Animals used in advertising, film and social media face welfare risks from training methods, handling during production, inappropriate environments and the viral social media trade in exotic animal content.
Animals used in media face welfare risks that are invisible to audiences who see only charming finished content. Wild animals made to appear cute and tame in social media videos often display fear and distress behaviours that uninformed viewers misinterpret. The slow loris raised arms that viewers interpret as enjoying tickling is actually a defensive response exposing scent glands. Viral wildlife content normalises exotic pet keeping and illegal trade by making wild animals appear suitable as companions. Film animals face welfare risks from training methods, unfamiliar environments and long working hours. Consumer education about how to interpret animal behaviour in media content is a genuine welfare intervention with significant reach.