Animals appear in countless advertisements, but behind the scenes, their welfare is often compromised. Understanding the welfare implications of animal use in advertising matters for consumers and regulators.
Animals used in advertising and media production face welfare risks from transport, handling, loud set environments, and training methods that may include aversive conditioning. Wild species including big cats and primates are neurologically unsuited to film set environments and show high stress responses. Even domesticated animals used in advertising may experience fear, disorientation, and physical fatigue from repeated takes and long shoot days. The shift toward CGI and animatronics has reduced but not eliminated live animal use in commercial production. Consumer and industry pressure for certified humane production is the main driver of improvement in this area.