reports to build cases against scammers. If the listing was posted online, notify the platform as well, whether it was a classified ad site, social media platform, or online marketplace. These reports can help get fraudulent listings removed before others are targeted. 

The Better Business Bureau (BBB) offers another avenue for reporting, and its database of consumer complaints can serve as a warning system for future buyers. Sharing your experience, even briefly, adds to the collective awareness and may save another family from experiencing the same disappointment. 

While financial loss is frustrating, many families describe the emotional toll as even greater. It’s important to remember that falling victim to a scam is not a sign of carelessness. These schemes are carefully designed to exploit trust and emotions, deceiving even the most cautious buyers. 

Questions to Ask Before You Commit 

One of the best ways to protect yourself from a puppy scam is to ask the right questions before making any commitment. Responsible breeders welcome curiosity and provide clear, detailed answers. Scammers, by contrast, often avoid specifics, change the subject, or fall back on vague promises. The difference in responses can be telling. 

Veterinary care is an essential starting point. Ask for recent veterinary inspection reports, including vaccination records and deworming schedules. Legitimate breeders expect these requests and have the paperwork ready to share. When a seller hesitates, makes excuses, or fails to provide clear documentation, it’s often a sign that something is wrong. 

Health certifications for parent dogs are another critical indicator. Responsible programs conduct genetic testing and secure OFA certifications to reduce the risk of hereditary conditions being passed down. They are usually transparent about these safeguards and can explain them in detail. Fraudulent sellers rarely mention such measures, and if asked, they often have no meaningful answer. 

A health guarantee should also be part of the conversation. While many websites offer short coverage periods, perhaps a year or two, reputable breeders provide longer, more comprehensive guarantees. These documents should outline exactly what is covered, how long the coverage lasts, and what kind of support families can expect if concerns arise. A strong guarantee reflects confidence in the care provided during the puppy’s earliest stages. 

The timeline of care is equally important. Puppies should remain with their mother and littermates for at least eight weeks, as this period is vital for both physical development and socialization. Any seller who pressures you to take a puppy earlier is signaling questionable practices and should be avoided. 

Finally, ask about support after adoption. Reputable breeders remain accessible to offer guidance, follow-up calls, or resources for families adjusting to life with their new puppy. They may also encourage in-person visits or provide photos and details about the puppy’s parents. Scammers typically resist these requests, preferring to keep interactions limited and transactional. 

Final Advice 

The decision to adopt a puppy should never be rushed. Scammers thrive on urgency, using emotional pressure to push families into quick commitments. The strongest protection is patience, taking time to confirm details, verify records, and move forward only when every step feels secure.

Responsible breeders and adoption programs stand apart because they offer transparency. Veterinary documentation, health guarantees, and open communication demonstrate care that no staged photo or scripted message can replace. These safeguards are what ensure a safe and trustworthy adoption experience.

At Premier Pups, we follow these best practices every day. From detailed health records and certified breeder standards to long-term guarantees and ongoing support, our goal is to give families the confidence that their new puppy is coming from a place of genuine responsibility and care.

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