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Wildlife Images and Social Media

A vital aspect of many wildlife rehabilitation centres (WRCs) is active engagement with the public in order to seek ongoing support and donations, as well as educating the public. Social media has greatly facilitated the ways by which WRCs can engage with the public. Images posted of wild animals in care are often used to provide updates on the status of specific casualties, raising awareness of important issues, and for attracting attention to posts / support needed, and provide a valuable tool to communicate with the public. It is important that any images of animals in care that are to be used in social media posts are taken:

The purpose of this Code of Conduct is to provide clear guidance for wildlife rehabilitators on taking and using images of wildlife casualties. The rationale for the eight principles included in this code is provided at the end of the document.

A note of the use of images for clinical reasons.

The BWRC recognises the value and benefits of using imaging technology in the assessment, diagnosis, and monitoring of wildlife causalities in WRCs. This code of conduct is focused only on those images used in social media posts, although the principles detailed below apply equally to the use of images taken for clinical reasons where possible.

General principles

  1. No animals should be removed at any time from any enclosure / place of rest for the sole purpose of taking images/filming;
  2. Appropriate PPE should be worn by all persons visible in any posts, especially anyone in direct contact with the animal;
  3. Where possible, handling of animals for the purposes of taking images should be minimised and use only gentle restraint;
  4. Animals in images should be presented in their normal body posture unless images are taken during a veterinary procedure or initial physical assessment;
  5. Images used in social media posts should have a clear explanation of what the image(s) show, and ideally the reason(s) for including the image (e.g. education, financial assistance etc)
  6. Hand-reared animals should be presented in a clear and professional manner i.e. it is clear that they are being reared professionally and not kept as pets. Appropriate PPE should also be worn.
  7. The use of imaging technology / cameras to record images or film wildlife causalities should be associated with a clear Standard Operating Procedure and risk assessment to reduce the inherent risks of cross contamination.
  8. Images that include wildlife casualties should ideally be taken in the WRC environment only (with the exception of recording releases). Images taken of the location and context of rescues (e.g. for gathering evidence, educational purposes) should not be taken in priority of providing immediate care and assistance to wildlife casualties.

Our rationale underpinning the Code

Handling and the representation of wildlife in images

Current best practise in the WR sector is to actively minimise handling of any animal casualty during their residency. Direct physical contact between conscious wildlife causalities and humans is likely to be one of the most stress inducing events that is experienced by them in their lives. Handling stress is also additive to any stress being experienced due to their recent trauma. For these reasons no animal should ever be handled for the sole purposes of taking images. Animals in images should be in presented in their normal body posture. Mammals, reptiles and amphibians should not be held suspended in the air without firm support and / or in a manner that radically alters the animal from its typical resting body posture. It is not appropriate to present images of mammals that are being held by the scruff of the neck with or without support, unless during their capture or during the process of a physical assessment. It is essential that images of wildlife casualties are presented in manner that highlights the message that “all wildlife needs to be kept wild”. Images of people handling wildlife in a manner associated with handling pets, such as overhanding, cuddling, stroking etc. are not acceptable at any time. Where possible, key messages that wildlife rehabilitation requires the input of highly knowledgeable, experienced and trained professionals in partnership with registered vets and veterinary nurses, should be emphasised.

The use of PPE when handling animals in images

It is especially important that all social media images from WRC portray the very highest standards of health and safety and professionalism, and recognising that all wild animals are potential sources of infectious and zoonotic diseases. As with any veterinary or health assessment undertaken in a WRC, the appropriate PPE should be worn at all times when handling a wild animal, including for the purposes of recording images/filming. It is expected that those in direct contact with any animals in any image released or available to the public should be wearing such PPE. Taking images in the WRC should be associated with a clear SOP and risk assessment. This is needed to ensure hat all parties are aware of the routes of cross contamination when using camera technologies in proximity to sick and injured wildlife.

A note on the use of “Selfies” in WRCs

A wildlife “selfie” is an image/video of someone intentionally posing with a wild animal, as opposed to a photograph being taken when the animal is undergoing an assessment or being rescued by which the contact is necessary and not related solely to the purposes of taking a photograph/filming. Wildlife “selfies”, whether they are taken with animals in the care of a wildlife rehabilitation centre, with exotic pets or in the wild have a detrimental impact on public understanding of how to behave or interact with wild animals. The popular wildlife selfie trend, for example, leads to members of the public holding onto young birds and posing with them perched on their fingers or shoulders on social media, further encouraging others to do the same.

