UK Pet Scam & Fraud Statistics Report 2026: Losses, Tactics & How to Buy Safely Online
UK consumers lost at least £7.2 million to pet fraud between 2019 and 2024, across 14,300 reports to Action Fraud — an average of approximately £503 lost per victim (calculated from FOI data). Pet scams are now the second-largest category of purchase fraud in the UK by money lost, behind only vehicle scams. In Q1 2026 alone, Santander UK recorded nearly £160,000 stolen from its customers via pet scams — a more than five-fold increase from £29,735 in Q4 2025. Scammers primarily exploit online classifieds and social media, using fake listings, AI-generated images, and escalating payment demands to defraud buyers of popular breeds including Miniature Dachshunds, Cockapoos, and French Bulldogs.
- £7.2 million lost to pet fraud in the UK between 2019 and 2024 — from 14,300 reports to Action Fraud (now replaced by Report Fraud since December 2025)
- Average loss per pet fraud victim: approximately £503 (2019–2024 period — calculated from FOI data: £7.2m ÷ 14,300 reports)
- Pet scams are the second-largest purchase scam category in the UK by money lost in Q1 2026, behind vehicle scams only
- Santander UK recorded nearly £160,000 stolen via pet scams in Q1 2026 — a more than five-fold increase from £29,735 in Q4 2025
- 71% of UK scam victims do not report the crime — meaning actual pet fraud losses are substantially higher than reported figures
- 61% of pet fraud victims are female; 22% of victims are aged 20–29 (Action Fraud / NFIB historical report, 2012–2018 period)
- 31% of pet fraud victims said the experience had a significant impact on their health and financial wellbeing
- Miniature Dachshunds, Cockapoo puppies, French Bulldogs, and Pugs are the most commonly used breeds in fraudulent listings
- The majority of fraudulent pet adverts appear on classified platforms, online marketplaces, and social media — in that order
- Only 18% of all UK scam victims in 2024 recovered any of their money — the lowest rate in recent years
UK Pet Fraud Losses: 2019–2026 Overview
Pet fraud in the UK has been tracked by Action Fraud since at least 2012. The scale of the problem became fully visible through a Freedom of Information investigation by National World (July 2025), which obtained data from Action Fraud covering the five-year period 2019–2024. The data shows 14,300 reports and at least £7.2 million in confirmed losses — figures that represent only reported cases, with actual losses estimated to be significantly higher given that 71% of UK scam victims do not report crimes (Cifas/GASA State of Scams UK 2024).
The most recent banking data shows the problem accelerating sharply in 2026. Santander UK's fraud intelligence data — published in March 2026 — recorded nearly £160,000 stolen from its customers alone via pet scams in the first quarter of 2026. This single-bank figure for one quarter exceeds the average annual pet fraud loss recorded across all reporting channels in several prior years, indicating that either reporting has improved significantly, scam activity has surged, or both.
| Period | Reported Losses | Reports / Cases | Source |
|---|---|---|---|
| 2012–May 2018 | £3,129,273 | Not specified | Action Fraud / NFIB report |
| 2019–2024 (full period) | £7,200,000+ | 14,300 reports | FOI to Action Fraud via National World, July 2025 |
| Q4 2025 to Q1 2026 change | From £29,735 to £160,000 | More than five-fold increase (Santander customers only) | Santander UK fraud intelligence, March 2026 |
| Q1 2026 (all purchase scams) | £3,400,000+ | All Santander customers | Santander UK — pet scams ranked 2nd after vehicle scams |
Note: Figures from different sources use different methodologies and coverage. Action Fraud data covers all UK reporters; Santander data covers Santander UK customers only. Actual UK-wide losses in 2026 will be substantially higher than the Santander single-bank figure. The £7.2 million total (2019–2024) is a minimum floor based on reported cases only.
