RSPCA urges owners to “put welfare first” when filming social content
Owners can celebrate their pets online while prioritising their wellbeing
The RSPCA is reminding owners that pets’ welfare should always come first when filming and sharing content online, as a new ITV documentary explores the booming pet influencer industry.
The programme, Pet Stars, which airs at 7.30pm tonight (23 April) on ITV1, highlights how quickly the world of “pet influencers” has evolved - from home videos, to a global industry where filming with animals can attract large audiences and lucrative brand partnerships.
As the likes and shares increase - encouraging more owners to film and share their animal companions online - animal welfare experts from the RSPCA are reminding people that pets’ needs should always come first, and that knowing when to stop is vital.
Ashleigh Brown, RSPCA Scientific and Policy Manager for Companion Animals for the RSPCA said: “We know how much owners love their pets and many understandably want to celebrate them with a wider audience. Pet influencers can often be a positive force to reach new audiences - inspiring people to care more about animals, volunteer, or learn about responsible ownership.
“But as this industry grows, it’s really important that anyone filming with their pets does so responsibly. There’s a big difference between filming an animal going about their normal activities without disruption, and setting up strange or unusual situations which they may find stressful, purely for content.
“Prioritising your pet’s welfare is paramount - ensuring they have choice over interactions - and being able to recognise when they are physically or emotionally uncomfortable.”
Important tips for creating content with your pets
• Always prioritise your pet’s comfort and wellbeing, and stop filming if they appear stressed, tired or uncomfortable - this can include changes in behaviour, movement, eating or toilet habits
• Keep filming sessions short and avoid disrupting your pet’s normal routine
• Never force or pressure pets into behaviours that are unnatural for them
• If training or tricks are shown, only use positive reward-based methods such as treats or play
• Avoid situations that may overwhelm your pet, including costumes, loud and unfamiliar environments, bright lights and effects, or unnecessary travel
• Be especially cautious with very young, pregnant, nursing, sick or injured animals, who should be able to rest without disruption
• Babies and young children should never be left unsupervised together, so avoid filming or setting up situations where you can’t closely monitor their interactions. Don’t allow them to put their faces close to pet’s mouths, paws and claws.
Before you film, ask yourself:
• Is my pet comfortable and relaxed?
• Are they behaving as they normally would?
• Do they have choice and control over what’s happening?
• Could this cause stress, fear, or confusion?
If in doubt, don’t film!
Ashleigh added: “We encourage people watching any content involving animals to only support responsible creators who clearly put animal wellbeing first - and to remember that not everything online reflects good practice.
“It’s natural to enjoy animal videos and seeing their behaviour - that’s why they’re so popular. But some content or trends, even when they appear light-hearted, may be causing harm to animals. Engaging with these can unintentionally help trends to spread, help contribute to financial incentives for unethical creators, and even encourage others to replicate poor practice with more animals.”
Before you like, share or follow…
Be cautious of content that may include:
• Viral trends that involve scaring animals for reactions, such as loud noises, pranks, props or sudden movements
• Pets showing signs of discomfort or unnatural behaviour
• Animals in costumes or situations that restrict natural movement
• Content filmed in extreme weather or uncomfortable conditions
• Feeding animals inappropriate or unsafe food
Ashleigh added: “You should also be mindful when vulnerable animals are involved, including very young, pregnant or nursing animals, or those with physical traits linked to health concerns - such as flat-faced dogs and cats, where signs like heavy panting or snoring may look comical or harmless, but can indicate breathing difficulties.
“Animals who have been bred with exaggerated physical traits are highly susceptible to welfare problems because of their looks. When these animals are featured on social media, in advertising, or by celebrities and influencers, this can inadvertently encourage other people to acquire similar breeds - often without understanding the harms they suffer due to their physical appearance, the additional care needs or associated veterinary costs.
The RSPCA also warns against engaging with content that may be designed to provoke strong reactions for attention, sometimes known as “rage-baiting”. In these cases, liking, sharing or commenting can unintentionally increase visibility. Instead, social media users are encouraged to report concerns to the relevant platform, or contact the RSPCA or police if they believe an animal may be at risk.
Questions to ask yourself before engaging with pet content:
• Does the animal look relaxed and comfortable?
• Does the animal appear to have choice and control in what’s happening?
• Does the content promote or glamourise exaggerate physical traits linked to health issues in animals (such as flat faces, shortened limbs, abnormal features etc)
• Could this encourage others to copy behaviour that may not be appropriate or safe?
• Is there any sign the animal may have been pressured, stressed, or trained through aversive methods?
