A study has revealed significant public concern about animal welfare in U.K. media productions. Researchers surveyed 911 U.K. adult residents to understand awareness levels, reporting capabilities, and desired protections for animals used in television, film, and advertising.

The survey found that most respondents (63%) expressed concern about animal welfare in media productions, with nearly 30% being “extremely concerned.” These concerns centered primarily on stress to animals (29%), falls involving horses (27%), and exploitation of animals for entertainment purposes (16%). When respondents were presented with realistic scenarios of animal use in media, their concern increased dramatically, with “extremely concerned” responses nearly doubling.

At the same time, the study found a critical disconnect between concern and action. While 75% of respondents reported feeling concerned about animal welfare issues they’d personally observed in the media, only 18% had ever reported these concerns. This lack of reporting wasn’t due to apathy: 72% said they would consider reporting welfare concerns, but rather because most respondents (58%) didn’t know where or how to report issues. Even among those who did report concerns, many felt their complaints were dismissed or ignored. As one respondent noted, “You just get fobbed off.” Among the few who received responses to their complaints, only one resulted in concrete action (an advertisement being withdrawn).

Horses and other equines were the most frequently mentioned animals of concern (36%), followed by dogs (16%). The television program “I’m a Celebrity Get Me Out of Here!” was the most frequently cited production raising welfare concerns (22%), with westerns and cowboy films (11%) and “Scared of the Dark” (10%) also commonly mentioned.

Current Legislation Not Safeguarding Animal Welfare

The researchers identified several significant welfare concerns in the industry, including:

• Distress from unnatural filming environments with loud noises, bright lights, and unfamiliar people;
• Animals kept in inappropriate social groupings;
• Long waiting periods in restrictive transportation crates; and
• Exhaustion from repetitive filming and high-pressure environments.

Despite existing legislation like the Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018, the researchers note significant gaps in protection. Current regulations focus primarily on how animals are kept at home sites rather than during productions and lack specificity about training methods, environmental needs, and handler qualifications.

When asked what would reassure them that animals in media are protected, respondents rated the following in order of importance:

1. Suitably qualified trainers and suppliers (95%);
2. Legislation and enforcement (95%);
3. On-set monitoring by an independent assessor (95%);
4. Publishing of industry standards (92%);
5. An accreditation scheme overseen by an independent body (91%); and
6. Public reporting by productions (87%).

Recommendations

Based on these findings, the researchers recommend tighter regulation of animal use in media with proper enforcement. They also propose:

• Independent specialists with industry knowledge involved throughout production;
• Accreditation schemes to ensure appropriate expertise and compliance;
• Clear, accessible reporting processes for public concerns about animal welfare; and
• Public awareness campaigns about animal welfare in media.

This research represents the first part of a larger study, with a second publication forthcoming that will examine industry perspectives on animal welfare in entertainment productions. Advocates should consider pushing for transparency requirements that would mandate disclosure of animal welfare practices in production credits, creating market incentives for improved standards. Collaborative approaches involving industry stakeholders, welfare specialists, and regulatory bodies would help ensure practical implementation of enhanced protections while addressing the specific welfare concerns identified in this research.