British Wildlife Rehabilitation Council (BWRC) Terms and Conditions Individual Membership

1. Associate membership applications

Applications for associate membership will be considered by the BWRC based on criteria such as professional background, relevance to the BWRC’s mission, and completeness of the application. The BWRC reserves the right to refuse applications that do not meet these criteria.

2. Membership payments, renewals, and cancellations

Payment can be made by cheque, BACS, or Standing Order. Please make cheques payable to “British Wildlife Rehabilitation Council” and send them to BWRC, The Gateway 85-101 Sankey Street, Warrington, Cheshire, WA1 1SR. For BACS and Standing Order payments, use the following bank details:

  • Bank Name: CAF Bank
  • Account Number: 00030038
  • Sort Code: 40-52-40

 

To cancel your membership, please notify us in writing by sending an email to [email protected] stating your reason for cancellation. This reason will be recorded for internal use only.

3. Individual associate membership rights and responsibilities

Associate individual non-voting membership of the BWRC does not count as membership for legal purposes. Therefore, Associate Members do not have any voting rights, legal obligations to act in the interests of the BWRC, or any liability to contribute to the assets of the BWRC on dissolution. The BWRC is not liable for any disputes arising between the member and their organisation regarding membership.

Associate Member benefits may change without notice. Members will be notified of any significant changes via email or through updates on the BWRC website.

4. The ten principles of wildlife rehabilitation

As a member of BWRC, you will be dedicated to upholding the highest standards of care and welfare for wildlife casualties. Individual members should adhere to all of the following principles:

  1. High standards of care: I commit to ensuring the highest standards of care and welfare for all wildlife casualties.
  2. Evidence-based practices: I will adhere to professional and evidence-based wildlife care practices.
  3. Compliance and evidence: I will collect and provide evidence to demonstrate compliance with the ten principles.
  4. Random audits: I agree to participate in random audits conducted by BWRC to ensure ongoing compliance.
  5. Timely submissions: I will submit required reports within one month when selected for audit.
  6. Review and feedback: I understand that my compliance reports will be reviewed by BWRC Trustees, and I will receive feedback accordingly.
  7. Audit frequency: I acknowledge that audits will not occur more than once in any three-year period unless a complaint is raised.
  8. Member support: I agree to receive support from BWRC in gathering evidence and complying with the principles.
  9. Captivity of disabled wildlife: We do not condone the keeping of disabled wildlife in captivity. However, for centres that already have captive wild-origin animals due to historical reasons or exceptional circumstances, the following conditions must be met:
  10. Written statements: We will provide a written statement for each animal explaining why it is an exception.
  11. Evolution plan: We will have a written policy outlining our plan to transition to a situation where no wild-origin animals are kept. This includes not replacing any historically captive animals when they die.

 

5. Associate membership benefits

  • Use the BWRC Associate Member logo (not the Associate Organisation logo) for the purposes of self-promotion, but not for the promotion of a wider organisation. You may use the logo on any of your media channels, including your personal website.
  • Show your support for the British Wildlife Rehabilitation Council (BWRC) and its mission
  • Receive our regular newsletter, filled with updates, insights, and expert advice
  • Gain access to BWRC talks, events, and educational opportunities
  • Stay informed about developments in wildlife rehabilitation and conservation
  • Access to members only area on the BWRC website.

6. Terminating membership

The BWRC reserves the right to revoke or decline the renewal of membership if a Member’s actions bring the organisation into disrepute. This includes, but is not limited to:

  • Making public statements that harm BWRC’s reputation.
  • Engaging in unethical or unprofessional conduct.
  • Acting in a manner contrary to BWRC’s values and mission.

Any such decision will be made at the discretion of the BWRC, following a fair and transparent review process.

7. Variation of terms & conditions

These terms and conditions may be revised from time to time. If they are revised, we will post the revised version on the BWRC website and email it to all members. Members will have 30 days to review and accept the revised terms. Continued membership after this period will be deemed acceptance of the changes. Please note that individual membership cannot be changed to Associate Organisation and a separate application for AOM is required in these circumstances.

8. Contact information

For membership inquiries, payments, and cancellations, please contact us at: