Characterization of advertisements for puppies sold online: determinants of cost and a comparison with parent club breeders

The Internet is an increasingly common way for consumers to purchase puppies. Yet very little information is available about the types of puppies sold via the Internet. In addition these sales are not subject to United States Depart of Agriculture (USDA) regulation. The objectives of the study were to describe puppies sold via the Internet, to assess the characteristics that contribute to the cost of a puppy, and to compare puppies sold via the Internet with puppies sold by American Kennel Club (AKC) Parent Club breeders. Over 14 weeks in 2008, Yorkshire Terrier, Shih Tzu, English Bulldog, Boxer, and Labrador Retriever puppies for sale on two large-scale online puppy sales sites were categorized based on their Internet advertisements. Data were collected in three categories: puppy characteristics, health characteristics, and policies (such as spay/neuter requirement, health guarantee, and return policy). After the survey was completed, 25 AKC Parent Club breeders and 25 other breeders who advertised via one of the puppy sales websites were randomly selected and interviewed over the phone. Small breed puppies were most frequently advertised with 35.2% (1228/3485) of advertisements for Yorkshire Terriers and 23.0% (802/3485) for Shih Tzus. Almost one quarter of Internet breeders 768/3474 (22.2%) advertised four or more different dog breeds. Champion bloodlines increased the cost of a puppy of all breeds. AKC Parent Club breeders 21/25 (84%) were more likely to mention breed-specific health screening tests when compared to Internet breeders 7/25 (28%). Consumers should apply the same standards for purchasing from a breeder found through a puppy sales site as they would for purchasing from a local breeder. Breeders who advertise at one of the large-scale puppy sales websites are less knowledgeable about breed-specific health issues compared to an AKC Parent Club breeder. Internet breeders are less likely to perform these screening tests on their breeding dogs and may breed dogs with undesirable heritable health risks.