Fake rescues for views: a social issue

We have all seen them: videos or images showing the rescue of an animal, be it a dog, a cat or wildlife. It’s the kind of content that makes us feel good – but it isn’t always what it seems.

In 2019, eight puppies were found covered in thick tar in Tirur, India, after a barrel of tar had collapsed on them. Their cries were heard by a member of the public and soon the community rallied to help. With some help from Humane Society International/India, they worked for hours to clean the pups and remove the tar with vegetable oil. Their efforts were successful – and went viral.

It was a nice, feel-good story– and, most of all, it was true. However, what followed was concerning. One has to assume that getting stuck in tar is not a daily occurrence for dogs anywhere in the world; yet, after that video went viral, more cropped up – people from different parts of the world filming themselves as they rescued puppies stuck in tar.

HSI/India helped save eight puppies (and their mum) who were trapped in tar in Tirur, India.

When it comes to what posts and videos cross our screens, social media algorithms prioritise content similar to what we have already viewed. Soon enough, scrolling on some phones, it was as though well-meaning animal lovers everywhere could hardly take a few steps outside their front doors without coming across pups trapped in tar. To even the most optimistic observer, it seemed suspicious – but surely, people wouldn’t purposely put animals in danger only for views, would they?

Unfortunately, they would and they do. A recent report released this October – Spot the Scam: Unmasking Fake Animal Rescues – sheds light on the issue of fake animal rescue content on social media platforms.

Fake animal rescue content involves animals being placed in distressing and dangerous situations, such as being trapped, attacked by predators, or left injured, so that the content creator can appear as a hero. These staged rescues are designed to generate engagement – likes, shares, and views – that translate into financial revenue for the creator. Some videos even solicit direct donations from viewers.

Despite growing awareness of this issue, SMACC found that social media companies have been slow to address the problem

The Social Media Animal Cruelty Coalition (SMACC), a group of 29 animal protection organisations, spearheaded the research into this disturbing trend. Over a six-week period, SMACC collected 1,022 links to fake rescue content from platforms such as Facebook, Instagram, YouTube, TikTok, and Twitter/X. These videos were viewed over 572 million times – proof of the immense reach and popularity of this content.

Despite growing awareness of this issue, SMACC found that social media companies have been slow to address the problem. Although some platforms have implemented policies to restrict or remove fake rescue content, the report indicates that these measures are often ineffective. Creators continuously adapt their content to evade detection, and new forms of fake rescue content are emerging all the time.

Nicola O’Brien, SMACC’s Lead Coordinator, stated, “The work of genuine animal rescuers and organisations must be protected from fraudsters online. Every donation given to a fake rescue content creator is one less going to real organisations helping animals in need.”

Image by Geraldine Dukes on Pixabay

“Fake Rescue content is evolving, and creators are increasingly mimicking genuine animal rescue accounts. Social media platforms need to consult with experts and vets, to make sure their policies are effective and implementable by their moderation teams. They require refinement and maintenance by platforms as content creators come up with new ideas for Fake Rescue content.”

The types of content examined in the report range from animals in precarious situations to those needing urgent medical care. Common scenarios include abandoned animals left on the roadside or in rubbish bins, animals seemingly attacked by predators, and animals in distressing health conditions.

In some cases, veterinarians reviewing the videos suggested that the animals may have been drugged or intentionally harmed for the sake of the content. One particularly distressing trend involves videos of mother cats lying immobile while their kittens cry out for attention. These scenes, which veterinarians believe may be staged with drugged animals, often conclude with the mother cat being “rescued” and miraculously restored to health.

“Rescue content, where animals are intentionally placed in danger for online engagement, is a particularly malicious form of abuse and deception”

Another trend involves animals trapped or stuck in objects for extended periods before being “rescued”. In one example, a puppy was filmed with its head stuck inside a bottle for over a minute before the rescuer intervened. The veterinarian who reviewed this video raised concerns about the appropriateness of the veterinary care shown in the clip, questioning whether it was staged purely for dramatic effect.

A particularly harrowing subset of fake rescue content involves setting up encounters between prey animals and predators, only to have the “rescuer” step in at the last moment. These videos often depict snakes wrapping themselves around animals such as cats, dogs, and goats, or birds of prey attacking smaller animals. Although the rescues are staged to appear heroic, veterinarians warn that the animals may have already sustained severe injuries or trauma before the creator intervenes.

In other videos, animals are shown with parasites being removed, appealing to fans of “pimple popping” content. Some videos of dogs purportedly infested with ticks are revealed to show beans or seeds stuck to their fur. Another example involves small snakes being removed from the ears of monkeys, with the video intentionally prolonging the action for dramatic effect.

Jill Robinson, Founder of Animals Asia, commented on the report, saying, “Social media wields significant influence on the public, capable of both educating and spreading harmful content. Fake Rescue content, where animals are intentionally placed in danger for online engagement, is a particularly malicious form of abuse and deception.

“Unfortunately, many compassionate individuals unknowingly contribute to this problem by sharing and interacting with these videos.We strongly urge social media platforms to take decisive action against all forms of animal cruelty by implementing effective monitoring systems that swiftly detect and remove such harmful material. Public awareness is also vital in identifying and combating this type of content.”

Identifying Fake Rescue Content

SMACC encourages viewers to remember the A.R.C. framework when assessing potential fake rescue content. The framework stands for Authenticity, Reality Check, and Creation – three critical areas to consider before engaging with or donating to a rescue video.

• Authenticity: Check whether the content is associated with a legitimate animal rescue organisation. If there are no follow-ups on the animals’ welfare or the same individual is constantly rescuing animals in similar circumstances, the content may be staged.
• Reality Check: Consider whether the scenario presented in the video seems too coincidental or staged to be a genuine random encounter.
• Creation: Look at how the video is filmed. Is there a delay in assisting the animal for the sake of filming? Are there multiple camera angles or clear edits?

The post Fake rescues for views: a social issue appeared first on Dogs Today Magazine.

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