Social media influencers’ bad behavior with marine wildlife is risky for animals, too (commentary)

A great white shark.
Image by Pterantula (Terry Goss) via Wikimedia Commons (CC BY-SA 3.0).

From Mongabay

Social media accounts which showcase close encounters with marine wildlife — from whales to white sharks and manta rays — have become common and popular.
A distinctive feature of these is the presence of people in the images, where the focus is frequently on the individual near – or sometimes in direct contact with – the species: the main subject is not the animal itself but the human interacting with it, which puts both people and wildlife at risk.
“In these experiences, what many of us often seek – a unique connection with a species different from our own – overlooks a fundamental principle: marine wildlife does not need our friendship, but rather our protection,” a new op-ed argues.

Many of us have likely come across that viral video on social media – a young woman touching the back of a large, possibly pregnant, great white shark, swimming alongside it for about 10 seconds.
The woman in question, Ocean Ramsey, has two million followers on Instagram and has been capturing attention by demonstrating that when approached in a certain way, sharks are not a threat to humans.

But this is just one of many social accounts that showcase close encounters with marine wildlife.
Seeing images of people swimming alongside giant sperm whales resting vertically with their calves, floating among groups of nurse sharks, or stroking manta rays has become more common than ever before.
While there is an initial fascination in witnessing a human swim peacefully next to what many consider their worst nightmare, or treating a giant like a pet, it raises important questions about the real purpose of such interactions.
Moreover, can we be certain that encouraging this shift from fear to confidence is having a net positive effect on the protection of both species involved – humans and wildlife?

In a world where over 60% of the global population uses social media, several studies have demonstrated that these platforms can be powerful tools for conservation communication, helping to inform, educate, and drive engagement.
Accounts like those of Oceana (with three million followers) and Ocean Conservancy (with over 460,000 followers), for instance, share daily sea life images, promoting awareness campaigns, interviews with experts and communities, and encouraging concrete conservation actions.

 

Screenshot of video posted to Instagram by shark tourism operator Jim Abernethy, where a diver touches a shark, September 6, 2024.

However, marine conservation programs are not the only ones publishing marine wildlife content on these platforms.
Many tourism operators and commercial brands also capitalize on this trend by offering unforgettable wildlife encounters and products related to marine life.
Finally, there is a grey area occupied by influencers – individuals with large online followings who promote their personal brand while advocating for ocean conservation.
Often coming from backgrounds in marine biology, sports or related fields, these influencers sometimes offer workshops and courses or sell trips that promise controlled interactions and eco-sustainable travel.
They also frequently support themselves financially through secondary commercial activities, endorsing a wide variety of products, from scuba diving equipment to sunscreen brands.

The distinctive feature of these types of influencers is their presence in the images, where the focus is frequently on the individual near – or sometimes in direct contact with – the species.
Thus, the main subject is not the wild animal itself but the human interacting with it.
Certainly, this anthropocentric perspective is not new, as images of humans with wildlife have been captured since the very inception of photography.

However, the advent of platforms like Instagram, Facebook, and TikTok has greatly facilitated the global sharing of such content.
With their large following, influencers could play a significant role in raising awareness among a broad audience about issues affecting certain species (e.g., overfishing and plastic pollution), and in reshaping the public perception of animals like sharks, which are often misunderstood and demonized.
However, there is a risk that, in some cases, oversimplification of concepts – even with good intentions – can lead to misinterpretation.
For example, certain animal behaviors may be anthropomorphized in an attempt to make them more relatable to human emotions, potentially underestimating the complexity of the species.

Due to their reliance on capturing extraordinary moments to sustain their livelihoods, influencers may often disregard basic safety guidelines.
This issue was highlighted in a 2021 study, which was based on interviews with tour operators offering wildlife experiences with humpback whales in Niue, New Zealand fur seals, and bull sharks in Fiji.
The study found that, even when observation guidelines were clearly established and well-regulated, influencers and photographers frequently ignored basic safety rules to achieve the “perfect shot,” posing significant risks to the safety of both operators and other participants.

The spread of aesthetically pleasing images of marine species, along with the implicit promotion of certain types of interactions, is also driving demand for such experiences among followers.
A striking example of social media’s impact occurred in Mexico’s Sea of Cortez in 2021, where a pod of orcas was filmed over several days by local influencers.
Dramatic footage, including scenes of a dolphin being tossed into the air during a hunt, went viral, sparking increased interest in the species in this region.

 

Screenshot of social media post by shark biologist Dr.
David Shiffman, where a diver touches a shark, 2019.

While tourism involving cetaceans like sperm whales is regulated under NOM-131-SEMARNAT-2010 in Mexico, there is currently no clear management plan for orcas, and guidelines for appropriate behavior around them remain lacking.
A quick Google search for “swimming with orcas in the Sea of Cortez” reveals numerous companies now offering such experiences.
Although these operators claim to adhere to animal welfare guidelines, a look at tourist photos on Instagram often shows safety distances being ignored, with people too close to orcas, even during hunting activities.

This situation not only puts swimmers at risk but also causes significant energy expenditure for the animals.
In their natural environment, orcas, like other marine species, carefully manage their energy reserves, balancing vital activities such as hunting and nurturing young.
The presence of boats and swimmers disrupts this delicate balance, diverting the animals’ attention from essential tasks to avoid perceived threats.
Over time, these disturbances could have serious cascading effects on their health and survival, particularly if they become frequent.
Despite some coverage by local media, no safety measures appear to have been implemented yet in response to these growing concerns.

The consequences of close interactions with marine wildlife are complex and should not be underestimated.
While scientists continue to struggle with producing concrete evidence of their impact, influencers who promote such interactions often defend their actions by claiming that, if the animals were truly affected, they would simply move away.
However, in a society where we frequently misinterpret the consent of our own species, can we really assume the right to fully understand the reactions of other species?

Meanwhile, the pressure from mass tourism and the desire for close encounters with wildlife continues to grow.
This trend has led to scenes of inappropriate tourism practices, such as the recent crowds observed around whale sharks in the Maldives.
In some cases, these interactions have resulted in accidents, highlighting the risks posed by inadequate management.
For instance, on Australia’s Gold Coast, a whale likely irritated by the group’s proximity threw a tour guide from the water with its tail.
Similarly, a group of divers in the Maldives was attacked by a tiger shark during a dive – a practice that often involves shark feeding.

 

 

This crowd that surrounds a whale shark is likely one result of viral social media posts featuring contact with marine wildlife.
Screenshot of a video posted to Instagram by divingmaldive in June, 2024.

In light of such events, the precautionary principle becomes crucial.
As Burns, MacBeth, and Moore (2011) assert: “If a wildlife tourism action carries a suspected risk of causing harm to animals or their habitat, and there is no scientific consensus that the action is safe, the burden of proof lies with those proposing the action to demonstrate that it is not harmful.”

Before the rise of social media, many of us grew up watching environmentalists and nature enthusiasts like Steve Irwin, who showcased interactions with fascinating and often formidable wild animals.
However, history has demonstrated that some of these figures, despite their expertise, underestimated the real dangers of close encounters with wildlife – sometimes at the cost of their own lives, as in the tragic case of Timothy Treadwell.

Moreover, while in the past we were simply awestruck in front of our televisions, today, with the advent of mass tourism and the proliferation of nature experiences, everyone wants to emulate what we see from our beloved figures.
Yet, in these experiences, what many of us often seek – a unique connection with a species different from our own – overlooks a fundamental principle: marine wildlife does not need our friendship, but rather our protection.