The text presents a qualitative study conducted using the multiple case study method in which, using undisclosed interviews, an attempt was made to show the occurrence of illegal practices related to the sale of dogs via the Internet. In order to illustrate the phenomenon, the provisions contained in the Animal Protection Act of August 21, 1997 regulating the legal aspects of the sale of animals were used. In addition, the reference was made to the phenomenon of treating animals as objects and the place of the dog in the dog-human relationship. The concept of pseudo-breeding has been defined as a place of illegal and/or unethical sale and breeding of animals. The research revealed the practices of selling dogs online: characteristic behaviors, features of advertisements and the level of understanding the needs of dogs as species by advertisers.