One in four people in Wales witnessing animal cruelty online

Kindness Index Video: https://www.youtube.com/watch?v=MqlMFgSgELY 

RSPCA fears social media is desensitising young people to animal harm

One in four people (25%) in Wales have witnessed someone harming an animal online – according to shocking new data from the RSPCA, while reports to the charity about social media animal abuse are on course to hit a four-year high.

The shock new findings come as part of the RSPCA’s landmark Animal Kindness Index, published today (22 July) in partnership with the Scottish SPCA and USPCA.

The Index also reveals that, in Wales:

• 59% of households own a pet – compared to 52% across the UK

• 72% describe themselves as animal lovers – compared to 68% across the UK

• 82% believe animal welfare should be protected by governments through legislation – compared to 84% across the UK

• 79% are finding it more expensive to look after their pet – compared to 78% across the UK.

• And 52% are worried about being able to afford vet bills – compared to 49% across the UK.

• 77% have taken action to help animals in the last 12 months – compared to 79% across the UK.

• Actions taken to help animals across Wales include 51% who’ve fed the birds (v. 47% UK), 32% who’ve donated to animal charities (v. 31% UK), or bought a product from an animal charity, and 30% who’ve created a wildlife habitat (v. 28% UK).

But, across Wales and beyond, the animal welfare charity is particularly worried about the impact animal cruelty on social media is now having on young people – who are disproportionately seeing the content.

According to the Index, across the UK, more than four in ten (43%) 16 and 17-year-olds, and almost one third (32%) of Generation Z (18-24 year-olds), have witnessed cruelty towards animals online.

Since the start of 2020, 2,032 reports have been made to the RSPCA’s emergency line about animal abuse on social media – and the numbers in 2024 are on course to be the highest for four years.

The RSPCA now fears that – without action – widespread exposure on social media to animal abuse risks normalising such behaviour for young people who have grown up spending time online; potentially desensitising them to the horrors of animal cruelty. But the RSPCA’s efforts to instead inspire young people to support the animal welfare cause have been backed by online influencer Esme Higgs (pictured).

To tackle the crisis, the RSPCA is urging social media companies to do more to stamp animal abuse content out on their platforms – and to give its users the confidence to easily call out and report the mistreatment of animals online.

RSPCA Chief Executive Chris Sherwood said: “There’s a growing concern that the proliferation of animal abuse content online risks normalising animal harm, pain and suffering.

“Our lives have been transformed by the internet – but it poses some inherent risks too. We’re deeply concerned by the terrifyingly high numbers of young people now being exposed to images and videos of animal abuse.

“Social media companies must do more to protect young people from being exposed to this content – or we risk further fuelling an animal welfare crisis, at a time when the challenges facing animals are already among the greatest in the RSPCA’s 200-year history.

“Social media giants need to make it easy and obvious for people to report this horrible content, and must prioritise protecting its users from images and videos glorifying animal harm.”

Ofcom, regulators of a new Online Safety Act 2023, will soon consult on what social media companies need to do to deal with animal abuse on their channels – under this new legislation.

The new law recognises animal abuse as being harmful to children. It will require platforms to assess the risk of content depicting animal suffering, and to put in place measures to mitigate and manage the risks it can cause – but the RSPCA wants social media companies to go further.

Chris added: “It’s welcome that the new Online Safety Act recognises the dangers animal abuse content online poses to children, and to all people.

“It’s now vital that Ofcom publishes clear guidance for social media companies, meeting the expectations of the public when this Act was passed that it will deal with the risks animal abuse content poses to users.

“But, whatever the legal obligations, we also want to see social media companies going further – committing to stamping out all animal abuse content on their platforms, and empowering users to be able to quickly and easily report content that is gratuitously violent or harmful against animals.”

One example of footage dealt with by the RSPCA includes a recording of a dog killing wild deer uploaded to Facebook.

The footage, filmed at night in a field illuminated by a lamp, shows a dog chasing a deer until it is caught by the dog by its neck – and the man can be heard on the footage encouraging and praising his dog.

