On Monday, September 18, 2023, the Animals Low-Welfare Activities Abroad Act received Royal Assent, officially becoming law in England and Northern Ireland. Introduced by Angela Richardson MP and Lord Black of Brentwood, the Bill attracted cross-party support to end the promotion and sale of activities abroad that subject animals to suffering and exploitation for human entertainment. This article provides an in-depth analysis of how this new law will reshape marketing strategies and details the proactive measures the industry can adopt to combat animal cruelty within the UK.
On Monday, September 18, 2023, the Animals Low-Welfare Activities Abroad Act received Royal Assent, officially becoming law in England and Northern Ireland. Introduced by Angela Richardson MP and Lord Black of Brentwood, the Bill attracted cross-party support to end the promotion and sale of activities abroad that subject animals to suffering and exploitation for human entertainment. This article provides an in-depth analysis of how this new law will reshape marketing strategies and details the proactive measures the industry can adopt to combat animal cruelty within the UK.
The Real Cost of Animal Attractions
Riding elephants, photo shoots of cuddling wild animals and swimming in pools with dolphins are all part of the human spirit that seeks new thrills. But unbeknownst to many, the animal tourism industry inflicts unnecessary suffering on millions of animals worldwide, often highly endangered species. Dolphins beach themselves for an applause, ostriches are exploited for sport, while big cats are drugged and declawed for a selfie. Save The Asian Elephants (STAE) reports that over 1,200 UK companies currently promote nearly 300 overseas attractions involving cruel treatment of Asian elephants alone. While the UK lacks jurisdiction to prohibit these activities abroad, it does possess the authority to ban their sale and promotion domestically. The IPM breaks down how this legislation will affect promotional marketing strategies and next steps for the industry to take a stand against animal cruelty.
The Real Cost of Animal Attractions
Riding elephants, photo shoots of cuddling wild animals and swimming in pools with dolphins are all part of the human spirit that seeks new thrills. But unbeknownst to many, the animal tourism industry inflicts unnecessary suffering on millions of animals worldwide, often highly endangered species. Dolphins beach themselves for an applause, ostriches are exploited for sport, while big cats are drugged and declawed for a selfie. Save The Asian Elephants (STAE) reports that over 1,200 UK companies currently promote nearly 300 overseas attractions involving cruel treatment of Asian elephants alone. While the UK lacks jurisdiction to prohibit these activities abroad, it does possess the authority to ban their sale and promotion domestically. The IPM breaks down how this legislation will affect promotional marketing strategies and next steps for the industry to take a stand against animal cruelty.
“The aim of this act is to steer people away from so-called ‘animal attractions’ where animals suffer enormous cruelty to make them obedient enough for tourists to ride, swim with, or be entertained by.”
Lord Black
The passing of this Bill is due to the tireless efforts of Save the Asian Elephants and its CEO, Duncan McNair. Not only did he devise the concept of the Bill and draft the original version, but also handed a petition to No. 10 Downing Street signed by 1.2 million people, calling for a ban on UK firms marketing holiday venues that specifically exploit elephants. Asian elephants and their babies, in particular, suffer from unimaginable cruelty. Last week, the Wildlife Friends Foundation Thailand released a picture of Pai Lin, a 71-year-old female elephant whose spine has become disfigured after 25 years of working in the tourism industry. Being forced to carry up to six tourists at a time has caused irreversible physical damage to her spine.
The passing of this Bill is due to the tireless efforts of Save the Asian Elephants and its CEO, Duncan McNair. Not only did he devise the concept of the Bill and draft the original version, but also handed a petition to No. 10 Downing Street signed by 1.2 million people, calling for a ban on UK firms marketing holiday venues that specifically exploit elephants. Asian elephants and their babies, in particular, suffer from unimaginable cruelty. Last week, the Wildlife Friends Foundation Thailand released a picture of Pai Lin, a 71-year-old female elephant whose spine has become disfigured after 25 years of working in the tourism industry. Being forced to carry up to six tourists at a time has caused irreversible physical damage to her spine.
This is not just animal welfare, as animals treated with such abject cruelty can often themselves become highly dangerous to humans. Helen Costigan, whose 20-year-old sister Andrea died tragically on a visit to Thailand in 2000 when a mistreated bull elephant named Silver charged her at the Nong Nooch resort in Thailand. Despite the fatality, the resort continues to host elephant and tiger shows in close proximity to schoolchildren, with no significant changes to its practices. Reflecting a disturbing pattern, a similar tragedy unfolded recently on April 4th, 2024, at Kafue National Park in Zambia, when an 80-year-old tourist was again tragically killed by a charging bull elephant. The event is captured in a harrowing video that has since circulated widely. These incidents demonstrate the urgent need for reform in wildlife tourism practices.
