21–27 September 2026
Report It! Week 2026
Connecting Globally to
End Online Animal Cruelty
Add your voice and call on Meta to do better
Thank You for Being Part of Report It! Week 2026
Report It! Week 2026 brought together organisations, advocates and individuals from around the world to raise awareness of online animal cruelty and encourage meaningful action.
From sharing educational resources and reporting guidance to raising awareness across different languages and communities, participants helped bring the message to a wider audience.
Although the campaign week has ended, the work continues. Recognising harmful content, avoiding engagement that amplifies it, and reporting animal cruelty remain important actions we can take every day.
Together, we can #ReportIt2EndIt
A week shaped by collective action.
Thank you to all SMACC members, partner organisations, non-member organisations, and individuals who came together for Report It! Week 2026. Your contributions helped bring the message further across communities, platforms and languages.
Report It! Week may be over, but you can still take action. Explore the resources below to learn more about online animal cruelty and how you can help.
Keep the Conversation Going
ONLINE ANIMAL CRUELTY: THE FACTS
HERE’S AN EYE-OPENER
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MORE THAN 100 BILLION VIEWS
Online animal cruelty content generates more than 100 billion views every year. More than half of the content analysed by SMACC shows direct physical abuse, and 32% of the animals featured are endangered species.
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ENGAGEMENT HELPS CONTENT SPREAD
Every view can increase a video's popularity, making it more likely to be recommended to other users. Popular content can also be monetised, creating an incentive to produce more
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CRUELTY ISN'T ALWAYS OBVIOUS
Animals may be frightened, teased, deliberately placed in dangerous situations, or exploited for the camera. Some content is presented as entertainment, “cute” animal content, or even rescue.
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FAKE RESCUES ARE A REAL PROBLEM
In just six weeks, SMACC identified more than 1,000 links showing fake rescue content, which had been viewed more than 572 million times.
WHAT HAPPENS ONLINE CAN AFFECT ANIMALS OFFLINE
SMACC's research and reporting work shows how online content can contribute to the exploitation of animals for attention, entertainment, and profit. Its database and reports are used to identify patterns and push platforms to address cruelty content.
What we watch, like, comment on, and share can influence what gets seen next. Before engaging with animal content, stop and think about what the animal may be experiencing, and whether your engagement could help the content spread.
Report It! Week is more than a campaign. It’s a global movement to help make online spaces safer for animals.
Together, we can #ReportIt2EndIt | Every action counts
ARE YOU AN ANIMAL PROTECTION ORGANIZATION?
Help us spread the word about Report It! Week. Contact SMACC to access the campaign pack. Please email smacc@asiaforanimals.com