What is petfishing and how to recognise the warning signs

Most people have heard of catfishing, where someone builds a fake online profile to draw another person into a relationship under false pretences. Petfishing is the same idea applied to selling pets. A seller creates a misleading advert to lure buyers into buying a puppy or kitten that is not what it seems.

What petfishing means

Petfishing sellers mislead buyers about where an animal came from and how it was raised. Common examples include:

• showing a photo of a litter with their mother, when the puppies or kittens were actually bred somewhere else, often in poor conditions
• lying about an animal's health, age or parentage
• claiming an animal is a rare breed, colour or "premium" quality to justify a high price
• selling animals that can't be registered as pedigree, while implying they can

Many of these animals come from puppy farms or other large-scale breeders where welfare is poor. Some go on to have serious health problems.

Why sellers do it

For these sellers, it is about profit. Breeding animals may be bred repeatedly, and puppies and kittens are sold quickly at high prices with little thought for their welfare or for the buyer.

It can be tempting to buy an animal you feel sorry for, to "rescue" it. Unfortunately, this keeps the seller in business and creates demand for more animals. It can also leave you with large vet bills and heartbreak. If something feels wrong, walk away and report the seller.

The law on where to buy

In England and Wales, Lucy's Law means puppies and kittens must be bought directly from the breeder, not a pet shop or third-party dealer. Always see the puppy or kitten with their mother where they were born. Scotland and Northern Ireland have their own rules, so check the guidance where you live.

Some breeders need a dog breeding licence from their local council. Ask whether the breeder holds one, if they need one, and check the licence number with the council.

Warning signs of petfishing

• The seller is pushy and wants you to decide or pay quickly.
• You are asked for a deposit before you have seen the puppy or kitten.
• The seller won't let you visit the place where the animal was born, or wants to meet somewhere else.
• You can't see the mother, or she doesn't seem to be the mother.
• The seller advertises many different breeds. Most reputable breeders focus on one or a few.
• The seller doesn't ask you any questions about your home or experience.

How to buy safely

1. Research the breeder first. Find out about their background before you arrange a visit.
2. Check licences and schemes. Ask whether the breeder holds a dog breeding licence from their local council, if they need one, and check the licence number with the council. You can also ask whether they belong to a recognised breeder scheme, such as the Kennel Club's.
3. See the animal in person. Visit the puppy or kitten with their mother, where they were born.
4. Never pay a deposit or the full price before you have seen the pet in person.
5. Take your time. A responsible breeder will want to get to know you, and the animal's welfare will matter as much to them as it does to you.
6. Consider a rescue centre. If you would like to adopt, the Association of Dogs and Cats Homes (ADCH) lists member rescue centres.

How to report a suspicious seller

Report animal welfare concerns to the RSPCA in England and Wales, the Scottish SPCA in Scotland, or your local council in Northern Ireland. Report fraud to Action Fraud (England, Wales and Northern Ireland) or Police Scotland. You can also report suspicious online adverts to the Pet Advertising Advisory Group.

If you see a suspicious advert on MyPetzilla, please tell us through our contact page. We will review reported adverts and act on them where appropriate.

When you are ready to look for a pet, you can find a pet or read more pet advice before you decide.