Buying a pet is one of the most emotionally-driven purchases people make, which is exactly why fraudsters target it — using appealing photos of puppies or kittens that don't exist, or don't belong to the "seller", to collect deposits for animals that will never arrive.
Attractive photos, often taken from genuine breeder websites elsewhere, are used to advertise puppies or kittens at a competitive price. The "seller" is unable to meet in person, citing distance, and requests a deposit to "hold" the animal, sometimes followed by additional fees for "transport" or "insurance" before the pet ever arrives.
Always see the puppy or kitten in person, with its mother, before paying anything.
Reverse image search photos used in the listing to check they aren't copied from elsewhere.
Be suspicious of sellers who can't meet locally or insist on a courier delivery for a young animal, which reputable breeders generally avoid.
Check the seller is registered appropriately if selling multiple litters, as required by UK licensing rules for dog breeders.
If you've been scammed, report it to your bank and to Report Fraud at reportfraud.police.uk. Report the listing to the platform it appeared on.
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If buying from a registered breeding business, check their company status on the official register first.
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