Most Targeted Pet Breeds in UK Fraud Listings
Scammers target breeds that combine high demand, high price, and strong emotional appeal — the same factors that drive legitimate classifieds activity. Action Fraud's historical report covering 2012–2018 identified Pugs as the most reported breed in fraudulent listings, with 224 reports and £76,451 in losses. More recent data from Santander UK (March 2026) identifies Miniature Dachshunds and Cockapoo puppies as the breeds most commonly used in current scam listings, reflecting their sustained popularity in UK pet classifieds since 2020.
| Breed / Animal Type | Evidence of Targeting | Typical Scam Price Used | Why Targeted |
|---|---|---|---|
| Miniature Dachshund | Named by Santander UK as top 2026 scam breed | £800–£2,000 | Very high demand, long waiting lists at legitimate breeders |
| Cockapoo | Named by Santander UK as top 2026 scam breed | £1,000–£2,500 | Most popular crossbreed in UK; buyers motivated to find available puppies quickly |
| French Bulldog | Consistently high-value; matches theft targeting | £1,500–£3,500 | Premium price point; high emotional desirability |
| Pug | Highest historical Action Fraud reports (224 cases 2012–2018) | £800–£1,500 | High volume of demand relative to legitimate supply |
| Golden Retriever | Anecdotal and verified victim reports | £1,000–£2,000 | Family breed; emotionally high-value purchase decision |
| Parrots / Exotic birds | Named in Santander 2026 data | £500–£5,000+ | High price, specialist market, harder to verify remotely |
| Cats (various breeds) | Named by Santander UK in 2026 data alongside dogs | Variable | Popular, emotional purchase; buyers often less experienced at verifying breeders |
| Fish (exotic / tropical) | Named in Santander 2026 data | £50–£500+ | Niche market; difficult to verify remotely; buyers often inexperienced |
| Horses | Action Fraud 2012–2018: £1,145,369 in losses from 368 cases | £3,000–£15,000+ | Highest average loss per victim (£3,112); remote viewing normalised |
Source: Action Fraud / NFIB report 2019; Santander UK fraud intelligence March 2026; National World FOI investigation July 2025; Get Safe Online.
How Pet Scams Work: The Main Tactics Used in the UK
Pet fraud in the UK follows a series of well-documented patterns. Action Fraud, Get Safe Online, and Santander UK all describe the same core playbook used by scammers, which has evolved since 2020 to incorporate AI-generated images and more sophisticated multi-stage payment demands.
| Tactic | How It Works | Red Flag |
|---|---|---|
| Fake listing with stolen or AI-generated images | Scammer creates a convincing advert using photos stolen from legitimate breeders or generated by AI. Listed at slightly below market price to attract quick interest. | Images appear on reverse image search on other sites or social accounts |
| Remote location excuse | Buyer is told the pet is located in a remote or faraway area — often another country — making an in-person visit impractical. Used to prevent any physical verification. | Seller actively discourages or refuses in-person viewing or video call showing the pet with its mother |
| Deposit demand via bank transfer | Buyer is asked to pay a deposit (typically £100–£500) to "reserve" the pet. Once paid, scammer disappears or escalates to further charges. | Bank transfer (faster payment) is requested rather than card payment or PayPal |
| Escalating additional charges | After initial deposit, buyer is told further payments are needed for vaccinations, insurance, travel crates, import documentation, or vet clearance. Each payment is promised to be refunded on delivery. | Requests for additional payments after deposit — legitimate sellers do not charge buyers for vaccinations or travel before collection |
| Fake tragedy story | When buyers become suspicious, scammer claims the pet has died or been injured, sometimes requesting further "compensation" payments. | Any story that delays collection while requesting more money |
| Social media bait-and-switch | Cute pet photos posted on Instagram, Facebook, or TikTok generate interest. Buyers direct-message the poster and are taken off-platform to complete the "sale." | Seller wants to communicate via WhatsApp or email rather than the original platform |
Source: Action Fraud / NFIB; Get Safe Online; Santander UK fraud guidance March 2026; National World investigation July 2025.
