80% of online pet ads may be fake says B.C. business bureau in holiday-scam warning

A cat and puppies are shown at a pet store in Montreal, Thursday, Aug. 8, 2019. THE CANADIAN PRESS/Graham Hughes

The Better Business Bureau is warning B.C. residents to be cautious about falling in love with a puppy for sale this holiday season — it may not be real.

The bureau says up to 80 per cent of online pet ads may be fake, as it places pet sales among its annual list of holiday-season scams.

Neesha Hothi, director of marketing and communications for the Better Business Bureau, said scammers often impersonate breeders to get buyers “emotionally tied” to a puppy.

But the puppy may not even exist, so Hothi said it’s important to see a pet in person before paying anything.

“They’re setting up websites, or they’re using stolen photos from other people, and their intention is to steal your credit card information to either use or sell it at a later time, or they’re getting you to make a payment and ask you for money, and then disappear,” said Hothi.

Hothi said she recommends people do a reverse image search to check if a puppy photo has been used elsewhere or if it was created by artificial intelligence.

If a seller is unable to meet in person, “do a video call with the pet and the breeder,” Hothi said.

She said that getting a puppy from a local animal shelter or a reputable local breeder is always a better option than buying online from a seller who requires shipping fees.

Cindy Archer, a volunteer with Black Dog Rescue Society of BC, said online dog scams are common, and she had heard upsetting stories from people who sent money to buy a dog, but heard nothing back.

The volunteer-run not-for-profit society saves dogs from shelters. Archer said the organization values transparency.

“If you look at our page, you can see the dog, and we have everything: a general story about the dog, and we have a policy that on any dog that we put up for adoption, you have to apply to us,” said Archer.

Archer said it’s important to ask the right questions, including asking to see veterinary records if possible.

“I’ve had three people who have gotten scammed in the previous years, and they were taken advantage of because they didn’t ask the right questions,” said Archer.

She said her organization doesn’t support giving dogs or puppies as Christmas presents. Some end up in shelters in January and February, she said.

“It’s in the pet store or wherever they get it from a breeder, and it’s cute. It’s five pounds, and in April, the dog is 60 pounds,” said Archie, noting that it’s important to do research on a dog’s breed before getting it.

Other frauds on the bureau’s list include misleading social media ads, fake charities and advent calendar scams, where promoted providers may be pretending to be the real thing or selling products that are “low-quality knock-offs.”

Scammers also take advantage of the spirit of holiday giving by setting up fake charities or pretending to be legitimate charities, said Hothi.

The bureau also cautions about fake postings of temporary holiday jobs that ask for upfront fees and “secret sisters” gift exchanges promoted on social media that trick people into buying and shipping gifts or money to unknown individuals.

Hothi said these online social media gift exchanges might make it seem like a nice idea to exchange presents with strangers.

“These are actually illegal pyramid schemes … you just basically shouldn’t be sending anything, whether it be gifts or money, to strangers,” said Hothi.

The Better Business Bureau said scammers often exploit the “excitement and urgency” of the holiday season, and people should research the seller in any potential transaction as well as read all reviews before buying goods or donating money.

If something sounds too good to be true, it probably is, said Hothi.

“I think, from a protecting yourself standpoint, always do your research, always do your due diligence,” said Hothi, noting that it’s important to double-check the website, the email address, and the ad to ensure that it’s sent from a legitimate source.

Scammers and fraudsters often use urgency as a way to “emotionally manipulate” people to make a payment quickly, saying things like “the sale can expire” and “you must do it now,” said Hothi.

But Hothi warned that unsolicited links, wire transfers, gift cards, and third-party payments are all red flags.

This report by None Shen, The Canadian Press, was first published Dec. 3, 2025.