Online Pet Scams Cost Brits Millions: Thousands Tricked by Fake Pug Ads
Action Fraud has blasted fraudsters exploiting animal lovers with bogus pet ads and fake pet accessories, raking in a staggering £3.1 million from unsuspecting buyers between 2012 and 2018. That’s over £40k lost every month to heartless scammers selling pets that don’t exist.
How the Scam Works: Fake Pets, Fake Promises
Con artists post pet adverts—often for popular breeds like pugs—at suspiciously low prices on online marketplaces. They demand full payment or deposits via bank transfer upfront, then spin tales about the pet being too far away for viewings. Victims are pressured to pay extra for “travel insurance,” documentation, or special cages, with promises of refunds once the pet arrives. Then, silence. Victims lose their cash and get no pet.
Who’s Falling for It? And What Are They Losing?
- 5,066 fraud reports made to Action Fraud over six years
- Victims lost a combined £3,129,273
- 61% of victims are women
- 22% aged 20–29
- 31% say the fraud severely harmed their health and finances
- Favourite scam targets: pugs, with 224 reports and losses over £76,000
- Horse trailers and equine accessories scams cost victims over £1.1 million
Experts Warn: Don’t Get ‘Pugged Off’ by Online Scammers
Pauline Smith, Director of Action Fraud, said: “Fraudsters prey on people wanting pets, often to bring joy to their family. The heartbreak and financial damage can be huge when the promise of a furry friend is a lie.”
Gumtree, a popular marketplace, says it’s cracking down. Their spokesperson explained: “We’ve put up a paywall in our Pets category and follow strict industry standards to protect animal welfare. Our dedicated safety team works hard, but buyers should report suspicious ads.”
Dogs Trust Veterinary Director Paula Boyden added: “Online pet ads are flooded with fakes. Sellers use cute photos and fake info to trap buyers. Always see the pet multiple times in its home and meet the mother and littermates before buying.”
Stay Safe! Top Tips to Avoid Getting Scammed
- Be sceptical of prices that seem too good to be true—we’re looking at you, bargain pugs!
- Never pay by bank transfer—use credit cards or PayPal for better protection.
- Ask for clear videos or photos and proof of where the pet lives.
- Only buy where you can meet the puppy’s mother and littermates in person.
- Use the marketplace’s report tools to flag dodgy adverts.
- Do your homework—research sellers and ask friends for recommendations.
If you suspect you’ve been conned, don’t suffer in silence. Report it immediately to Action Fraud online or call 0300 123 2040.
