" Unveiling the Dark Side of Social Media: TRACKS Investigations' Role in Exposing the Illicit Puppy Trade
In collaboration with:
At TRACKS Investigations, our commitment to uncovering the truth goes beyond visual storytelling. We combine cutting-edge OSINT (Open Source Intelligence) techniques with in-depth data analysis to conduct thorough investigations that bring to light the dark realities often hidden from the public eye. Our recent collaboration with FOUR PAWS on their investigation into the illicit puppy trade on Facebook and Instagram, platforms owned by Meta, is a clear example of our commitment to this work.
A Six-Month Deep Dive into the Cruel World of Online Puppy Sales
From September 2023 to June 2024, we conducted a detailed investigation into the unethical practices of puppy sellers across multiple European countries. Our work revealed widespread violations of Meta's own terms and policies, with numerous unscrupulous breeders exploiting the platform to sell underage and often unhealthy puppies. These breeders frequently operate in violation of national laws and EU regulations, putting both animals and potential buyers at significant risk.
Key Findings: A Snapshot of the Illicit Trade
Underage Puppies: We uncovered numerous instances where puppies were sold at an age far too young, leading to severe health and behavioural issues later in life.
Cruel Breeding Practices: Many of the advertised puppies were bred for exaggerated physical features, such as extremely short muzzles or excessive skin folds, causing significant long-term health problems.
Mutilation and Cruelty: Our investigation also revealed cases of puppies being subjected to inhumane practices, including ear cropping, a form of mutilation banned in several countries.
Deceptive Tactics: Sellers used a variety of deceptive practices to avoid detection by Meta, including coded language, the use of multiple accounts, and misleading advertisements that often disguised the true nature of the transaction.
The Role of TRACKS Investigations
Our work for FOUR PAWS demonstrates the power of combining traditional investigative journalism with modern data-driven methods. By leveraging OSINT and thorough data analysis, we were able to map the extent of this cruel trade across Europe, providing a robust evidence base for FOUR PAWS to call for urgent action from Meta.
Call to Action
The findings from this investigation underscore the urgent need for Meta to enforce its policies more effectively and take stronger measures to protect both animals and consumers from the harms of the illicit puppy trade. We join FOUR PAWS in calling on Meta to implement full seller and pet traceability and to close the loopholes that allow these harmful practices to continue.
To learn more about this investigation and support the efforts to end the illegal puppy trade on social media, visit the FOUR PAWS website.
Investigation featured in: The Independent
Tracks Investigations has undertaken over 295 investigative film projects supporting over 40 conservation, environmental and animal protection NGOs since its inception in 2006. Learn more about how you can work with us here. To support our investigative work for animals, click here.