This is not just animal welfare, as animals treated with such abject cruelty can often themselves become highly dangerous to humans. Helen Costigan, whose 20-year-old sister Andrea died tragically on a visit to Thailand in 2000 when a mistreated bull elephant named Silver charged her at the Nong Nooch resort in Thailand. Despite the fatality, the resort continues to host elephant and tiger shows in close proximity to schoolchildren, with no significant changes to its practices. Reflecting a disturbing pattern, a similar tragedy unfolded recently on April 4th, 2024, at Kafue National Park in Zambia, when an 80-year-old tourist was again tragically killed by a charging bull elephant. The event is captured in a harrowing video that has since circulated widely. These incidents demonstrate the urgent need for reform in wildlife tourism practices.
“The elephants are not to blame. Complex and noble creatures, they should be allowed a natural life where, as the ‘mega-gardeners of the forests’, they nourish and sustain them for the benefit of all creatures and mankind, helping to reduce our carbon output and combatting climate change.”
Helen Costigan
“The elephants are not to blame. Complex and noble creatures, they should be allowed a natural life where, as the ‘mega-gardeners of the forests’, they nourish and sustain them for the benefit of all creatures and mankind, helping to reduce our carbon output and combatting climate change.”
Helen Costigan
New UK Legislation for Marketers
With the enactment of the Animals (Low-Welfare Activities Abroad) Act, marketers must carefully align their promotional activities with new legal standards. Traditional promotional campaigns that feature activities involving animal exploitation, such as elephant rides or dolphinariums, should be revised or replaced with alternatives that prioritise responsible tourism practices, such as Chang Chill in Thailand, which advocates for observation-only animal interactions. The Thai government’s support for view-only sanctuaries suggests a possible global shift in attitudes. However, distinguishing between ethical and problematic wildlife experiences remains an industry challenge, highlighting the importance of clear guidelines. The Secretary of State at (DEFRA) is now responsible for introducing bans on specific activities, which is likely to include Asian elephants, apes and clinging primates, big cats, reptiles, equines, marine and avian life.
New UK Legislation for Marketers
With the enactment of the Animals (Low-Welfare Activities Abroad) Act, marketers must carefully align their promotional activities with new legal standards. Traditional promotional campaigns that feature activities involving animal exploitation, such as elephant rides or dolphinariums, should be revised or replaced with alternatives that prioritise responsible tourism practices, such as Chang Chill in Thailand, which advocates for observation-only animal interactions. The Thai government’s support for view-only sanctuaries suggests a possible global shift in attitudes. However, distinguishing between ethical and problematic wildlife experiences remains an industry challenge, highlighting the importance of clear guidelines. The Secretary of State at (DEFRA) is now responsible for introducing bans on specific activities, which is likely to include Asian elephants, apes and clinging primates, big cats, reptiles, equines, marine and avian life.
“This act sets up a series of offences relating to the promotion of animal attractions that do not meet UK animal welfare standards. This legislation is one of the first in the world and it is crucial that marketers are aware of it.”
Lord Black
For the Love of Wildlife
Animal tourism is a complex industry as it can be both detrimental and essential in preserving endangered biodiversity and ecosystems. The Thai government’s support for observation-only sanctuaries signals a possible shift in attitudes towards animal tourism. These changes do not signal its end but rather the beginning of a new era characterised by kinder, safer, and more informed wildlife tourism practices. As advocates for animal welfare, it is incumbent upon IPM to support and uphold the principles enshrined in the Animals (Low Welfare Activities Abroad) Act. The IPM will actively engage with UK government and industry to set a precedent and communicate this ban effectively. This cause needs a hero and partnering with Save The Asian Elephants could drive impactful change for animals while making a memorable mark on the shelves. After all, what could be more disruptive than an elephant in a supermarket?
For any further questions about this act and its implications, please feel free to reach out to contact@theipm.org.uk for legal inquiries and savetheasianelephants@stae.org for more information on animal welfare and support initiatives.
For the Love of Wildlife
Animal tourism is a complex industry as it can be both detrimental and essential in preserving endangered biodiversity and ecosystems. The Thai government’s support for observation-only sanctuaries signals a possible shift in attitudes towards animal tourism. These changes do not signal its end but rather the beginning of a new era characterised by kinder, safer, and more informed wildlife tourism practices. As advocates for animal welfare, it is incumbent upon IPM to support and uphold the principles enshrined in the Animals (Low Welfare Activities Abroad) Act. The IPM will actively engage with UK government and industry to set a precedent and communicate this ban effectively. This cause needs a hero and partnering with Save The Asian Elephants could drive impactful change for animals while making a memorable mark on the shelves. After all, what could be more disruptive than an elephant in a supermarket?
For any further questions about this act and its implications, please feel free to reach out to contact@theipm.org.uk for legal inquiries and savetheasianelephants@stae.org for more information on animal welfare and support initiatives.
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