Towards enhancing animal welfare standards in UK media: Part 1; insights from public opinion and attitudes

Abstract Animals are frequently used in the UK for film, television, and advertising, but numerous stakeholders, including charities and industry representatives, have significant concerns regarding their on- and off-set welfare. However, it is unclear to what extent the public can identify animal welfare issues on screen or whether they know where to report any incidents. This survey sought to answer three research questions: (1) What are the levels of awareness and concern around animals used in TV, film, and advertising among the general public? (2) Do people know where or how to report any concerns? (3) What would reassure people that animal welfare is safeguarded? We have analysed and presented the results from the 911 responses to paint a more detailed picture of where the public is on this issue and what mechanisms for improvement they would support. Overall, the results show a clear concern for the welfare of animals used in the media, especially once they had read the eight realistic scenarios of animal use in the survey. Yet the public feel disempowered to report these concerns and lack trust that positive change will result. There is clearly public appetite for better protection of animals used in the media, particularly stronger regulations, independent on-set monitoring of animals, qualified animal trainers, and an accreditation scheme.