Elephant 'selfies': Evaluating the effectiveness of Instagram's warning of the potential negative impacts of photo opportunities with wild animals.

Wildlife tourist attractions offering opportunities to observe, touch, and interact with wild animals, are visited by millions of people every year. Wildlife tourism has considerable economic value in many countries and can have positive impacts on wild animal populations (e.g. through habitat protection); it can also have negative impacts on population conservation and individual welfare (due to, e.g. habitat encroachment, disturbance, or disease). The recent phenomenon of 'wildlife selfies' shared on social media may seem harmless but can involve animals illegally or unsustainably captured from the wild, kept in poor conditions, or subject to cruel treatment. To address this issue, Instagram introduced a pop-up alert system that is triggered when users search for wild animal selfie hashtags (e.g. #elephantselfie), warning of the potential negative impacts of wildlife selfies on wild animals. Using elephant selfies as a case study, we found that Instagram's alert was triggered by only 2% of 244 elephant selfie-related hashtags tested. By comparing three pairs of similar hashtags (one of each pair that triggered the warning and one that did not), we were unable to detect a consistent difference in the type of post using each of the hashtags, the popularity of posts, or the sentiment of viewer comments. The warning is not shown when posting an image, or if a post is viewed directly by a follower, only if the post is encountered via a hashtag search. Currently, what is portrayed on social media appears to be inconsistent with apparent recent shifts in social acceptibilty regarding tourism, particularly as concerns direct contact between tourists and elephants. Instagram's wildlife selfie initiative was commendable but given its apparent lack of effect, we urge Instagram and other social platforms to do more to prevent harmful content from being posted on their platforms and to promote fair, ethical and sustainable interactions between wild animals and people.