Another clip shared to Snapchat showed a boy deliberately pushing a lamb head first down concrete spiral steps, the momentum somersaulting the lamb down even further.

A vet believed the lamb would have been left with multiple fractures, possible brain injuries, organ damage as well as muscle and skin bruising.

Fears of a ‘compassion gap’ between generations as empathy bandwidth tested

The data is published as part of the RSPCA’s 2024 third annual Animal Kindness Index, in partnership with SSPCA and USPCA – which offers an important snapshot into society’s attitudes towards animals.

The RSPCA fears that young people’s exposure to animal abuse online may already be influencing their wider perceptions of animals, and their place in the world.

The findings of the Animal Kindness Index has raised concerns of a “compassion gap” between the generations – with the people spending most time online, and being most frequently exposed to animal abuse on the internet, also having the least favourable opinions about animal welfare.

 According to the Animal Kindness Index:

• While 68% of all people say they are animal lovers, this falls to 57% for those aged 18-24.

• Generation Z are least likely to have wanted the pets in their household (60% v 65%), and are far less likely than their peers (13% v. 28%) to be directly responsible for caring for any of the pets in their household.

• Those aged 18-24 are also less likely to have taken many actions for animals in their local community – including feeding the birds (29% v 47%), buying a product from an animal charity (18% v. 31%), creating a habitat for their wildlife (13% v. 28%), or sharing a missing pet post on social media (11% v. 17%).

• Generation Z are more tolerant of behaviours that are potentially harmful to animals – like dressing them up for fashion or fun (33% v. 16%), breeding animals with specific genetic problems (14% v 7%), or using animals in entertainment shows on TV (23% v 16%).

And while the cost of living crisis, climate change and a mental health epidemic all remain major concerns in the busy lives of Generation Z, there are concerns that animal welfare risks getting squeezed out as a priority for many young people; with fears the proliferation of animal abuse material online only making the problem worse.

Esme Higgs, 23, a horse riding YouTube influencer with more than one million followers on social media, is enthusiastically supporting the RSPCA’s initiative to inspire young people’s interest in animal welfare. The charity is calling on the next generation to join its million-strong movement for animals.

She said: “Young people already have so much on their collective plates. However, amid the challenges, there’s an incredible opportunity for us to make a positive impact. While concerns about the environment and climate anxiety are common, we have the power to create change and foster hope for a better future.

“Social pressures are significant, but they also connect us in ways that allow for widespread advocacy and support. Social media can be a powerful tool for spreading awareness and driving collective action for causes we care about, including animal welfare.

“Economic difficulties are real, yet they also drive innovation and a sense of community. Despite the cost of living crisis and other financial hurdles, young people are resourceful and determined to build a better world.

“These challenges mean Gen Z is facing a lot, but we are also rising to meet these challenges with resilience and creativity. The Animal Kindness Index shows a potential compassion gap, but I believe young people are more than capable of bridging this gap with their passion and energy.”

Esme, who grew up on a smallholding with three donkeys, believes that the “dynamism and energy” of young people will be crucial in creating a kinder world for animals, benefiting both animals and humankind.

She added: “The RSPCA’s current work for animals needs the enthusiasm and dedication of young people now more than ever. By making changes in our own lives and encouraging broader societal shifts, we can ensure a better future for all.

“Animal agriculture is a major contributor to CO2 emissions, so adopting a healthy meat reduction plan and prioritising higher welfare labels is a fantastic way for young people to help both the planet and animals. Additionally, pets have been shown to improve our mental health by reducing stress and combating loneliness. Taking care of animals can be a rewarding and fulfilling way to find joy and purpose.

“The interconnectedness of animals, people, and the planet is undeniable. Life may be challenging right now, but if Gen Z can find the capacity to care for animals in their busy lives, they’ll not only deliver kindness to our furry friends but also contribute to a better world for all, including themselves.”

More information on the RSPCA’s Animal Kindness Index can be found online.

The animal welfare charity has also published guidance on its own website advising people on what they can if they witness animal abuse.