Cute puppy ads on classified sites and social media can cost buyers hundreds or thousands of dollars when they are used in so-called "puppy scams." Over the past year authorities in multiple countries have warned about this fraud: scammers advertise puppies that do not exist, then request upfront payments from prospective buyers. The technique relies heavily on emotional appeal rather than just a low price, the Better Business Bureau (BBB) says.
How the scam typically works
- A listing begins with an appealing photo of a puppy. An interested buyer contacts the purported breeder, who supplies additional images and a convincing-sounding backstory to prove the animal is real.
- When the buyer asks for an in-person meeting or a live video showing the puppy, scammers often make excuses. They also frequently demand additional fees beyond the purchase price for shipping, insurance, vaccinations or unexpected veterinary care.
Examples and numbers
There are concrete cases from 2026. In Texas, between December 2025 and February 2026 more than 35 puppy-related scams were reported; victims’ combined losses exceeded $31,000 and the number of reports rose by 107 percent. Scammers advertised breeds such as French bulldogs, Yorkshire Terriers and dachshunds. In one case a victim lost $7,450 buying an allegedly real French bulldog.
A global and evolving problem
The issue is not isolated to a few incidents or locations — many fraudsters operate worldwide. Dogs are the most commonly used animals in these schemes, although scammers sometimes try other small pets as well. The tactics are becoming more sophisticated, with digital manipulation and artificial intelligence increasingly used to create or alter photos and videos.
Warnings from authorities
The U.S. Federal Trade Commission (FTC) warned in June 2026 that manipulated or AI-generated animal photos and videos may appear in scams. The BBB also described a case in which a seller agreed to a video call but the recording showed artifacts and errors indicative of AI use.
Red flags and precautions
Authorities and consumer groups list several warning signs of puppy scams:
- pressure to act quickly or urgency;
- requests for nonrefundable advance payments;
- refusal to meet in person or to show the animal live;
- insistence on payment methods that are hard to trace or recover;
- seller email addresses appearing on lists associated with suspicious messages;
- overly dramatic or cinematic-sounding stories about the puppy’s background.
Because a cute photo alone no longer proves anything, experts recommend transferring money only after verifying that both the seller and the animal are real — for example via an in-person meeting or verifiable references. Scammers count on people lowering their guard when faced with a puppy, so buyers should exercise caution.
Conclusion
Reports of online puppy scams have increased and reported losses can amount to thousands of dollars. The growing use of AI to fabricate or manipulate images and video raises the risk further. Consumer authorities advise verifying sellers and avoiding upfront payments until the animal’s existence and the seller’s legitimacy have been confirmed.
