Concerns about animal welfare are increasing. That’s the good news. More and more people are starting to understand that animals are sentient beings, with rich emotional lives, complex social structures, and their own interests. It’s becoming more widely accepted that they are not just objects to be used for human entertainment, and that depriving them of natural behaviors, environmental enrichment, and species-appropriate social groups can have devastating consequences.
The bad news is that many people often can’t tell when those needs are being met and when animals are being exploited. They just don’t know what different species need, or how certain conditions, like being kept in captivity, being trained to perform unnatural behaviors, or carrying tourists around on their backs, impact the mental, physical, and emotional health of the animals involved.
And unfortunately, the people who exploit animals for profit know this, which is where welfare washing comes in. They know how to convince people that whatever they’re selling is good for the animals involved, that the relationship between the animal and their handler is no different than a dog and their person, or that by participating in this activity, you’re actually helping to contribute to the protection or conservation of the species.
Many people fall for it, and the animals are the ones who suffer.
So what does welfare washing actually mean?
Welfare washing is falsely and intentionally misleading consumers into believing that a product, experience, or facility adheres to a higher level of animal welfare standards than they actually do.
There are many ways that welfare washing shows up in wildlife tourism. Here are some examples:
Misleading or vague language - A business may use words and phrases like “natural,” “sustainable,” or "supports conservation" without providing any concrete information or certifications to back up these claims.
Misuse of the term “sanctuary” - A facility called a sanctuary should be a place where rescued animals receive high-quality lifetime care because they cannot live in the wild due to their injuries or personal history. The term, however, is unregulated and many harmful facilities use it to draw in visitors, while mistreating and exploiting animals for profit.
Misleading images - A business may create an illusion of ethical practices by using imagery that does not reflect the reality of the situation, such as showing a photo of an animal in a spacious, natural area when in reality, the animal lives in cramped and inhumane conditions.
Messaging around “cultural experiences” - Many travelers are excited to learn about and participate in the culture they are visiting. Promoting something as “part of the local culture” can make it feel more acceptable in the moment, even if it’s something that you wouldn’t participate in back home.
Outright lies - Sometimes used in combination with the above strategies, it’s not uncommon to be told outright lies, like “we never drug our animals to keep them calm,” “that means she likes you,” or “pacing back and forth and swinging their head from side to side is a completely normal behavior.”
How to avoid falling into the trap of welfare washing
Do your own research - Understand the types of animal exploitation common in the area you are visiting and the best practices for how to spot and avoid it. Do this research before you arrive, and make sure you are using trustworthy sources.
Choose responsible tour operators - Find a tour operator that clearly lays out their position on animal welfare and doesn’t shy away from it. Ethical companies will be proud of their commitments and want to share their stance. You can find ours here.
Read reviews, but don’t trust them all - As part of your research, you should look to see what others are saying about different facilities or experiences, but understand that many people cannot identify harm or exploitation, and may still leave positive reviews for places that should be avoided. If you see a pattern of concern in the comments though, steer clear.
Stay skeptical - Be very cautious about anything you are being told by someone who is trying to sell you something. People who exploit animals will tell you anything to convince you to hand over your money.
Trust your gut - If it feels even a little bit wrong, it probably is.
What else can you do to help combat welfare washing?
Speak up - If you become aware of a facility or experience relying on welfare washing, let them know that you do not approve of their misleading marketing. Write public reviews to help others who are researching this same location. Let people know who might send other travelers there (e.g. share your concerns with your hotel or hostel, tell your tour guide if you’re on a larger group tour, mention it to other tourists in the area who might otherwise have gone).
Educate others - Share these tips with your friends and family so they too can avoid falling prey to this system of misinformation.
Share trustworthy and responsible options - Promote activities you’re confident meet high welfare standards based on their approval by trustworthy organizations or accreditation bodies (like the Global Federation of Animal Sanctuaries). If you see people asking questions in Facebook groups or online chats about what to do in a certain region, suggest responsible options.
Welfare washing is on the rise because people who exploit animals for profit know that travelers wouldn’t want to participate if they understood the reality of what was happening. By shifting our tourism dollars toward ethical experiences – seeing wildlife in their natural habitats with responsible tour operators and visiting true sanctuaries to support their work protecting animals – we can make welfare washing financially unsustainable. By using our collective voice to speak out against this exploitative tactic, we raise awareness and let the industry know that we won’t stand for it.
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