Britons lose millions to online pet scams

New data shows Britons have lost 7.2 million pounds to pet fraud since 2019, highlighting rising online deception.

Britons Lose Millions to Online Pet Scams

When Kate Margolis searched for a golden retriever online, she found a convincing site and a breeder who asked for a £500 deposit to secure a puppy. Days before collection, she was told the dog had died after eating plastic. The seller vanished, the site went offline, and her £500 disappeared. Action Fraud data confirms the scale of the risk: Brits have lost about £7.2 million to pet scams since 2019, with more than 14,000 reports in that period. Fraud bosses say criminals now use social media to lure buyers with polished websites and convincing calls.

Margolis later launched Petproov, a UK startup that offers risk verification using government-grade ID checks. She notes scammers now deploy AI generated photos and videos and even rent fake properties to look legitimate. Buyers are urged to verify breeders in person or via video call before paying deposits, and to avoid bank transfers to hold a pet. The case underlines a broader trend: a gap in verification that online marketplaces have yet to seal, even as technology raises the bar for deception.

The incident reveals a gap between consumer desire and consumer protection online. Online pet markets move fast, and a convincing story can overwhelm due diligence. Startups like Petproov show how tech can tilt the balance back toward verification, but trust remains a personal judgment call. Platforms, regulators, and buyers must share responsibility: platforms should flag high risk listings, buyers should demand live viewing or video verification, and regulators may need clearer guidelines for pet sales online. The story also raises questions about how much risk should be shouldered by individuals versus platforms and law enforcement.

Highlights

The lesson is simple: patience and verification beat impulse in today’s online marketplaces.