Buyer Beware: Where (and How) to Choose a Puppy Wisely

I generally try to share educational information in a positive and constructive way, what to look for, how to recognize breeders and rescue organizations that are doing things thoughtfully, ethically, and responsibly when placing dogs and puppies.

Today, though, it’s equally important to talk about what to approach with caution.

With the rise of social media, a growing number of puppy sellers have built large followings using adorable photos, clever captions, and emotionally appealing stories. Facebook, Instagram, and TikTok have become their storefronts, all designed to create urgency and separate buyers from their money. Purchasing a puppy from many of these so-called “influencers” can be a bit like buying something from an Temu, you may not get what you were promised.

To help potential puppy buyers navigate this landscape, here are some common marketing terms and tactics worth understanding before making a decision.

“AKC Registered” and “Champion Bloodlines”

Let’s start with AKC registration. The American Kennel Club is a registry, not a quality control organization. Its primary role is to record pedigrees and sanction dog sports. Any AKC-registered dog bred to another AKC-registered dog of the same breed is automatically eligible for registration.

There are other legitimate registries besides AKC, but AKC is the most widely recognized.

What’s important to understand is that AKC registration alone does not guarantee quality, health, or responsible breeding.

The same applies to the phrase “Champion bloodlines.” If you go back far enough in most pedigrees, you’ll likely find AKC Champion dogs. When those titles are several generations back, it usually means the person selling the puppy had no role in producing or finishing those champions. In some rare breeds, championships may be fewer and farther between, so extra research is always encouraged.


Health Testing: What It Really Means

Today’s puppy buyers are rightly asking about health testing—and puppy sellers have learned how to market that expectation.

Thanks to affordable DNA testing, responsible breeders now use these tools to reduce the risk of inherited disease. However, health testing is not one-size-fits-all. Each breed has its own genetic risks and its own recommended testing protocols.

Some puppy sellers rely heavily on broad DNA panels (such as Embark) and advertise terms like “triple clear” or “quad clear.” This usually means the dog does not carry the specific mutations included in that panel—whether or not those conditions are actually relevant to the breed.

DNA testing is valuable (I use it myself), but it should be breed-specific and paired with veterinary evaluations. What many puppy sellers do not do is take individual dogs to specialists for orthopedic, eye, or cardiac testing. These exams cost money and require time—both of which reduce profit margins. It’s also common for these sellers to offer little or no meaningful health guarantee.

If you want to know what health testing is expected for a breed, the information is readily available. Visit the national breed club website, or even ask your favorite AI assistant.

For example, here is what is currently recommended for Cardigan Welsh Corgis, according to the Cardigan Welsh Corgi Club of America and OFA/CHIC guidelines:

Core Health Testing for Cardigan Welsh Corgis

Hips
• OFA or PennHIP
• Screens for hip dysplasia
• OFA performed at 24 months or older

Eyes
• Annual CAER exam by a board-certified veterinary ophthalmologist
• Must be current at time of breeding

Degenerative Myelopathy (DM)
• DNA test
• Carriers may only be bred to clear dogs

Additional Recommended Testing
• PRA-rcd3 (DNA)
• Cardiac evaluation
• Elbow evaluation

A Cardigan earns a CHIC number by completing hips, eyes, and PRA testing (passing results are not required for the number, but ethical breeding decisions depend on them).

Notice that only two of these tests are DNA-based. The rest require hands-on veterinary evaluation.

Pricing by Color, Coat, or Size

Be extremely cautious of sellers who price puppies based on color, coat type, or size.

There is:

No such thing as a merle Pembroke Welsh Corgi or French Bulldog

No silver Labrador Retriever

No long-haired French Bulldog

No legitimate “teacup” anything

In Cardigans, for example, the long-coat (often called “fluffy”) gene does exist. When two carriers are bred together, a long-coated puppy may appea, but no responsible breeder should be intentionally producing or charging more for known faults.

Many non-standard colors, coats, and sizes were introduced by mixing other breeds into the gene pool. Once that happens, you are no longer getting a purebred dog, and additional health and temperament risks may follow. Purebred dogs are bred to be what they are. If you want a Labrador, you should get a Labrador—not one altered to look “rare” and priced accordingly.

Marketing to Decoded Language

Just like real estate listings, puppy ads often rely on creative wording:

“Farm raised” usually means kennel-raised

“Raised with kids” doesn’t guarantee socialization

“USDA licensed” indicates a volume breeder

“Guardian homes” often means you pay the bills while someone else breeds and sells the puppies

“Parents on premises for all litters” may indicate limited genetic diversity and no outside stud use


None of these terms are inherently evil but they deserve clarification and follow-up questions.


Additional Red Flags to Watch For

Multiple litters produced every year

Puppies always available

No written health guarantee

No lifetime take-back policy

Puppies placed before 8 weeks of age

Inadequate veterinary care or vaccinations

Inflated prices for non-standard puppies


Remember: it costs the same to raise each puppy responsibly.


Final Thoughts

Social media fame, adorable photos, and emotional storytelling can be powerful but they are not substitutes for health testing, ethical breeding practices, or long-term accountability.

Ask questions. Do your research. Verify claims. A well-bred puppy should come from someone who is as invested in the dog’s entire lifetime as you are.

Education is your best protection. Buyer beware and buyer be informed.