Research by Defra found that more than a quarter (27%) of UK cat or dog owners say they noticed a suspicious seller or advert while purchasing their last cat or dog. The research also found the public are at risk of purchasing puppies and kittens from deceitful sellers – dubbed being ‘petfished’.

The study found that less than half (43%) of UK dog or cat owners visited the seller in-person in the animal’s home when researching their recent pet purchase. More than one in 10 (12%) pet buyers didn’t do any research at all before visiting their puppy or kitten for the first time.

Worryingly, under a third (31%) of dog and cat owners felt very confident they could spot the signs of a low welfare puppy or kitten seller.

A separate survey of British Veterinary Association (BVA) and British Veterinary Nursing Association (BVNA) members found nearly two thirds (68%) of pet owners were unaware that the clinical and behavioural signs of their pet may be linked to low welfare breeding practices.

Veterinary professionals and Defra’s chief veterinary officer (CVO) are urging the public to think twice before they buy, and look out for deceitful sellers who take advantage of increased demand for pets ahead of Christmas.

Christine Middlemiss, chief veterinary officer, said: “Christmas can be a difficult time to settle a pet into a new home and it’s vitally important that people not only research the breed of animal they want, but also the person selling it to them.

“Puppies and kittens bred in low-welfare conditions can often be separated from their mother too soon which can lead to severe health and behavioural problems, heartache and high vet bills for their new family. We urge people to remain vigilant and to always thoroughly research pet sellers before getting in touch.”

Bill Lambert, health and welfare expert at The Kennel Club, said: “Buying a puppy is a huge decision and all prospective owners should do the proper research and have all the facts available so that they can make an informed decision.

“We know there has been a surge in demand for puppies during the pandemic. The current mismatch between supply and demand can lead to more people being duped by rogue breeders and scammers, and inadvertently fuelling low-welfare breeders.”

To avoid being Petfished, the public are being urged to spot vital red flags when researching sellers, with the help of the acronym S.P.O.T.:

Seller

Put the seller’s name and details including phone number into a search engine and avoid those with multiple adverts.

Parent

Make sure you see puppies and kittens in their home with their mother.

Old enough

Check puppies and kittens are at least eight-weeks-old before you take them home.

Treatment

Ask to see the animal’s health records and avoid sellers who can’t provide them.