7 Tips to Get Savvy to Equine Ad Scammers
Buying a horse online can feel a bit like dating through the internet — full of potential, excitement, and the occasional imposter. The photos look great, the description sounds perfect, and the price seems almost magical. But before you saddle up your hopes and wire that deposit, it’s worth learning how to spot when a horse listing might be too good to be true.
Online horse sales have made it easier than ever to find the perfect partner. Websites, social media groups, and equestrian marketplaces have connected buyers and sellers across the UK in ways that were unthinkable a decade ago. Yet, with that convenience comes a few crafty characters hoping to exploit the good faith of genuine riders.
Here’s how to protect yourself, your wallet, and your sanity while horse shopping online.
1. The Dream Horse at a Bargain Price
Let’s start with the most obvious red flag — the bargain of the century. If a horse that reads like Valegro’s long-lost twin is being offered for less than your monthly livery bill, stop and take a breath.
There are fair deals, of course. A horse might be priced lower for genuine reasons — injury, age, or a quick sale due to relocation. But scammers know exactly what buyers want to see: a beautifully schooled horse at an unbeatable price.
Before getting too excited, do a quick comparison. Search listings for similar horses by breed, age, discipline, and training level. If the price is drastically out of step with the market, it’s time to raise an eyebrow.
2. The Seller Who Seems… Slippery
A trustworthy seller will happily answer questions, provide recent videos, and encourage a visit. A dodgy one, on the other hand, will do everything possible to avoid both.
If a seller dodges direct questions (“What’s his height again?”) or gives vague, evasive answers (“Oh, around 15-something, I think”), treat that as a warning.
Similarly, anyone who pressures you to act fast because there’s a “queue of buyers waiting” might be more interested in your money than your match. Real horse owners love to talk about their horses — sometimes in exhausting detail! If someone won’t, there’s a reason.
3. The Photo Trickery Trap
A picture might be worth a thousand words, but in online horse sales, it can also be worth a thousand lies.
Many scam listings use stolen or edited photos to make an ordinary horse look extraordinary — or, worse, to advertise a horse that doesn’t even exist.
Here’s a handy trick: take a screenshot of one of the listing photos and perform a reverse image search on Google. If that same photo appears on multiple websites (especially in other countries), you’ve caught a scammer red-handed.
Even when photos are genuine, look closely. Is the background consistent? Does the tack match between shots? Are there clues in the scenery that suggest the horse isn’t in the UK at all? Tiny details can reveal big truths.
4. The Payment Pressure Game
One of the biggest giveaways of a scam listing is unusual payment requests. If a seller asks for a “small deposit to reserve the horse” via PayPal Friends & Family, cryptocurrency, or a vague “courier account,” hit the brakes.
Legitimate sellers usually use secure, traceable methods — and they’ll never insist on sending money before you’ve viewed the horse or at least spoken directly.
When in doubt, stick to verified, transparent platforms that encourage safe communication between buyers and sellers. A reputable equestrian marketplace like Sell Your Horse provides a secure environment to browse genuine listings, connect with real owners, and avoid the murky corners of social media scams.
5. The Too-Perfect Description
We’ve all read them: “Perfect in every way, bombproof, never puts a hoof wrong, loves everyone!”
If a listing sounds like a fairy tale, it probably is. Even the best horses have quirks — that’s part of their charm. A trustworthy seller will mention both the positives and the niggles (“good to clip, can be cheeky to load”) because they want a suitable home,
not just a fast sale.
Photo: Canva
Transparency is your friend. Look for ads that include detailed information about age, height, breed, experience level, and temperament. A vague or overly glossy description is a sign to dig deeper.
6. The Mysterious Location Shuffle
You find a great horse that says it’s based in Devon, but when you message the seller, suddenly it’s “actually in Spain right now — but delivery can be arranged.” International scams are sadly common, often using identical adverts across multiple sites. If the seller’s story changes, the location seems odd, or transport costs start inflating unexpectedly, walk away.
Local sales are always safer. You should ideally view, handle, and (if possible) ride the horse before making any payment. Trust your instincts — if it feels off, it probably is.
7. The Gut Feeling Test
Perhaps the most powerful tool you have isn’t a search engine or a bank account — it’s your intuition.
If something about a listing makes you uneasy, even if you can’t quite explain why, listen to that feeling. Whether it’s a mismatch between photos and description, a seller’s tone, or just a sense that things are moving too quickly, your gut is rarely
wrong.
Remember, horses aren’t going anywhere. There will always be another one. The right horse — the one meant for you — will stand out for all the right reasons, not because it feels rushed or uncertain.
Buying Online Doesn’t Have to Be Risky
While scam listings make headlines, the truth is that most online horse sellers are genuine riders and owners looking for good homes. With the right precautions and a healthy dose of skepticism, you can enjoy all the benefits of digital horse shopping without the risks.
Use reputable sites that vet listings and encourage transparent communication. Ask for references, request up-to-date photos and videos, and verify every detail before sending money.
At the end of the day, buying a horse should be exciting — not stressful. When you stay alert, research carefully, and shop through trusted equestrian marketplaces like Sell Your Horse, you can focus on what really matters: finding the right horse for your next adventure!
P.S. Check out Dean’s Letter to My Rookie Self to learn more about his personal riding journey!
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