'I was puppy scammed and left heartbroken - now I'm helping stop the fraudsters'

Dog lovers are being urged to stay alert to avoid falling into a costly, and heart-breaking, trap. Whether you're thinking about bringing home your very first pet or adding a companion for your current furry pal, there are important warning signs you should be aware of.

Summer is a popular time for families to welcome a new furry friend thanks to the warmer weather and school holidays. Because of this, it’s often seen as the perfect moment to help a pup settle in.

But while you're dreaming of playful pups, family fun and sunny strolls, scammers are on the lookout. With demand for puppies at a seasonal high, fraudsters are seizing the opportunity and experts say it’s the ideal scenario for scams.

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Kate Margolis, pet fraud expert and co‑founder of Petproov, who help people avoid the heart-break of scams, knows this feeling all too well. “I handed over a £500 deposit for a gorgeous Golden Retriever pup I’d seen online,” says Kate.

“The seller then told me it had ‘eaten plastic and died’ and they disappeared. I was left with no puppy, no refund, and a huge hole in my heart.”

Kate soon realised she wasn’t alone and sadly, her experience is shared by many. Every day, scammers create fake puppy listings using stolen photos, made-up sob stories and use high-pressure tactics to convince people to hand over their money.

Hoping to spare others the heartbreak she went through, Kate is now sharing five key red flags every family should watch for before paying a deposit. And if you spot anything suspicious, make sure to report it.

1. “Ready to go today"

Scammers thrive on creating a sense of urgency and will say things like “only one left,” “getting loads of interest,” or “first come, first served” to rush you into making a payment without thinking it through. A trustworthy breeder will never pressure you like that.

2. Recognise that pup?

If the puppy photo looks flawless, that’s a red flag. Scammers often steal images from Google, Instagram and real breeder websites. Doing a quick reverse image search could save you a lot of money and if you spot the same photo in several listings, it’s a scam.

3. Video calls can fool you

A live video might seem convincing, but scammers are getting more sophisticated. Some use pre-recorded footage, or even AI, to fake a wagging tail on screen. To be safe, always arrange an in-person visit before making any payments.

4. Ask for ID and verify it

Would you buy a car from someone without a name, address or any paperwork? Probably not. Reputable breeders should have no problem sharing ID, vet documents and microchip details and if they do, walk away.

5. Don't bank transfer strangers

Once your money's sent, there’s often no getting it back. Avoid sending bank transfers to people you haven’t met in person. Stick to secure payment methods and if anything feels suspicious, trust your instincts and walk away.