The way in which animals are depicted in advertisements can significantly influence public perceptions of animal welfare, responsible pet ownership, and attitudes towards different species.

Depictions of animals in films, television and advertising should model safe, appropriate and supervised interactions and responsible ownership. Positive portrayals can help educate people about responsible ownership, and how to care for and behave around animals in a respectful and safe manner.

Content depicting unsafe or irresponsible situations may normalise inappropriate or dangerous behaviour. For example, depictions of unsafe interactions between children and animals may encourage behaviour that leads to children or animals being injured and depictions of cats roaming and having kittens can normalise irresponsible ownership.

SPCA is concerned that depictions of specific breeds or species in films, television and advertising can drive high demand without full consideration of their physical, health and behavioural needs.

When specific breeds are featured prominently in films, television, and advertisements, it can create a surge in popularity, leading to an increase in demand. Unfortunately, some breeds or species may not be well-suited to all potential owners due to their unique physical, health, or behavioural needs.

An increase in demand can also drive-up prices, creating a lucrative market for irresponsible breeders and scammers. Where animals are bred in large numbers for profit their welfare may be compromised due to overbreeding, inadequate socialisation and health care, and inadequate screening of potential new owners.

SPCA opposes irresponsible depictions of wild animals as pets in films, television and advertising.

Advertisements, films, and television featuring wild animals as pets (e.g., tigers, monkeys, or reptiles) can encourage people to buy exotic pets. This supports the illegal wildlife trade and may harm the animals, as they often suffer from poor living conditions and lack of proper care. Anthropomorphic depictions of wild animals (e.g. wild animals dressed as people) can lead to the public’s underestimation of their vulnerability as endangered species.

SPCA opposes the use of humour to depict deliberate or accidental harm to animals in films, television, and advertising.

Using humour to depict animal abuse (whether using real animals or those created using AI or CGI animation) sends a dangerous message to the public that animal abuse is acceptable and even amusing and could inspire harmful ‘copycat’ actions.