Puppy Scams 2025 Study Update

Found the perfect French bulldog online? BBB says it may not exist

What do French bulldogs, dachshunds, German shepherds all have in common? They are three dog breeds North Americans love to purchase and adopt. They are also the dog breeds most likely to be used in an online scam.

Since the beginning of 2022, December and January have brought in the highest amount of scam reports related to pet purchases, with hundreds more rolling in within the holiday months. Cases reported are likely a vast undercount, as one study using Federal Trade Commission (FTC) data determined only 4.8% of victims of mass market fraud report it to BBB or a government entity.

Pet scams are a notorious part of the world of scams. BBB reports about online shopping scams, under which pet scams fall, continue to be one of the most reported frauds. Buyers should be especially aware that pet scams, which unlike other online shopping scams, depend on the perpetrator being able to coerce the buyer into sending money several times, until they have lost hundreds or even thousands of dollars.

BBB has tips to help you avoid pet scams this holiday season.

BBB Tip: Be especially diligent if buying a popular dog breed

Pet scams, by the numbers

When attempting to buy or do research on finding a pet online, potential owners should be aware of the methods scammers use to hook their targets.

Since the Better Business Bureau® (BBB®) International Investigations Initiative first started tracking pet scams back in 2017, the scheme proved durable, adopting social media and new wrinkles. For the first time since BBB began tracking the issue, reports indicate the issue may be shrinking. But with the holidays approaching, that means many may consider purchasing animals as gifts, and consumers should be wary.

Reports to BBB Scam Tracker decreased by 21% in 2024. Based on previous years’ trends, 2025 appears to be on track for another slight decrease. Hidden within those numbers, however, is the holiday season.

Over 50 percent of pet scams, according to BBB Scam Tracker, originate on a website found through a search engine or social media. Buyers need to be especially aware of searches that turn up reputable looking sellers, as many advertisements online have been hijacked by fraud groups.

Petscams.com, a group dedicated to finding information and exposing scam websites, identified over 1,000 fake pet sellers last year. Parsing through those websites, the group found nearly one-third of them were using some form of search engine advertising. This means their fraudulent websites were more likely to appear at the top of a search for a topic like “French bulldog for sale” or “where to buy golden doodles online.”

On social media, dozens of websites on Facebook and Instagram show puppies, kittens, and all other types of animals for sale. While scammers have shifted a large percentage of their outreach toward social media over the last several years, the scam operates the same as those run through websites.

Once someone has stumbled upon a scam website or social media page, their risk of losing money begins to rise. Websites often look legitimate or are clones of actual pet sellers, helping scammers increase their aura of legitimacy. On social media, scammers use multiple profiles to leave fake, glowing reviews of their animals for sale.

Once a buyer reaches out, the perpetrators will often use a fake screening process to judge whether a buyer is a suitable owner to increase their appearance of legitimacy.

If a potential owner asks to see the animal, they will receive many pictures, but the fake seller won’t ever allow them to visit in person or over video chat. Instead, they promise to ship the animal as soon as the purchase is completed.

Once money changes hands, often through an online payment service like Zelle or Venmo, the trouble begins.

BBB Tip: Just because a website appears on the first page of search results, doesn’t mean it is safe.

Over 200 Scam Tracker reports named bulldogs and dachshund as the breed buyers were looking for before being scammed. Other popular breeds included chihuahuas, shepherds, pomeranians and golden doodles. Dogs were overwhelmingly the most cited animal in reports to BBB, though cats remain a popular lure as well. But those looking for any pet should be wary, as BBB received reports about hedgehogs, sugar gliders, lizards, birds and geckos.

Americans are uniquely at risk when it comes to pet scams. Petscams.com's research showed most advertisements were targeting people based in the United States.

Heather in Georgetown, Massachusetts told BBB she attempted to buy a boxer in September. After going back and forth, she and the seller agreed on the price. Once the first payment was made, however, the seller said there were additional charges before the dog could be shipped to them.

In most pet scams, BBB found scammers attempting to add extra charges, such as immunizations, temperature-controlled cages, or even taxes and fees from airlines. They are attempting to steal as much money as possible before their target discovers what is happening.

