Lorraine Williamson
When you scroll past the festive puppy photos, it’s easy to forget you’re also looking at a marketplace. And at Christmas, that marketplace turns frantic. The result is predictable: illegal puppy sales in Spain and a flood of online adverts that look convincing, until they don’t.
MundoAnimalia, a specialist pet portal, says the warning signs are everywhere on generalist platforms. In December, it estimates that around 70% of puppy adverts are fraudulent. It also claims it rejects 95% of offers at this time of year because they come from illegal breeders.
Why December suits the black market
Demand jumps in the run-up to Christmas, and sellers know it. MundoAnimalia reported a 28% rise in searches for pets during the festive period. Meanwhile, ethical breeders often go quieter, placing around 7% fewer adverts in the weeks before Christmas.
That imbalance matters. Responsible breeders tend to push back against impulse buying. Illegal sellers lean into it.
The “licence number” that means nothing
One of the easiest tricks is also the simplest: a made-up licence number. On many mainstream platforms, anyone can type anything into a listing field. It creates a false sense of legitimacy, even when nobody has checked the details.
Buyers often only find out later. That’s usually when the puppy gets ill, the paperwork collapses under scrutiny, and the seller disappears.
Too young, too soon
Behind many rushed sales sits a welfare problem that doesn’t show up in the photo. Puppies need time with their mother and littermates. It helps them build immunity and learn basic social behaviour.
MundoAnimalia also warns about imported puppies sold far too early. It points out that while legal import timelines push the minimum age much higher, criminal networks may bring puppies in at just a few weeks old.
Spain’s rules are stricter. The scams adapted
Spain has tightened pet welfare rules in recent years, including restrictions on the commercial sale of animals and who can legally sell dogs. Since late September 2024, the sale of dogs, cats and ferrets in pet shops has been banned, pushing sales towards registered breeders and adoption routes.
But regulation doesn’t automatically stop fraud. It can simply move it online, where enforcement is harder, and buyers are easier to rush.
The three checks that stop most disasters
If you’re determined to buy, slow everything down. A legitimate seller won’t pressure you to pay fast or meet in a car park.
Do three things before you agree to anything: ask to see the puppy with its mother (in person or at least on video), visit the breeder rather than accepting delivery, and verify the breeder’s licence rather than trusting a number in a listing.
If any of those steps trigger excuses, take that as your answer.
Adoption is the part nobody markets hard enough
There’s another reality running alongside the Christmas puppy rush: Spain’s shelters remain packed. A recent report highlighted 292,000 animal admissions in 2024, close to pre-pandemic levels.
That’s why adoption matters, year-round. Not just for puppies, either. Many adult dogs settle faster than people expect, and they still want the same thing: consistency, warmth, and someone who doesn’t disappear when the holidays end.
A promise that lasts longer than the holidays
“A dog is not just for Christmas.” I remember those words from childhood, and it’s sobering how little the message has aged. The platforms have changed. The scams have improved. The consequences haven’t.
If you’re considering a dog, make it a decision you can still stand by in February and beyond. Better yet, start at your local rescue centre first. The right match is often waiting there, 365 days a year.
Sources: AnimaNaturalis, Telecinco, El Español