Illegal pet sales surge on livestreams, raising concerns over animal welfare

This composite photo shows livestreams of pet sales on YouTube. Captured from YouTube

A YouTube livestream recently drew attention after a host promoted the sale of puppies in real time, saying, “We only have four dogs left. You’ll be surprised at how cheap they are, prices are completely down. Anyone looking to raise a Samoyed? Take them home for a low price.” Viewers quickly flooded the chat with comments such as, “Do you have smaller dogs?” and “Show us the bichon!” The replay of the broadcast has since garnered over 20,000 views.

During the stream, the host continued to encourage sales, saying, “All bichons have been sold, but reservations are open, contact me anytime,” and “We can deliver nationwide, so feel free to reach out.”

This kind of live commerce, where pets are showcased, priced and sold in real time through YouTube, Instagram and other social media platforms, has become increasingly common in Korea. Modeled after televised home shopping channels, these broadcasts allow viewers to “order” a living animal with just a few clicks.

However, such transactions are illegal under Korean law. Article 49 of the Enforcement Rules of the Animal Protection Act explicitly prohibits the sale of animals “without showing the animal in person.” Violations can result in fines of up to 1 million won ($720).

A statement from the Ministry of Agriculture, Food and Rural Affairs explained, “Buyers can visit a licensed facility to view the animal and then use an authorized transporter, but trading solely online is clearly against the law.”

Despite the ban, enforcement remains difficult. According to the ministry, authorities uncovered 66 violations among 2,676 registered pet sellers last year, with 54 resulting in administrative action and 12 in criminal complaints.

Officials admitted that monitoring illegal activity on social platforms poses new challenges. “Sales channels are evolving rapidly,” a ministry official said. “Unlike traditional storefronts, online transactions are hard to trace and gathering evidence takes time.”

Animal welfare groups warn that the unchecked spread of online sales could have serious consequences. “The practice of selling pets online will continue to expand without real penalties, risking the normalization of viewing animals as commodities rather than living beings,” a representative from the Korea Animal Rights Advocates told The Korea Times.

Dogs found at an illegal breeding facility / Courtesy of the Hwaseong Licensed Breeding Rescue Alliance

Activists also highlight the broader ethical and welfare problems surrounding pet shops and breeding facilities. Many animals are bred in poor conditions, with dogs kept in cramped, unsanitary cages and bred repeatedly for profit.

Some unlicensed breeders use abandoned or stray animals to create what activists call “new types of pet shops.” These operations often engage in false advertising and prioritize high profit margins over animal welfare. As a result, both owners and animals suffer from health problems caused by neglectful breeding and lack of sanitary care.

Animals are put at risk when impulsive buyers abandon their pets after realizing the challenges of ownership.

Animal advocates say platforms themselves also bear responsibility. While major platforms have policies prohibiting the sale of live animals, enforcement is often inconsistent. “If tech companies actively monitor and remove such content, it would deter many sellers,” said a representative from the Korea Animal Rights Advocates.

As livestream pet sales continue to proliferate, activists urge both authorities and platforms to act swiftly. Without stronger regulation and public awareness, they warn that the convenience of online pet shopping could come at the cost of countless animal lives, turning what should be loving companionship into an industry of exploitation.