Truth

"BEWARE OF PUPPIES ONLINE" … yes. But beware of dumb oversimplifications too

15 June 2025

Not everything online is a scam, not everything "hand-raised" is ethical. A realistic guide so you don't get it wrong.

"BEWARE OF PUPPIES ONLINE" ...yes. But also beware of silly oversimplifications. Every year, the same thing happens. Catastrophic headlines. Dramatic articles. TV reports with unsettling music. "PUPPY ALERT." "DOG TRAFFICKING." "BEWARE OF SELLING PUPPIES ONLINE." And immediately, the internet divides into two categories: 1. those who share indignantly 2. those who still search for "puppies for sale Switzerland" at 11:40 PM Because let's be honest: families will always look for a puppy. Not because they are irresponsible. But because they want love. Companionship. Family. Connection. And this is not a crime.

The problem isn't puppies online

The problem is those who work without transparency. Here, we need to make an enormous evolutionary leap. Because in 2026, to continue saying: "internet = evil" has the same level of depth as: "cars are dangerous so let's go back to horses." The internet isn't the problem. Social media isn't the problem. Technology isn't the problem. The problem is: – those who hide – those who lie – those who don't show documents – those who disappear after payment – those who sell puppies without responsibility – those who treat a life like an Amazon package This is the real difference. Because today, the web can be: – a scam or – total transparency. It depends on the person behind it.

We're not in 17th-century cynology

This is possibly the most absurd part of the entire modern narrative. There are still people who talk about the dog world as if we lived before Christopher Columbus. Spoiler alert: today there are: – video calls – live streams – real-time sharing – digital documents – reviews – groups – veterinary checks – immediate traceability Today, a family can see: – the puppy – the environment – the documents – the temperament – the management – and speak directly with the person raising them… in just a few minutes. From their phone. From their sofa. While sipping a coffee. And this isn't "dangerous modernity." This is transparency.

Evil has no nationality

And here we come to the most delicate point. Because today there's a very simple narrative: "what comes from outside is bad." But reality is infinitely more complex. There are: – serious people abroad – dreadful people abroad – serious professionals in Switzerland – and unfortunately, terrible situations in Switzerland too. Scams have no passport. Ethics have no flag. Transparency doesn't depend on a postcode. Because an unscrupulous person can be found: – in Zurich – in Lugano – in Milan – in Berlin – anywhere. And similarly, there are modern, organised, and transparent organisations that use: – social media – video calls – online content – technology to do exactly the opposite: educate families. Show their work. Explain. Support. Create conscious choices.

"Puppy sales" doesn't automatically mean exploitation

This is the big taboo that no one wants to address. Because today, you only need to read: "puppy sales" and suddenly some people react as if they've read: "international criminal organisation." But the real truth is different. There's a gigantic difference between: – irresponsible commerce and – serious breeding. Between: – intensive production and – ethical breeding. Between: – those who take money and disappear and – those who support families for years. Generalising everything isn't animal protection. It's superficiality. And often, emotional clickbait too.

"Low puppy price" often means only one thing

Here we must be brutally honest. When you see: "SUPER PUPPY OFFER CHF 1200/1500" ...don't stop at the cute picture. Because behind a responsibly bred puppy there are: – genetic tests – clinical checks – vets – nutrition – socialisation – proper documents – time – experience – responsibility And all of this has a real cost. So when the puppy price is inexplicably low... very often behind it you'll find: – unclear imports – strange documents – modified passports – dubious vaccinations – poorly raised puppies – or outright scams. And unfortunately, in Switzerland's puppy sales, these situations genuinely exist. But the important point is another: we shouldn't demonise everything. We need to learn to distinguish.

Do something revolutionary: evaluate the people

Because the true signal isn't just the price. It's human behaviour. A serious person: – shows you documents – makes video calls – explains everything to you – answers calmly – also talks about limitations – guides you in pre-adoption – helps you prepare – continues to be there afterwards An unserious person, on the other hand: – avoids questions – disappears – puts pressure on you – only wants the deposit – doesn't delve into anything And here comes the great truth: those who truly love dogs... don't treat families like numbers.

The web doesn't create scammers

It makes them visible. This is the phrase that changes everything. Because scams existed even before social media. Only before: – there were no reviews – there were no screenshots – there were no videos – there were no testimonials – there was no traceability Today, however, transparency can be total. And serious organisations use the internet precisely to: – show – educate – document – explain – support Not to hide.

The final truth

Families don't need psychological terrorism. They need: – education – tools – verifiability – transparency – competent people – real dialogue Because choosing a puppy shouldn’t be about: fear. It should be about: awareness. And the future of cynology won't be: less technology. It will be more transparency through technology. Because used well... modernity doesn’t alienate people. It brings them closer.