Tetbury designer launches Pet Proov to shield pet buyers from online scams

Tetbury designer Kate Margolis launches Pet Proov to verify breeders and protect buyers from online pet scams, combining identity checks with welfare assessments for purchases.

In Gloucestershire, Kate Margolis of Tetbury turned a painful online scam into a proactive safety tool for pet buyers. She launched Pet Proov to help people verify breeders and spot warning signs before money changes hands.

The motivation came after she sought a golden retriever due in December 2019. The seller claimed the puppy died the day before collection, and a £500 deposit vanished when calls and the website went dark in February 2020.

Kate Margolis Kate Margolis with a business partner standing outside the Houses of Parliament on a sunny day. They are both wearing black T-shirts with the words 'Pet proov' on them in white writing

After learning how common such scams can be, Margolis discovered many buyers had trusted seemingly credible sites with photos, testimonials and credentials. The seller asked detailed questions about living arrangements and finances, which Margolis initially interpreted as thorough vetting.

She paid the £500 deposit, bought pet supplies, arranged a vet appointment, and started puppy classes. Yet, the day before collection, an email claimed the dog had died from ingesting plastic. The seller then offered a female as an alternative, which she declined. When she asked for a refund, the calls went unanswered and the website vanished into thin air.

Since 2019, pet scams have cost the UK millions, with data from Action Fraud showing losses around £2.5 million, much of it originating on social media.

Kate Margolis Kate Margolis' dog Milo when he was a puppy. He has blonde fur, a black nose and dark eyes. His ears seem floppy and is sitting indoors quite close to the camera.

Margolis later found Milo from a different seller who allowed her to meet the puppy’s parents and living environment. Building on that experience, she designed Pet Proov to automate a verification email between buyers and breeders and to collect identification alongside a biometric face check.

The app also provides access to the Innate Health Assessment (IHA) developed by the All-Party Parliamentary Group for Animal Welfare (APPGAW), which evaluates whether a selectively bred dog meets welfare standards.

APPGAW’s director explained the goal is to address breeding concerns and fraud by giving people a clear moment to verify they are making the right decision for a pet and its long-term welfare.

In short, Pet Proov seeks to empower consumers and support dog welfare by offering a practical, one-stop verification and welfare-check platform.

Key Takeaways

Online pet scams remain a risk, with fraud often starting on social media.
Pet Proov combines verification steps, identification checks, and a biometric face check to verify buyers and breeders.
The Innate Health Assessment (IHA) helps assess welfare standards for selectively bred dogs.
Seeing a living environment and parents can help buyers make informed decisions about pet welfare.

Expert comment

Expert comment: A welfare adviser notes that stronger breeder verification can reduce fraud and improve animal welfare. Widespread adoption of such checks could become standard practice in online pet sales.

Summary

Margolis’ experience highlights the vulnerability of online pet buyers. Pet Proov offers a practical, welfare-focused solution by combining verification, identity checks, and welfare screening. If widely used, these tools could reduce losses and heartache for families across Gloucestershire and beyond.

Online pet sales require verification and welfare checks to protect buyers. Pet Proov provides a practical safeguard by streamlining verification and welfare assessments. BBC News