In Heather’s case, she sent $3,400 before realizing what had happened.

Overall, pet scam tactics remain largely the same since the 2017 study and 2022 update. Paul Brady, who runs petscams.com, said shifts in consumer buying habits and awareness campaigns like BBB’s have helped curb the number of people falling victim to pet scams.

Image: Screenshot of an identified puppy scam website (Source: Artists Against 419)

BBB Tip: Always see an animal in person, if possible

“Since COVID, people are buying fewer pets,” Brady told BBB. “There are other markets that you see the scammers moving into.”

To adapt to a growing awareness around online pet fraud, Brady said he has seen scammers integrating artificial intelligence into their ruses, though cases remain limited.

In one instance, a concerned buyer reached out to Brady about a possible scam. He asked the buyer to set up a video call with the scammer. He was surprised when they agreed, since the majority of fraudsters know a video call will reveal them to be someone other than who they claim to be.

The call began, and the scammer answered, but something seemed off. The voice was out of sync with the video. Brady asked the scammer to wave to the camera, and when they did, their hand had too many fingers, a telltale sign of AI.

While the ruse is not convincing now, Brady thinks video calls may soon be integrated into the scams.

“A couple years ago, I would say to people ‘Have a video call with the breeder, the mother and puppy,” Brady said. “That may be going away.”

While most pet scams follow the methods laid out, BBB warned in May that some scammers were contacting people who posted online about lost pets. The fraudsters in these cases either claimed to have found the lost animal and asked for payment for their return, or they claimed to offer “pet search” services.

One Scam Tracker report cited BBB’s warning against the scams: “…They contacted me about my missing pet and stated they could use a drone to find it, but in order for them to get started, they would ask for $200 payment for their services so that they could deploy people and services to get the search started. Once the money was sent, they stated that they would refund me if they didn’t find my pet for any reason… Once I started looking further into it, after I had a moment to settle, I saw a few ‘scam’ posts for this company…”

BBB Tip: Some sellers may use the marketing term “teacup" to make misleading promises about how a dog will remain smaller than normal for its breed. Watch out for these claims, however, as many of these animals are simply small at birth and will eventually grow to be full size.

Overseas scammers mean little money is recovered

In July, a Maryland man was sentenced to 30 months in federal prison, in connection to a widespread pet scam where he stole nearly $1 million from more than 10 victims. And in early 2024, the Illinois Attorney General charged a man for his role in a puppy scam.

Prosecutions like this are key to stopping fraud operators, but they are rare, because so many of the operations appear to be located outside of the United States.

BBB analyzed websites submitted through Scam Tracker reports, as well as others found on online forums. Through publicly available domain information, BBB found significant parts of the operations, at least the technical side, to be overseas. At least a dozen domains used the .za ending, which indicates a website based in South Africa.

For example, Artists Against 419, an online fraud fighting group, identified Paws Pride SA, a scam group was connected to at least nine other websites, all located in South Africa.

Another group, www.petsplace.co.za, identified hundreds more fake sites.

Brady said his group analyzed about 3,500 websites recently and found that 31% of the scammers appeared to be based in Cameroon, another 30% in South Africa and about 3% were in India. However, groups based in India were registering most of the domains used to scam potential buyers, indicating a changing trend in the fraud.

People in North America are not the only ones at risk. This issue extends to the citizens of South Africa as well, where scammers are not only targeting people overseas, but also those within the country. Some groups, like ScamPup, have emerged to help people sort out what’s and is not a scam.

Image: Scam website claiming to sell various types of cats (Source: Artists Against 419)

BBB Tip: Don’t buy from people across the country who claim they will ship your pet to you

Just because the scams are located overseas, does not mean they are easy to spot.

Tracy in Essex, Maryland told BBB she was attempting to buy a Siamese kitten online. Aware that many scams are based overseas, Tracy said she watched for written and spoken signs that might indicate the seller, who called himself “Daniel”, might not be who he claimed to be. She and her sister were both impressed, and they each put in an order for a kitten for $700.

