Spot the signs. Stamp out scams.
50% of scams start on social media
Thousands of pets suffer each year due to fraudulent sales. You can help.
Pet fraud isn’t just a financial scam — it’s an animal welfare crisis. Unethical breeders and scammers are profiting from the sale of sick or non-existent pets, causing widespread suffering. Join us in the fight to protect animals and buyers alike.
How to spot a scam…
Details matter.
Scammers give vague pet descriptions. Legitimate sellers provide specifics on health, breed and background.
Check the photos.
Scammers often reuse stock photos or steal photos from other listings. Use reverse image search to verify them.
Too many pets.
Large numbers of pets for sale can indicate a puppy mill or fraudulent operation. Trusted breeders focus on quality care.
Overly keen buyers.
Buyers rushing the process without asking relevant questions are a red flag.
Meet the mother.
Reputable breeders will allow you to see how the young animals interact with their mother, which is a legal requirement in the UK. If they refuse, consider it another red flag.
Poor communication.
Watch for vague, impersonal responses — common in scams.
No neutral locations.
Genuine breeders will want you to see their facilities and breeding conditions. Insist on visiting their premises instead of meeting somewhere else.
Complicated terms.
If a buyer offers to "handle everything" or asks for refunds after overpaying, be cautious as this can be a scam tactic.
Check your paperwork.
Lack of complete paperwork can indicate a problem and reputable breeders should provide it. This is important for the health of the animal and to verify its origin.
Nature Watch, our launch partner
“It's crucial for prospective pet owners to remain vigilant. Fraudsters are constantly finding ways to exploit the public's love for animals…These scams not only cause financial loss but heartbreak for families and, most concerning of all, harm to the animals involved.”
Be part of the change.
Show your support for the #StopPetFraud campaign and help protect pets from scammers. By purchasing this tee, you’re not just wearing a shirt — you’re standing up for safer, more ethical pet transactions.
Victim of fraud?
If you suspect you've fallen victim to pet fraud, don't hesitate to reach out for help. Contact Action Fraud on 0300 123 2040 to report the incident. Or explore our selection of helpful resources below.
Resources:
Get clued up.
#StopPetFraud: Protect Yourself From Pet Scams
The #StopPetFraud campaign is a UK nationwide initiative aimed at educating and empowering pet lovers, buyers, breeders and adopters to take a stand against fraudulent pet transactions.
Why verification is a non-negotiable necessity
In a world where online transactions are the norm, trust has become an invisible currency. But how do you quantify trust, especially when it comes to something as precious as our pets? Trust is more than just a five letter word.
The dark underbelly of the pet industry
A case study: In a recent exposé by BBC, the harrowing ordeal of a family duped by an online puppy scam shines a stark light on the dark underbelly of the pet industry (source: BBC News).
Scammers can pressure you to make quick decisions. Verify those involved in your transaction with PetProov.
Our app uses a powerful risk score system, verifying breeders, buyers and adopters across multiple data points. This gives you the confidence to make informed decisions and avoid falling victim to fraudulent pet listings.
