JEFF'S case is the latest in a series of incidents where eagle-eyed netizens have played watchdogs, pouncing on cases where animals could potentially have been ill-treated.

In April, a 15-year-old student posted an advertisement online to sell a one-year-old schnauzer.

The student had earlier posted messages on various pet forums stating his interest in adopting a dog.

But the student's advertisement caused an online furore when he later tried to sell the dog he had adopted.

Netizens mounted an operation to rescue the dog and even informed the authorities about the incident.

In March, a pet shop came under fire from netizens after it circulated an online flier advertising that it would give away a free hamster for every $35 spent in a single receipt.

After complaints poured in to the SPCA and AVA, the shop cancelled the promotion.

This article was first published in The New Paper.