The Instagram animal rescue that breaks your heart might be a scam. How to spot fake shelters and give safely

Animal shelters are warning about a cruel twist on online fraud. Scammers create look-alike social media pages, lift photos and videos of sick or abused animals from real rescues, and post urgent pleas for money. These posts are designed to trigger an instant response from kind people—and to siphon donations away from legitimate organizations.

This sits inside a wider wave of “fake rescue” content: staged cruelty or stolen clips engineered to go viral and funnel cash. In 2024, the Social Media Animal Cruelty Coalition (SMACC) documented 1,022 links to suspected fake rescues across Facebook, Instagram, YouTube, TikTok, and X in just six weeks, generating 572 million views. About 21% of creators asked viewers to donate, often via PayPal.

What the Instagram animal rescue scam looks like

• New or low-history accounts impersonate a real rescue or invent a “shelter.” They post graphic, urgent cases (“closing tomorrow,” “puppies need surgery today”) and steer you to direct payments (Venmo, Cash App, PayPal email) instead of Instagram’s nonprofit tools. Comments may be limited; DMs push for quick payment.
• Stolen or staged content. Photos and videos are taken from legitimate rescues—or from the broader “fake rescue” churn. A quick reverse-image search on the most emotional photos often finds them reused elsewhere.

Platforms acknowledge the pattern. For example, Meta lists “charity fraud and scam”—especially urgent appeals that ask for direct payment details—as prohibited. Instagram’s Help Center also warns about donation scams.

Related: Charity Scams: How to Spot and Avoid Fake Charities

Real-life story 

Friends of Michigan Animals Rescue (FMAR), a shelter that’s been placing pets in homes for roughly two decades, discovered recently a look-alike social media profile posing as them. The scammers’ page reused FMAR’s photos of sick and injured animals and urged people to donate. 

The facility operations manager, Michelle Eastlake, said that one of their Facebook supporters reached out to them after noticing the copycat account was using FMAR’s logo and a nearly identical name.

Read the story, here.

How to check a shelter or animal welfare organization before you donate

• Look at how they ask for money. Legitimate charities on Instagram use the built-in Support/Donate tools (which route through PayPal Giving Fund in supported countries) or send you to their official website to give. A bio that lists only personal wallets (PayPal email, Cash App, Venmo, crypto) is a red flag.
• Confirm the organization exists. In the US, you can search them on the IRS Tax-Exempt Organization database or Candid/GuideStar. In the UK, check the Charity Commission Register.
• Cross-check the account. Is there a real website in the bio? Do they use the same name/handle across platforms? Do older posts show staff, volunteers, local events, and outcomes (before/after stories, adoption updates)? When in doubt, call or email the shelter using contact details on its official site, not the Instagram bio.
• Reverse-image search the emotional posts. Take a couple of the most dramatic photos or clips and run a reverse-image search. If the same media appears under different names, locations, or dates, you’re likely looking at a fake.

Use Bitdefender’s free tools as a quick safety net.

• Bitdefender Link Checker — Paste the URL from a bio, Story, or post to flag phishing, malware, or look-alike domains before you click.
• Bitdefender Scamio (free scam detector) — Paste the text or link from a post or DM (screenshots work too). Scamio highlights pressure tactics, personal-wallet requests, vague details, and other red flags in plain language so you can decide safely.

Related: How to Protect Yourself from Online Pet Scam

What to do if you spot (or fall for) one

• Report the account in-app for Impersonation or Fraud/Scam. Instagram also has a dedicated impersonation form.
• Dispute the payment with your bank or PayPal and save evidence (screenshots, handles, DMs). The FTC has step-by-step guidance for donation scams.
• Warn others and consider logging the case with BBB Scam Tracker to help surface patterns.

What to do if your organization is impersonated

Your goals: get the fake taken down, cut off the money flow, and warn your community.

1. Collect evidence. Screenshot profiles, posts, Stories, DMs, bios, payment handles, and the profile URL. Note dates and usernames.
2. Report to Instagram. Use the in-app Report tool (Impersonation or Scam/Fraud). If your media or logo were stolen, also file copyright and trademark reports.
3. Warn supporters everywhere. Post an alert on your website, pin a post, add a Story Highlight (“Imposter Alert”), and email your list. List your official accounts and approved donation paths.
4. Notify authorities. File an online report for economic/online fraud (use your country’s channel; in Denmark, politi.dk).
5. Secure your accounts. Turn on 2FA for all admins, remove unknown devices/sessions, review Page/Business Manager roles, and revoke risky third-party app access.

Related: Cybersecurity for Nonprofits: Why Hackers Target You and What to Do About It

FAQS

How can I tell if an Instagram animal shelter is real?

Start by checking whether the profile uses Instagram’s Support/Donate button or links to the shelter’s official website. Then verify the organization in a public registry—IRS/GuideStar in the U.S., the Charity Commission in the U.K. If the account is brand-new, requests money via personal wallets, and has no credible presence outside Instagram, don’t donate.

Is it safe to donate through Instagram?

Yes, if you donate using Instagram’s Support/Donate tools. In supported countries, the money is processed via PayPal Giving Fund, which adds a layer of protection. Avoid sending money to personal PayPal, Cash App, or bank details listed in a bio. When in doubt, donate through the charity’s official website.

What if my shelter is being impersonated?

Report the profile for impersonation on Instagram, post a warning on your official channels, ask followers to report the fake, and contact anyone who might have donated. Save screenshots and usernames, and share them with your bank or payment platform. If needed, file a report with local authorities.

Are “fake rescue” videos actually illegal?

Many break platform rules, and in some countries, they may also violate animal-welfare or fraud laws. Even when the legal line isn’t clear, Instagram and Meta say this kind of content and behavior isn’t allowed. If you see it, report it.