Bring a puppy home, safely.
Most UK puppy scams follow the same handful of patterns — a rushed deposit, photos that look a little too perfect, a seller who won’t let you visit. Here’s how to spot them, what to ask, and what to do if something feels wrong.
Always see the puppy with its mother, in the place it was raised, before you part with any money.One rule — if a seller refuses this, walk away. It is the single most reliable test in the UK puppy market.
Six patterns that show up again and again.
Almost every puppy scam we see in the UK is one of these, often two stitched together. None of them are subtle once you know the shape.
The deposit scam
Pressure to reserve a puppy with a deposit before you’ve met it or its mother. Often combined with a sense of urgency — “there’s another buyer coming tomorrow”. Once money is sent, the seller disappears or invents reasons to delay collection.
Stolen photos
Listings that reuse images from other adverts, breeder websites, or social media. The photos look professional or too polished for a home-bred litter. Reverse image search will often find the original source.
The unlicensed breeder
Anyone in England breeding three or more litters in a twelve-month period needs a council licence. Unlicensed high-volume breeders often operate from rented premises, rotate ads across platforms, and avoid giving a fixed address.
A price that doesn’t make sense
A breed that typically sells for £1,500–£2,500 listed at £400. Below-market pricing is the single strongest signal of a fraudulent listing — it works because buyers want to believe they’ve found a bargain.
Pressure to decide right now
Manufactured urgency: “last puppy in the litter”, “someone else is viewing this afternoon”, “deposit must be paid today”. Legitimate breeders want the right home for their dogs and are happy to give you time to think.
Bait and switch
The advertised breed, colour, or sex doesn’t match the animal you’re shown at collection. Sometimes the switch is subtle — a slightly different marking pattern — and relies on the buyer not questioning it in the moment.
From first message to bringing them home.
Four stages. At each one, the same handful of small checks. Together they catch almost every scam we see — without making anyone uncomfortable.
Before you enquire
- Check the price against the breed average on at least two platforms.
- Reverse image search the listing photos.
- Look for a council licence number if the seller has three or more litters.
- Read the honesty label — note what’s declared and what isn’t.
While you message
- Ask to see the mother with the litter on a video call.
- Ask where you’ll collect and confirm it’s the same address.
- Ask which vet the puppies are registered with.
- Be cautious if the seller pushes the conversation off-platform.
Before you visit
- Confirm the address matches the listing.
- Tell someone else where you’re going and when.
- Prepare your questions — health tests, worming, vaccination record.
- Bring a photo of the listing to compare at the visit.
At the visit
- See the puppy with its mother — not just in the same room, interacting.
- Check the puppies are in a clean, warm space that looks lived-in.
- Ask to see the vaccination record and microchip paperwork.
- Trust your instincts. If something feels wrong, it’s OK to leave.
Phrases that should give you pause.
None of these are proof of a scam on their own. Two together is worth a hard second look. Three should mean walking away.
“Just send a small deposit to reserve.”
Legitimate breeders rarely ask for money before a visit. A deposit request before you’ve seen the puppy is the most common entry point for fraud.
“We can deliver the puppy to you.”
Delivery removes the visit — and with it your chance to see the mother, the home, and the conditions the litter was raised in.
“I can’t do a video call, but I’ll send more photos.”
Photos can be stolen. A live video call with the puppy and mother is the simplest way to confirm the listing is real.
“The mother isn’t here right now.”
If the mother isn’t present, there’s no way to confirm the puppy’s lineage or the conditions it was raised in. Come back when she’s there.
“There’s another buyer coming this afternoon.”
Manufactured urgency is designed to short-circuit your judgement. Good breeders want the right home, not the fastest sale.
“Let’s take this off the platform.”
Moving to WhatsApp or direct transfer removes the audit trail and any protections the platform offers.
You think it might be a scam. Here’s what to do, in order.
Don’t send any more money, don’t engage further, and don’t be embarrassed — these schemes are professionally run and they catch careful people every day.
Action Fraud
- Stop sending money and contact your bank about a chargeback.
- Report the listing on Companimal.
- Save the evidence — screenshots, conversation, receipt.
- Notify local Trading Standards via Citizens Advice.
Most sellers on Companimal are doing this the right way.
This guide isn’t a warning about the platform — it’s a tool to make the few who aren’t, easier to spot. Every passive check we can run, we run. The rest is between you and the breeder.