AI-generated images in pet listings: Since 2023, scammers have increasingly used AI image generation tools to create convincing photos of puppies and kittens that do not exist. These images are harder to detect via reverse image search than stolen photographs. Buyers should always request a live video call showing the animal, its mother, and the physical environment — AI cannot fake real-time video of a specific animal at a specific location.
Who Are the Victims? Demographics and Impact Data
Action Fraud's historical report on pet fraud (covering 2012–2018, published with the National Fraud Intelligence Bureau) provides the most detailed victim profile data publicly available for the UK. The demographic patterns identified in that period have been broadly consistent in subsequent reporting from Santander UK and Cifas.
| Demographic Factor | Data Point | Source |
|---|---|---|
| Gender of victims | 61% female | Action Fraud / NFIB report |
| Most affected age group | 20–29 years old (22% of all reports) | Action Fraud / NFIB report |
| Most vulnerable age group (2026) | 46 and over | Santander UK, March 2026 |
| Health and wellbeing impact | 31% said the fraud had a significant impact on health and financial wellbeing | Action Fraud / NFIB report |
| Average loss per victim (2019–2024) | ~£503 | Calculated from FOI data: £7.2m ÷ 14,300 reports |
| Average loss per victim (horses, 2012–2018) | £3,112 | Action Fraud — highest average loss of any pet category |
| UK scam victims who recover money (2024) | 18% — lowest in recent years | Cifas / GASA State of Scams UK 2024 |
| UK scam victims who do not report | 71% | Cifas / GASA State of Scams UK 2024 |
Source: Action Fraud / NFIB historical pet fraud report; Santander UK March 2026; Cifas / GASA State of Scams in the UK 2024. Note: Action Fraud age data (20–29 most affected) reflects the 2012–2018 period; Santander's 2026 data identifies 46+ as most targeted in their customer base, suggesting a possible demographic shift over time.
The discrepancy between the two age group findings — Action Fraud's historical 20–29 peak and Santander's 2026 46+ finding — likely reflects both a genuine demographic shift and a difference in methodology. Older buyers may now be more active in online pet markets than they were pre-pandemic, or may be less familiar with red flags in online listings. Both groups warrant targeted awareness campaigns.
Where Are Pet Fraud Victims Most Concentrated? UK Regional Data
The National World FOI investigation (July 2025) obtained regional breakdowns of both the number of pet fraud cases and total money lost by police force area for 2019–2024. While the full ranked table of all 20 forces was published by National World, the data confirms that metropolitan and densely populated areas account for the highest absolute volumes of reported pet fraud, consistent with the broader distribution of online classified activity.
| Finding | Detail |
|---|---|
| Total reports nationally (2019–2024) | 14,300 to Action Fraud |
| Total confirmed losses (2019–2024) | £7,200,000+ |
| Highest-loss regions | Metropolitan / densely populated police force areas — consistent with classifieds activity distribution |
| Data source | FOI request to Action Fraud; full top-20 ranked table published by National World, July 2025 |
| Reporting gap | 71% of victims do not report — regional figures represent a floor, not the full picture |
Source: National World FOI investigation, July 2025. The complete top-20 ranked table by police force area (both by case volume and by money lost) is published at nationalworld.com.
Pet Fraud in Context: How It Compares to Other UK Scams
Pet fraud sits within the broader UK purchase scam landscape, which itself forms part of authorised push payment (APP) fraud — where victims are tricked into willingly transferring money. UK Finance's Annual Fraud Report data and Santander's Q1 2026 data together place pet scams in a clear position within the wider fraud picture.
