07/30/2026
Tips on finding a reputable breeder, from a reputable breeder.
I'm a member of several breed groups on facebook, and one of the things people are most worried about when they are searching for a puppy to add to their family, is getting scammed. If you are deeply invested in the 'dog world' this is probably not on your radar- you have many connections in dogs and know where to look for a well-bred puppy- but for people without those connections, getting scammed is a very real concern.
Before I set out on this list- I want to be clear that the tips in THIS post are just to help you avoid getting scammed, by which I mean giving your money to someone who will not provide you with a puppy. This is a very low bar and while making sure you get "A" puppy is important, the details on how to get a quality, ethically bred puppy are several steps beyond what you'll read here. Maybe a topic for a future post.
Tips to avoid being scammed:
1. Start your search in a place where real people exist. This means- go to a dog show, go to an agility trial, go ask at your local vet clinic. Talk to friends who go to puppy classes or sport classes. Even if you don't have any interest in competing, and all you want is a healthy pet dog- people who frequent these circles are going to know who has a good reputation as a breeder and at the most basic level, who actually exists. If you are searching online- look for places where people seem to be posting about LITTERS vs individual puppies (ie planning ahead). This gives you time to do a little digging and investigating and is the most customary way for modern labrador breeders to advertise.
2.Avoid 'generic' sounding groups or breeders. One group that I've seen on facebook that is HUGE but straight scams is called something like "lab puppies for adoption." To me- that sounds like a place where breeders might go to advertise litters, but what it actually is, is a single 'breeder' posting under the name "lab puppies for adoption" and using what appear to be stolen photos. They control who is allowed to comment on puppy photos and if anyone asks a decent question, they say 'email us!' at '[email protected]'. Real breeders don't post or name themselves generically. They will have a kennel name that is meaningful to them, or they will post under their real human name, or both. They don't want to be mistaken for 'any old breeder' -they have their own identity. Real breeders are not going to want to sell puppies to an anonymous person and won't pose as an anonymous person either. This is all kinds of red flags. Instead of entering these scammy generic groups, look for groups that either have actual people/kennels posting ads (which will include some actual way to contact them, and supporting info about the parent dogs and their location, so you can research them a little in advance).
3. Nobody who ethically breeds dogs gives you the option of placing a deposit (or requires it) before they tell you what puppies are available, what the litter is projected to be like, before they ask you questions about yourself or ask you to fill out an inquiry/application form, before they know anything about you. Selling to 'anybody with money' is a red flag quality of a breeder- but it's also a way that scammers will get you. It's not normal to be able to click enter on a website to buy a puppy the same way you'd order from amazon or get take-out. You should have direct communication with a real human being.
4. When you do find a breeder advertising, check them out online. If you are using social media- go to their personal page. Do they even show any pictures of dogs? Are the dogs treated like individuals or is it just generic photos or AI memes? Every labrador breeder I know also has a permanent website where it's much easier to find organized information. What you are looking for (in order to avoid a scam)- are pictures of parent dogs, as a priority over puppy photos. Having 25 pictures of available puppies is a warning sign, especially if there are zero pictures of parent dogs. Educated puppy buyers know that puppies grow up to be similar to parent dogs, and want to know about them. Educated breeders are really proud of their parent dogs, and want you to get to know them. Having many, many 'available' puppies at all time can be a sign that a breeder is either not planning ahead (ie attracting good homes before they breed a litter) OR they are simply using stock photos, stolen photos, or the same puppy photos over and over in order to scam people.
5. Any sort of 'rushing' behavior can be the sign of a scam. If you are in contact with someone who says 'someone else wants this puppy and is going to send a deposit tomorrow, but if you send one today, I'll sell it to you'. SHADY! Even if that is a real person, who does that- they are either scamming you, or the other person, or the other person is a lie to try to pressure you into an impulsive decision. If you are a good buyer, they will understand it takes time to make a decision. If they have puppies that are in such hot demand that they can't wait a couple of days for you to decide- how are they still available at this time? That doesn't add up.
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What you can expect from a responsible breeder- communication, planning ahead, and a 'paper trail' of people that they can offer as references, a digital history of puppies that they have whelped, raised and placed into happy homes in the past, and ongoing interaction online with those puppy buyers (easily seen on their social media, for example). Of course- every breeder has to have a 'first' litter and may not have that history established yet but a) if you are a new puppy buyer, maybe you want a more experienced breeder anyway or b) if you are willing to take a chance on a new breeder, you can ask for information or references from the experienced breed people that are helping them get started- everyone has someone like this, if they a real person and planning to breed well. In our breed, placing a deposit is customary, but you should have plenty of time to find this history, verify references, and make an informed decision that that this breeder is for real, and the puppy or litter does exist, before you make a commitment. Any defensive or evasive behavior from a breeder you are considering is a red flag. There are a lot of lab breeders out there… Keep looking!
