Bringing home a new puppy should be one of life’s happiest moments but entering that internet search “puppies for sale” may not find you a real breeder. So how do you know if the person handing over your fluffy new companion isn’t who they claim to be? Sadly, many puppies in the UK are still being sold by puppy farmers pretending to be responsible home breeders.

These sellers go to great lengths to disguise the origins of their puppies — and unsuspecting buyers often don’t realise the truth until it’s too late. The result? Costly vet, behaviourist and trainer fees and potentially rehoming or euthanasia.

Let’s take a look at the warning signs, common tricks used by puppy farmers, and how you can protect yourself (and the pups!) from being part of this hidden cruelty.

Common Tricks Used by Puppy Farmers

Puppy farmers are professionals — at deception, that is. Here’s how they often trick well-meaning buyers into thinking they’re buying from a loving home.

1. “You Can’t Visit — But We Can Meet!”

If a seller insists on meeting you somewhere neutral — a motorway service station, a car park, or even delivering the puppy to your doorstep — alarm bells should ring. This is one of the biggest red flags. A genuine breeder will want you to see the home the puppy has grown up in. 

2. Fake or Untraceable Addresses

Some sellers will offer a home address, but if you try to check it, it’s either fake, doesn’t match, or is “conveniently” unavailable on the day of the visit. Sometimes they even use a friend’s or relative’s house just for the meeting — a tactic known as “puppy farming laundering”. Sometimes the purchaser drives around for ages unable to find the address (because it doesn't exist) and then the “breeder” obligingly says they will meet you somewhere else. They rely on prospective purchasers travelling a long way to see a puppy and the disappointment of not being able to find the breeder's address, thereby putting pressure on their decision to acquire. The British are especially apologetic and more likely to buy if the “breeder” has gone to a lot of trouble - such as driving out to meet you when “lost”!

3. No Videos of the Puppies Available

A reputable breeder will be happy (and usually proud) to show you videos of the pups playing with their littermates and mum in their home. Puppy farmers? Not so much. They avoid sharing footage because it would reveal the poor, overcrowded or dirty conditions the puppies were actually raised in.

No videos = serious red flag.

4. Meet the Mum? Sort of…

A healthy adult female dog might be shown off as the “mum,” but she could have no actual connection to the puppies. Watch closely: Does she show natural behaviour like nursing, grooming, or protecting her pups? Or does she look confused, uninterested, or even frightened? Does she even look like she has had a litter - the lack of drooping teats and swollen mammary glands is a huge give away.

A common ploy is to say the mother dog has gone out for a long walk so you can't see her. Well, they knew you were coming and they knew when you were coming, so why would the mother dog be on a walk when they knew you were coming? The answer is, either the mother dog looks in a bad way, has a terrible temperament, or just isn't living at that address because the puppies were not born there. Puppy farmers often separate the mother early so she comes into season a few weeks earlier and is, therefore, able to produce another litter sooner to increase their profits. 

Trust your instincts. A staged “mum” or no mum setup is a common trick. Walk away,

5. Lots of Litters or Breeds

A true home breeder will usually focus on one breed and have just one litter at a time — it’s a time-consuming labour of love! If someone is selling multiple litters or several breeds at once, especially using the same phone number or contact details online, it’s likely a commercial operation. Some home breeders may have more than one litter reared in the family home. I have known this and both litters were well prepared for their new lives and beautifully reared by a very knowledgable breeder. I saw videos of all the puppies together in the family home. So it is possible, but look a little closer. 

Check their history. Google the phone number. You may find they’ve been churning out puppies like a factory.

 How to Protect Yourself

It’s not all doom and gloom — there are excellent breeders out there. Here’s how you can spot them (and spot the frauds):

   •   Always visit the puppies where they were raised. Do not meet a breeder or see the puppy anywhere else. If a breeder asks you to, then this is almost certainly a fake breeder.

   •   Meet the mother with the litter. Watch for genuine interaction, including puppies feeding from her. Even though weaned the mother will usually allow a little feeding.

   •   Ask for videos of the puppies playing in their home from birth onwards.

   •   Request full paperwork — puppies should be health checked by a vet before you buy one. Ask for copies of the paperwork. If in doubt you can contact the vet to double check.