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In a world governed by clicks, shares, and ever-shifting algorithms, the portrayal of animals on social media is increasingly impacting the way they are perceived and treated offline. A single viral video can spark public outrage, inspire compassion, or mobilize support for stronger animal protection laws. Yet, alongside this potential for good lies a troubling reality, social media also enables and amplifies the exploitation of animals for entertainment, profit, and online engagement.
In recent years, advocates and investigators have documented an extensive presence of animal cruelty content across social media platforms. Some of this content depicts explicit abuse, yet other times the harm to animals may not be clear to consumers or occurs “behind the scenes,” making it harder for viewers to recognize as abuse.
One particularly troubling trend that causes hidden harm to animals is the rise of staged or “fake” animal rescue videos. These often viral animal videos typically show a vulnerable animal in imminent danger, such as being attacked by a snake or crocodile, only to be dramatically “rescued” by a human. Designed to tug at viewers’ emotions to get shares, likes, and even donations, these videos are carefully orchestrated for maximum impact. A 2024 study found that in a three month period, 604 fake rescue videos received over five hundred million views. Unfortunately, viewers often do not see the harm inflicted to create such content. Both the “prey” and the “predator” may suffer physical and psychological trauma. Scenes are frequently staged and reshot multiple times to achieve the perfect angle or emotional payoff. Beyond the direct harm to the animals involved, these videos also normalize dangerous interactions and risk influencing others to replicate these staged scenarios, further endangering animals.
Social media has also fueled the rapid growth of wildlife tourism. A photo holding a sloth or a selfie on top of an elephant, makes what some would say good content, but conceals the suffering that makes such interactions possible. To create these experiences, animals captured from their natural habitats are subjected to brutal training methods designed to break their resistance and force the animals into compliance. High mortality rates means that tourists only see a fraction of the animals that are exploited by this industry, as new animals are constantly cycled in as replacements. Further, as public concern for the treatment of animals has grown, many facilities and sectors of the wildlife tourist industry have capitalized on this by rebranding, labeling themselves as “sanctuaries” and “rescues.” However, the inhumane treatment of the animals has not changed, rather, the exploitation is hidden under the guise of “rehabilitation” and “conservation.” Social media posts by friends, influencers, and travel bloggers featuring and endorsing this wildlife content, further obscures the harsh reality by giving credibility to this false narrative.
In contrast to the individuals using social media to exploit animals for views and profit, others have leveraged these same platforms to help them. In fact, social media remains one of the most powerful tools available to animal advocates.
Through compelling storytelling and visual media, advocates can bring hidden issues of animal cruelty online and into the public eye. A video of a hen experiencing sunlight and grass for the first time after spending her entire life confined in a battery cage can profoundly affect viewers. Such moments can encourage consumers to reconsider their choices and support more humane practices. In this way, social media can foster empathy, raise awareness, and drive meaningful change.
Examining the Intersection in Animals, the Law, and Modern Media
Social media’s complex and often contradictory impact on animal welfare is one of many issues explored in the course Animals, the Law & Modern Media, taught by Pamela Byce, Associate Dean of the Animal Law Program at Lewis & Clark Law School. The course examines the relationship between law and the representation of animals in modern media, encouraging students to critically assess how media influences both public perception and animals’ lived experiences. Throughout the course, students will be asked to consider a wide range of different ethical and legal issues regarding this relationship including:
- The history and evolution of the treatment of animals working in the film and television industry
- The ways in which documentaries can be used as a tool to make animal law more accessible for the general public
- The impact animals have on consumer psychology
- The legal implications for incorrectly advertising products as “humane”
Regarding social media, students explore how various social media platforms can be leveraged to promote animal rights and educate the public on animal protection issues, while also examining the serious harms these platforms can enable, including the exploitation of animals. To that end, students evaluate and apply existing legal principles governing animals featured on social media, assessing whether current laws provide adequate protection and enforcement in the digital space. The course also challenges students to consider the ethical implications of using animals in social media, such as in advertising or as animal influencers, to determine whether such uses can be reconciled with advancing animals’ best interests.
As modern media continues to evolve, so too must our legal frameworks, ethical standards, and critical awareness. Dean Byce highlights this, noting that “By understanding social media’s dual capacity to both expose and entrench animal exploitation, the next generation of animal advocates will be prepared to help create a digital environment that protects animals rather than profits from their suffering, and use its immense reach to promote justice, compassion, and meaningful reform to better the lives of animals.”