SCAMMERS have cheated 28 puppy lovers out of a total of $51,000 by advertising the sale of dogs that do not exist, Western Australia's Consumer Protection has warned.

Fake advertisements on trading websites and social media show cute photos and cheap prices, with victims told to pay for transport, crates, insurance, shipping fees, vaccinations and quarantine clearances.

"The buyers fall in love with the images and believe the puppy is on its way, which leaves them vulnerable to pay whatever is demanded," Consumer Protection commissioner David Hillyard said on Thursday.

"Consumers should check whether the sellers have a legitimate physical address, a landline and an Australian Business Number, plus look for online reviews."