The Unseen Cruelty of Fake Animal Rescue Videos: Exploitation for Clicks

Several months ago, we published an eye-opening editorial titled, “The Dark Side of Animal ‘Rescue’ Videos: Animal Cruelty”, where we exposed the disturbing reality of staged animal rescue videos. Our concerns were not just a flash in the pan. Last week, with the recent release of a comprehensive study by the Asia for Animals Coalition (AfA), our claims were further validated.

The report lays bare the exploitation, deception, and cruelty behind these fake rescue videos that continue to proliferate on social media. Today we explore the key findings of that report, explain the tactics behind fake rescues, and provide guidance on how you can recognize and stop supporting these cruel practices.

Unmasking the Reality of Fake Rescues

The concept of “fake rescues” involves staging dangerous or life-threatening situations for animals, only to film their dramatic rescue. Often, these animals are intentionally put at risk by the content creators themselves to create a heart-wrenching narrative that will attract views, likes, and even donations.

According to the SMACC (Social Media Animal Cruelty Coalition) report, more than 1,022 videos were analyzed, showing these fake rescues in action. These videos have amassed over 572 million views—a staggering number that reveals the widespread popularity and profitability of this cruel practice.

The Themes of Deception

The SMACC report categorizes the fake rescue content into several disturbing themes:

1. Abandoned Animals: Videos showing supposedly abandoned animals—usually very young and vulnerable—left alone in harsh environments. This theme made up 30.9% of the fake rescue content reviewed.
2. Trapped/Stuck: Animals are depicted as being stuck in implausible situations, such as in plastic containers, holes, or other objects, constituting 28.8% of the videos.
3. Animal Attacks: Disturbingly, some videos showcase staged animal attacks, where predators are placed in proximity to prey to create a dramatic rescue scenario, often involving great distress and risk to the animals involved.
4. Medical Treatment: Fake medical treatment videos, where animals are shown receiving improper or entirely unnecessary medical care, make up another significant portion of this category.

Each theme shares one thing in common: the suffering and distress of animals are used to manipulate viewers into believing they are witnessing genuine acts of compassion when, in reality, they are watching exploitation for entertainment and profit.

The Hidden Suffering Behind the Scenes

At the heart of these videos is the exploitation of animals, and the toll on their mental and physical health is severe. The SMACC report highlights that the stress caused to these animals can lead to long-term physical and psychological trauma.

In many cases, animals endure repeated filming, where they are intentionally placed back into harmful situations just to re-enact their supposed “rescue.”

Veterinary experts who reviewed some of these videos noted signs of severe stress, anxiety, and potential drugging in the animals. Common indicators included dilated pupils, lethargy, lack of muscle control, and unusual behavior that suggested the use of sedatives. These cruel practices raise ethical concerns about the welfare of the animals involved and the deceptive practices employed by content creators.

Recognizing Fake Animal Rescue Videos

It’s imperative that social media users learn how to distinguish between genuine rescue videos and staged ones. The following indicators from the SMACC report can help you identify when a rescue video is fake:

1. Unlikely Situations: If the scenario looks too perfect or seems highly improbable, it probably is. For instance, seeing the same type of setup—such as a kitten stuck in an impossible-to-reach place—across multiple videos is a red flag.
2. Repeated Faces and Locations: If you notice the same individual or setting being used in multiple videos, it’s a sign that the content might be manufactured. Genuine animal rescues are often spontaneous, and the chances of encountering identical scenarios are minimal. Note that videos that clearly identify identifying features such as faces and names are also a red flag, as the creators are trying to hide their identity.
3. Poor Rescue Technique: Genuine rescuers will prioritize the animal’s safety. If the individual in the video seems more focused on filming than on immediately helping the distressed animal, their motives should be questioned.
4. Lack of Follow-Up Information: Real animal rescue organizations typically provide updates on the animals they save. If there’s no mention of the animal’s condition post-rescue, this could indicate that the “rescue” was staged.
5. Donation Requests: Many fake rescue accounts ask for donations under the guise of supporting their “noble cause.” Be cautious if a video or account heavily emphasizes monetary support without providing transparent information about how those funds are used.

The Financial Motive: Exploiting Compassion for Profit

One of the most troubling aspects of these fake rescue videos is the way they exploit the compassion of viewers. Many of these creators directly request donations from their audience, using platforms like PayPal or cryptocurrency, and often employ monetization tactics to profit from ad revenue.

This money is rarely, if ever, used for genuine animal rescue efforts; instead, it funds the continued abuse and exploitation of more animals.

The SMACC report detailed how even seemingly innocent engagement—liking, sharing, or commenting on these videos—can trigger social media algorithms that promote the content further. In doing so, compassionate viewers unintentionally boost the popularity of these cruel practices, encouraging creators to produce even more of this content.

How You Can Take Action

So, what can you do to help put an end to this cruel trend? The answer is simple: stop the cycle of engagement. By recognizing and avoiding these fake rescue videos, you can help reduce their spread and impact. Here are some ways you can contribute to fighting this issue:

1. Don’t Engage: If you come across a video that seems suspicious, do not like, share, or comment on it. Engaging with these videos only amplifies their reach and encourages the creators.
2. Report the Content: Most social media platforms have options to report videos that involve animal cruelty or suspicious behavior. Use these tools to flag the content and notify the platform of its potentially harmful nature.
3. Educate Others: Share information about the tactics used in fake rescue videos with your friends, family, and social media followers. The more people who are aware of these deceptive practices, the less likely these videos will go viral.
4. Support Genuine Rescuers: Direct your time, energy, and donations to verified animal rescue organizations. By supporting the real heroes, you can help make a positive impact on the lives of animals in need.

Social Media’s Role in the Fight Against Cruelty

The responsibility to curb the spread of fake rescue videos doesn’t fall solely on the viewers. Social media companies must step up their efforts to detect and remove such content more effectively. As the SMACC report points out, current measures by platforms like Facebook, TikTok, and YouTube are not sufficient to address the evolving tactics of these creators.

Social media platforms have a moral obligation to protect animals from exploitation by implementing stricter guidelines and monitoring tools to quickly identify and take down fake rescue videos. They must also promote the work of genuine rescue organizations, helping them reach a broader audience and garner the support they truly deserve.

Our Call to Action

As we noted in our original article months ago, the rise of fake animal rescue videos is a troubling trend that preys on the compassion of well-meaning individuals. The findings of the SMACC report only strengthen our resolve to fight against these practices. We encourage all our readers to take a stand against this form of animal cruelty by being vigilant, informed, and proactive.

Together, we can shine a light on the exploitation that lurks behind the scenes of these seemingly innocent videos. We can hold social media companies accountable, support real animal rescuers, and ensure that our compassion is used to genuinely help animals in need—not to fuel the profits of those who abuse them.

For more information on this issue and to revisit our initial findings, read our previous editorial “The Dark Side of Animal ‘Rescue’ Videos: Animal Cruelty”. Let’s continue to stand up for animals, protect them from exploitation, and advocate for a cruelty-free future.