Following from previous research into public opinion on the use of animals in U.K. media productions, this study explores challenges and opportunities for enhancing animal welfare through insights from industry professionals. The research reveals a complex landscape of priorities, barriers, and potential solutions.

The survey and interviews with 87 industry professionals, including animal handlers, production teams, and crew members, uncovered several key findings. Most participants demonstrated a strong commitment to animal welfare, with those directly working with animals showing particularly high motivation for change. Yet significant challenges persist across the industry.

The study identified inconsistencies in animal care across different production types. Documentary productions were viewed positively by respondents, while live entertainment and constructed reality shows raised significant welfare concerns. According to one commissioning editor interviewed in the study, audiences enjoy seeing animals exhibiting natural behaviors rather than being forced to perform, highlighting an alignment between audience preferences and animal welfare considerations.

Time and financial pressures frequently compromise welfare, especially in lower-budget productions and live entertainment. The unpredictable nature of live broadcasts can exacerbate welfare challenges, leaving little room for accommodating an animal’s health or emotional needs. In commercial shoots, directors often push for “one more take” despite animal fatigue, prioritizing production needs over welfare concerns.

Communication breakdowns between animal handlers and production teams were highlighted as a critical factor affecting animal welfare. Responsibility for animal welfare primarily rests with handlers, wranglers, and trainers, with production crews typically deferring to these professionals for guidance. However, this line of responsibility can break down if the animal professional lacks confidence to speak up or encounters negative set culture. Multiple examples from the survey illustrated instances where trainers or wranglers handled animals poorly, including one case where an assistant director stopped a shoot after observing a handler tying a fishing line to a bird’s foot.

Knowledge gaps emerged as a significant barrier to improvement. Many industry professionals reported limited understanding of animal welfare regulations, relying instead on personal ethics and experience rather than formal training. One first assistant director admitted, “I know very little about the legal aspects and the legislation involved in this sort of side of things.” This lack of standardized education contributes to variable quality of care across productions.

There was strong industry support for implementing formal mechanisms to safeguard animal welfare. The vast majority of respondents (87%) supported ensuring trainers and animal suppliers are suitably qualified, while 82% favored a formal certification scheme or accountability structure overseen by an independent organization with animal welfare expertise.

The researchers make several key recommendations:

• Accreditation for animal trainers and suppliers to ensure appropriate species-specific knowledge;
• Implementation of a robust certification scheme to verify and monitor welfare standards throughout production; and
• Greater industry-wide collaboration to address challenges collectively.

The results from the survey and interviews indicate a general feeling that the industry is motivated to provide a safe environment for animals used in productions, although there are significant issues to overcome. The study complements earlier research examining public perceptions of animal welfare in media, which found similar concerns and desire for stronger protections, suggesting alignment between industry and public expectations that could drive meaningful improvement. Combining an insider and outsider approach to change would be a potential tactic for animal advocates.