| Scam Category | UK Losses Q1 2026 (Santander data) | Rank Among Purchase Scams |
|---|---|---|
| Vehicle scams | £3,400,000+ | 1st (largest) |
| Pet scams | ~£160,000 (Santander customers only) | 2nd |
| All other purchase scams | Remainder of £3.4m+ total | 3rd and below |
| UK Fraud Metric | Figure | Source |
|---|---|---|
| Total UK fraud losses 2023 | £1.17 billion | UK Finance Annual Fraud Report 2024 |
| Total UK scam losses (all types) 2024 | £11.4 billion | GASA / Cifas State of Scams UK 2024 |
| Average loss per UK scam victim 2024 | £1,443 | GASA / Cifas 2024 |
| APP fraud losses 2023 | ~£500 million | UK Finance 2024 |
| Pet fraud as % of total UK fraud | Less than 1% by value — but disproportionately high emotional impact | Derived from available data |
Source: UK Finance Annual Fraud Report 2024; GASA / Cifas State of Scams in the UK 2024; Santander UK March 2026.
How to Buy a Pet Safely Online: Verified Red Flags and Checklist
Action Fraud, Get Safe Online, the Kennel Club, and Santander UK all publish broadly consistent guidance for buyers. The checklist below is compiled from all four sources and covers the most evidence-based protective steps:
- Always view the animal in person before paying anything. See the pet with its mother in the environment where it was born. If the seller refuses, declines, or offers an excuse, treat this as a hard stop.
- If in-person viewing is not immediately possible, insist on a live video call. Request the seller to show the animal, its mother, and the physical space on a video call. AI cannot fake a specific live animal at a specific location in real time.
- Never pay by bank transfer (faster payment). Bank transfers are extremely difficult to recover once sent. Pay by credit card where possible — Section 75 of the Consumer Credit Act gives you chargeback rights. PayPal (Goods and Services, not Friends and Family) offers some dispute protection.
- Do not pay additional fees after your deposit. Legitimate breeders do not charge buyers separately for vaccinations, microchipping, travel crates, insurance, or import documentation. Any request for supplementary payments after an initial deposit is a primary scam indicator.
- Reverse image search all listing photos. Drag listing photos into Google Images or TinEye to check if they appear on other sites, breeders' pages, or previous listings. Stolen images are one of the most common components of fake pet adverts.
- Verify the breeder independently. Check Kennel Club Assured Breeder status for dogs; confirm the breeder's licence number with their local council (required in England under the Animal Welfare (Licensing of Activities Involving Animals) Regulations 2018 for anyone selling more than three litters per year).
- Be suspicious of below-market pricing. A price that is significantly lower than the market rate for a popular breed is almost always a lure. Cross-reference against current listings on legitimate classifieds platforms.
- Avoid sellers who insist on moving communication off-platform. Requests to continue conversations via WhatsApp, Telegram, or personal email — away from the original listing site — remove any platform-level fraud protections and records.
What to Do If You Have Been Scammed Buying a Pet in the UK
- Contact your bank immediately. Report the fraudulent transaction as soon as possible. Under the Payment Systems Regulator's mandatory reimbursement policy (introduced October 2024), banks are required to reimburse victims of APP fraud in most circumstances — though specific conditions apply.
- Report to Report Fraud (formerly Action Fraud). File a report at reportfraud.police.uk or by calling 0300 123 2040. Action Fraud was replaced by the Report Fraud service on 4 December 2025 — the phone number is unchanged. You will receive a crime reference number. Note: your bank may require this reference number to process an APP fraud reimbursement claim.
- Report to the platform where the listing appeared. Online classifieds, social media platforms, and marketplaces all have fraud reporting mechanisms. Reporting removes the listing and protects other potential victims.
- If you paid by credit card, contact your card provider. Raise a Section 75 claim (for purchases over £100) or a chargeback request. This applies even if payment was to a third-party payment processor.
- Report to Citizens Advice. Citizens Advice operates the consumer helpline (0808 223 1133) and can advise on next steps for recovery and escalation to the Financial Ombudsman Service if your bank disputes the reimbursement.
- Document everything. Save all screenshots of the listing, communications, payment receipts, and any contact details provided by the scammer. This evidence is required for police and bank investigations.
