Would you know if you were being Petfished? How to spot deceitful pet sellers

Most people know what “catfishing” is; building a fake online persona to trick someone into a relationship under false pretences. But would you know if you were being Petfished? Many do not realise this deceptive practice targets prospective pet buyers with false information about pets, especially puppies and kittens.

To “Petfish” is a dishonest sales tactic used by unscrupulous pet breeders and sellers to mislead animal lovers into purchasing pets under false pretences. These pets may have been mistreated, bred in poor conditions, or from operations that prioritise profit over animal welfare. Buyers often inadvertently support cruel breeding through these transactions.

Recognising Petfishing is crucial to protecting both pets and buyers in the UK. Pets4Homes partners with Defra in the government-backed Petfished campaign, raising awareness of these issues. This guide explores what Petfishing means, why it happens, and how to avoid falling victim to deceitful sellers.

What Does It Mean To Be “Petfished”?

Petfishing occurs when sellers deceive buyers regarding the pets’ origins, health, pedigree, or living conditions. For example, sellers might show puppies in a home setting while they were actually bred on commercial puppy farms. They may misrepresent the pet's breed quality or push buyers into quick purchases without adequate viewing or paperwork.

This tactic often involves false claims about bloodlines or rare colours to justify inflated prices. It exploits buyers’ emotions and urgency, with pushy sales approaches and requesting deposits before visiting a litter being common red flags.

Why Do Sellers Use Petfishing Tactics?

The core motive behind petfishing is profit maximisation. Responsible breeding is costly, involving health screening, vaccinations, socialisation, and time investment. Dishonest breeders avoid these costs, aiming for high turnover and quick sales at minimal expense.

Such unethical sellers often operate outside legal licensing requirements designed to ensure animal welfare, instead focussing solely on revenue regardless of the pets’ quality or health consequences for buyers.

Problems Arising From Buying Pets Via Petfishing

While buyers sometimes justify that buying a pet from such sources "rescues" the animal, in reality, it perpetuates demand for low-welfare breeding and selling practices. This encourages ongoing mistreatment of future animals in similar conditions.

Additionally, pets from these sources may suffer lifelong health issues, behavioural troubles, or genetic defects. Veterinary costs can be unexpectedly high, emotional stress considerable, and rehoming a compromised pet challenging.

Who Is The Person Behind The Pet?

The Petfished campaign urges prospective pet buyers to ask, “Who’s the person behind the pet?” before committing to a purchase. This helps identify whether a seller is a responsible breeder or an unscrupulous trader.

Importantly, since April 2020, Lucy’s Law bans third-party sales of puppies and kittens in England. Buyers must obtain pets directly from breeders or accredited rehoming centres, which helps reduce the petfishing risk.

How To Spot And Avoid Petfishing Tactics

• Carry out thorough research on the breeder or seller before any visits, including verifying their background and reputation.
• For puppies, choose those from licensed commercial breeders where licensing is verified as per UK Animal Activities Licensing regulations.
• A responsible breeder will ask questions about you as a prospective owner and be transparent about their breeding practices and the pet’s history.
• Be sceptical: scammers may sound pleasant and convincing but always look for factual evidence.
• Only buy directly from the breeder or reputable rehoming centre, such as those registered with the Association of Dogs and Cats Homes.
• Watch for pressure to buy immediately or requests for deposits before you see the litter – this is a major red flag.
• Beware breeders offering multiple breeds simultaneously or unusual combinations, which may indicate profiteering rather than genuine breeding expertise.

Learn more at how to avoid buying a puppy farmed puppy.

Refer to this official Petfished campaign list of red flags for detailed warning signs to protect yourself and your new pet.

What To Do If You Suspect Petfishing

• Stop any purchase process immediately if you feel pressured or suspicious about the seller.
• Contact the RSPCA Cruelty Hotline at 0300 1234 999 to report concerns about pet welfare or illegal breeding activities.
• Report suspicious adverts on platforms like Pets4Homes using their report function, and to the Pet Advertising Advisory Group.

Pets4Homes rigorously vets breeders advertising on its platform and takes allegations of deceit or poor welfare seriously, escalating concerns to authorities when needed.

Remember, staying vigilant, researching thoroughly, and only purchasing from reputable breeders or adoption centres helps ensure a happy, healthy future for your new pet and promotes responsible ownership across the UK pet market.