Liked to death—following online wildlife suffering

Our world’s wildlife is in crisis. Animals are facing unimaginable suffering, and many species are being driven to near extinction.

Habitat destruction for commercial gain and climate change are well-known culprits. But there is another, largely hidden cause of wild animal suffering — the exotic pet trade to which social media and European consumers are major contributors.

European demand and criminals drive this devastating industry which leads to millions of wild animals being snatched from their wild habitats every year; others are captive bred to fuel demand. If illegally sourced, the animals including mammals, birds, reptiles and amphibians are then smuggled into Europe, with many perishing due to the cruel and inhumane transport conditions.

And on arrival at their new homes none of these animals have guarantees of happy endings. Their distress continues as most owners simply cannot give them the lives and freedom they would have in the wild.

The trade is not only devastating for animals; it destabilises ecosystems and undermines the rule of law. Urgent action is required to close the legal loopholes that support it, reduce demand, and strengthen enforcement.

European citizens are ready for change. According to a 2025 independent market and behavioural research commissioned by IFAW on a representative sample, 84% of those surveyed feel European wildlife protection laws need strengthening.

This report uncovers the role of social media, public concern, and the vital steps decision makers and each of us should take to end the suffering of wild animals inherent to trading and keeping them as pets.