Experts say demand for puppies typically spikes during the festive period.
Unfortunately, this creates the ideal conditions for irresponsible sellers to exploit vague or inaccurate health claims on popular selling platforms.
Misleading claims give false reassurance
The Dog Breeding Reform Group (DBRG), backed by the RSPCA, vets and academic experts, has raised concerns about widespread use of terms such as “health tested” in online listings. While reassuring at first glance, these claims often refer only to basic DNA screening and do not confirm whether puppies have passed thorough veterinary checks.
According to campaigners, this lack of clarity leaves buyers unaware of serious underlying health issues, which can result in emotional distress, unexpected veterinary costs and, in some cases, dogs being surrendered to shelters.
Calls for tougher standards before Christmas
The RSPCA has supported calls for tougher advertising standards and greater transparency across online platforms. The charity warns that dogs can live for well over a decade and should never be bought impulsively or treated as seasonal gifts.
The warning comes as shelters report rising abandonment rates and growing pressure on rehoming services. Welfare groups are urging families to research breeders carefully, question health claims and consider adopting from reputable rescue organisations instead.
Animal charities stress that prioritising health and welfare over appearance or trends is essential this Christmas and beyond.
