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Companion animals online; The red flags to watch for.

The rise of online marketplaces, social media groups and dedicated pet sale websites has fundamentally changed how Australians seek out and purchase their animal family members. In this rapidly evolving digital age, prospective guardians now have access to hundreds of dogs, cats, and other animals through online advertisements. While this ease and accessibility may seem positive on the surface, these glossy online ads can mask significant animal welfare risks. The unfortunate reality is, that by purchasing an animal through online advertisements individuals may unknowingly be supporting poor breeding practices, breaches of state laws, and animal suffering. Understanding the risks, and how to make responsible choices, is critical to responsible pet ownership and protecting animals. Here we delve into some common red flags to look for and advise prospective guardians on how they can best welcome a new companion into their home.

RSPCA Australia
Tuesday, 17 February 2026

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The rise of online marketplaces, social media groups and dedicated pet sale websites has fundamentally changed how Australians seek out and purchase their animal family members. In this rapidly evolving digital age, prospective guardians now have access to hundreds of dogs, cats, and other animals through online advertisements. While this ease and accessibility may seem positive on the surface, these glossy online ads can mask significant animal welfare risks. The unfortunate reality is, that by purchasing an animal through online advertisements individuals may unknowingly be supporting poor breeding practices, breaches of state laws, and animal suffering.

Understanding the risks, and how to make responsible choices, is critical to responsible pet ownership and protecting animals. Here we delve into some common red flags to look for and advise prospective guardians on how they can best welcome a new companion into their home.

The welfare risks.

Online platforms have made it easy for anyone to sell animals, often with little oversight or regulation. This anonymity allows irresponsible backyard breeders, puppy, and kitten farms to flourish unchecked.

In Australia, laws relating to the welfare of animals vary in different states and territories and this includes regulations for companion animal breeding. In some states, such as Victoria, South Australia and the ACT, companion animal breeders must be registered, which may also require meeting certain standards of care, but in some states, there are no mandatory standards of care. This creates a legal loophole which can allow for breeders with poor animal welfare practices and even formally prosecuted breeders to operate while avoiding detection. Concerningly, without nationally consistent regulation, a breeder charged with animal cruelty in one state can potentially simply travel to another and begin breeding again under a new business name.

Red flag 1: Limited information: be concerned if the advertisement contains little actual information that can be verified, such as whether the animal is microchipped, desexed, identity and background of the advertiser, and how their animals have been bred or sourced.

Irresponsible breeders may breed parent animals repeatedly with little regard for their age, health, or risk of genetic disorders being passed along to their offspring. They may be kept confined or in overcrowded, unhygienic conditions and separated prematurely. One study found 34% of online advertisements featured puppies less than 8 weeks of age, despite it being well documented that early separation from their mothers risks long-term behavioural concerns. Furthermore, some sellers will even pose as individuals or small family breeders online when in truth, they’re commercial breeders running large-scale breeding operations, producing multiple litters of different breeds.

Red flag 2: Multiple breeds or litters are advertised by the same seller: Responsible breeders generally specialise in one breed to ensure proper care, knowledge of genetics, health, and breed standards. If there are multiple breeds being advertised from the same seller and frequent advertisements from the same seller, this may be an indication of large-scale breeding, which can be associated with puppy farms.

Because online advertising allows people to easily purchase animals who may be located far away, many puppies and kittens sold online are transported long distances, even as far as interstate at a very young age. This practice involves significant welfare risks, including causing very young animals high levels of stress, exposing their developing immune systems to disease, and the potential for physical harm during transit. In addition, offering delivery is a method used by unethical breeders to avoid exposing the conditions their animals may be kept in or how their operations are run.  

Red flag 3: Unable to meet the parent animals or view their living conditions: Responsible breeders will want to assess prospective owners to ensure their animals are going to suitable homes; likewise, owners should want to meet the breeder and meet their new animal and their parents in person first, to ensure all are cared for correctly. If a breeder insists on arranging delivery for the animal or meeting at another location this may be a sign that they are concealing a puppy farm operation and/or poor standards of care.

Health issues are also a common concern in animals purchased online. Irresponsible breeders may sell animals unvaccinated, improperly wormed, or already ill. New owners often discover problems only after bringing their animal home, resulting in emotional distress and unexpected veterinary bills. Behavioural challenges, such as anxiety, aggressive behaviours, or poor socialisation, are also more likely when animals are raised without appropriate care and early life experiences.

Red flag 4: Lack of Documentation: In Australia, registered and responsible breeders are required to provide health documentation for animals they sell, though specific requirements can vary by state and territory. Generally, an animal should come with proof of vaccinations, veterinary health check, Breeder Identification Number (BIN) / Supply Number: (most states) and in some states a "Breeder Health Declaration" that outlines any known physical, behavioural, or genetic conditions.

So, knowing the risks of online advertisements, how can potential owners safely welcome a companion animal into their family?

Make adoption the first option.

Every day in Australian shelters there are hundreds of thousands of animals with an abundance of love to give, patiently waiting for their forever home. Seek out a reputable rescue organisation or shelter and visit them first. RSPCA shelters around the country often have dogs and cats of particular breeds as well as mixed breeds and various ages, from puppies and kittens to senior pets.

Research, research, research.

If you’re invested in the idea of welcoming an animal of a specific breed into your family and cannot find one through a reputable rescue, it’s very important to do your research first. While each animal is an individual, there will be specific traits and needs of each breed that are important to understand to ensure you and your new friend are a good match. Research the breed’s general need for exercise, grooming and temperament, as well as any health issues they may experience.

Some breeds can have significant problems which may seriously impact their health and welfare and can also be expensive to manage. The RSPCA recommends speaking with a veterinarian regarding the breed and any potential health issues, medical care, and costs involved before making a final decision. And of course, only buy from a reputable breeder who acknowledges and tests for these issues and has a strategy in place to address them. The RSPCA Smart Dog Buyers Guide and Smart Cat Buyers Guide are excellent resources to help guide prospective owners through this process.

Responsible pet ownership begins from the moment you decide to purchase an animal.

In an age where convenience may often outweigh caution, it is worth remembering that every click and purchase has consequences. By being informed, thoughtful, and animal welfare focused, prospective owners can help protect animals from harm and ensure that the decision to bring an animal into their home is a compassionate and responsible one.

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