About a month after, the additional bills started rolling in $250 for shipping. An option offered for an air-conditioned carrier for the flight. In all, the scammer asked her to send $4,500. During the process, Tracy realized she was being targeted, but she had already sent $1,900. She found at least five other associated sites, and the scammers continued to create new ones when old ones were taken down.

“I know the sites are easily taken down and renamed, but I’m determined to do anything I can to prevent others from falling prey,” she said.

BBB Tip: Don’t fall for ruses involving extra charges for kennels or customs charges

Image: Scam websites will sometimes offer hard to final animals as a lure (Source: Artists Against 419)

How can people protect themselves from pet scams?

While dealing with a pet scam can lead to significant losses, there are ways for consumers to avoid them.

Those looking to purchase a purebred animal should always insist upon an in-person visit. There is no substitute for the ability to ensure the animal you are purchasing actually exists. It allows a potential buyer to judge the legitimacy and ethics of the breeder as well. If an in-person visit is not possible, buyers are strongly encouraged to schedule a video call and be aware of the various ways video can be manipulated. If a scammer refuses, walk away.

Many scammers have moved their operations onto social media. Be aware of these sellers. While legitimate breeders also use social media pages like Facebook, you should be able to search for the images. Using an online service like Google’s Reverse Image Search, to make sure they don’t appear anywhere else online and haven’t been stolen from a legitimate seller.

BBB Tip: If you don’t care about whether your dog is a purebred, consider adopting from a reputable shelter

Those not interested in purebreds should be able to avoid the internet when buying an animal all together, opting to visit their local shelter instead.

Amanda LoCoco, research program manager for Humane World for Animals, told BBB that over 2.9 million dogs entered shelters in 2024.

“Many states are still experiencing a backlog of animals in need of loving homes due to a decrease in adoption since the pandemic,” she told BBB. “We encourage the public to look to shelters and rescues first when seeking a new pet—not only can you find the perfect fit this way, but you also make a lifesaving impact when you choose adoption.”

Scammers know people care about animals, LoCoco said, and anyone looking to pull on your emotions should be a red flag.

“Scammers tend to rope people in with convenience and enticing prices and then prey on their victims with fantastical stories such as the puppy is stuck at the airport, maybe due to weather, the incorrect crate or documentation issues, and they need more money to continue caring for the puppy before it can be delivered. People feel bad and are invested in the pet in the photo, so they continue sending money,” LoCoco told BBB.

Gerald in Coombs, British Columbia told BBB that, like many others, he ordered a puppy online. When it was time for the animal to be shipped to his home, the scammer claimed the dog had a lung disease, and Gerald would need to pay extra for treatment to ensure its safe passage to him. Despite already paying $250 for the dog and another $300 for a temperature-controlled crate, the scammer now said he needed to pay $900, and if the dog died, it would be Gerald’s fault because he didn’t pay.

“This is all your fault,” the scammer wrote. “We asked you to pay money for the crate ASAP.”

Luckily, Gerald realized the issue at hand and cut off contact.

BBB Tip: Don’t let scammers prey upon your emotions around a new pet

Pet scam red flags:

· Popular breeds are available for incredibly low prices.

· The seller refuses to meet in person or take a video call.

· Extra charges for cages, vaccinations and other shipping costs.

· The word “teacup” is used in an advertisement.

· High-pressure tactics are meant to make the buyer think the animal will be harmed.

BBB tips to avoid pet scams:

· See pets in person before paying any money.

· Set up a video call to view the animal.

· Conduct a reverse image search on photos attached to ads.

· Research the breed to determine the average market price.

· Check out a local animal shelter for pets to meet in person before adopting.

Where to report

· Better Business Bureau or BBB Scam Tracker

· Federal Trade Commission (FTC) or call 877-FTC-Help

· Canadian Anti-Fraud Centre or 1-888-495-8501

· Petscams.com - tracks complaints, catalogues puppy scammers and endeavors to get fraudulent pet sales websites taken down.

Visit BBB.org to check out a business or register a complaint, BBB Scam TrackerSM to report a scam and bbb.org/scamstudies for more on this and other scams.

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