APP fraud mandatory reimbursement (from October 2024): The Payment Systems Regulator introduced a mandatory reimbursement scheme for APP fraud victims in October 2024. Under this scheme, banks and payment firms are required to reimburse victims of authorised push payment fraud up to £85,000 per claim in most cases. Pet scam victims who paid via bank transfer should explicitly reference APP fraud when contacting their bank.
Frequently Asked Questions: UK Pet Fraud
At least £7.2 million was lost across 14,300 reported cases between 2019 and 2024, according to a Freedom of Information request to Action Fraud (now replaced by Report Fraud since December 2025). In Q1 2026, Santander UK alone recorded nearly £160,000 stolen from its customers — a more than five-fold increase from £29,735 in Q4 2025. Actual losses are estimated to be significantly higher as 71% of scam victims do not report crimes.
In 2026, Miniature Dachshunds and Cockapoo puppies are the breeds most commonly named in fraudulent listings according to Santander UK's fraud data. Historically, Pugs had the highest volume of Action Fraud reports (224 cases between 2012 and 2018). French Bulldogs, Golden Retrievers, and exotic birds including parrots are also regularly used in scam listings. Horses carry the highest average loss per victim at £3,112.
The clearest indicators of a fraudulent listing are: the seller will not allow an in-person viewing or live video call; payment is requested by bank transfer only; the price is noticeably below market rate; additional charges are requested after the initial deposit; photos appear on reverse image search on other sites; and communication is pushed off-platform to WhatsApp or personal email. Any one of these alone is a serious warning sign; multiple indicators together mean you should not proceed.
If you paid by bank transfer, report immediately to your bank and cite APP (authorised push payment) fraud. Under the Payment Systems Regulator's mandatory reimbursement scheme (introduced October 2024), banks must reimburse APP fraud victims up to £85,000 in most cases. If your bank refuses, escalate to the Financial Ombudsman Service. If you paid by credit card, a Section 75 claim applies for purchases over £100. Overall, only 18% of UK scam victims in 2024 recovered their money — early reporting is critical.
Report to Report Fraud (formerly Action Fraud) at reportfraud.police.uk or call 0300 123 2040. Also report to your bank immediately, to the platform where the listing appeared, and to Citizens Advice (0808 223 1133) for advice on financial recovery. If you paid by credit card, contact your card provider to raise a chargeback or Section 75 claim.
Yes. Santander UK's data shows a more than five-fold increase in pet scam losses between Q4 2025 and Q1 2026. Pet scams are now ranked as the second-largest purchase scam category in the UK by money lost, behind only vehicle scams. The use of AI-generated images since 2023 has made fraudulent listings harder to detect, and the continued popularity of specific breeds maintains a large pool of motivated buyers that scammers can target.
Report Fraud / Action Fraud / National Fraud Intelligence Bureau (NFIB) — Pet fraud historical data (reportfraud.police.uk — replaced actionfraud.police.uk in December 2025). National World — FOI investigation: Brits lost £7.2m to pet fraud 2019–2024, July 2025 (nationalworld.com). Santander UK — Pet scam fraud intelligence, March 2026; reported via The Independent, LBC, BritBrief. Get Safe Online — Pet scams guidance (getsafeonline.org). Cifas / GASA — State of Scams in the United Kingdom 2024 (cifas.org.uk; gasa.org). UK Finance — Annual Fraud Report 2024 (ukfinance.org.uk). Payment Systems Regulator — APP fraud mandatory reimbursement scheme, October 2024 (psr.org.uk). Kennel Club UK — Assured Breeder scheme (thekennelclub.org.uk). Citizens Advice — Consumer helpline and fraud guidance (citizensadvice.org.uk).
Petsloo UK Editorial Team. "UK Pet Scam & Fraud Statistics Report 2026." Petsloo.co.uk, May 2026. https://www.petsloo.co.uk/uk-pet-scam-fraud-statistics-report/