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Social Media Animal Cruelty Coalition (SMACC)

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In May 2020, members of the Asia for Animals Coalition formed the Social Media Animal Cruelty Coalition (SMACC) with the aim of bringing organizations together to understand, address and end the proliferation of animal cruelty content available on social media platforms. 


SMACC aims to shine a light on the hidden world of animal cruelty content in all its forms, and to lead the way in ending it. SMACC seeks to collaborate with social media platforms in order to end the availability, spread and profitability of cruelty content, and to ensure that there are no benefits to the creation or promotion of cruelty content.


The group was formed as a result of the many enquiries that the AfA network organizations receive from the public about cruelty content, and the lack of significant progress by organizations working in silo to stop this issue. ​​ 

Who we are

SMAC Coalition Members

Click on the logos to be taken to the organization website.

SMACC members

What we do

  • Collect and collate data on animal cruelty content. Our cruelty content data bank forms the basis of the evidence that we use to write our reports and to communicate with the social media platforms

  • Write reports based on the evidence we have collected, to expose animal cruelty on social media platforms

  • Hold ongoing communications with social media platforms including Meta, TikTok and YouTube, about how the situation can be improved and how we can support their work to end online  animal cruelty content

  • Raise public and media awareness about online animal cruelty content and how to identify it

  • Advise the public on how to proceed when encountering animal cruelty content online

  • As a network, we bring diverse organizations together to speak in a unified voice

Data collection

SMACC carries out extensive research into animal cruelty content available on social media platforms. This data is used to build a picture of the worldwide issue on online animal cruelty, is used in reports and is used as evidence in our work with social media companies. 


We used this evidence in the world’s first ever exposé of social media animal cruelty content in 2021.  Public awareness on this issue has grown massively and we are starting to see results for animals. 

With the help of animal lovers who report cruelty content to SMACC, and our fantastic team of volunteers, SMACC maintains the most comprehensive database on cruelty content. Data is turned to action as we expose the worst forms of cruelty, and put pressure on platforms to address the issue.

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Working with platforms

Social media companies hold the power to remove and prevent cruelty content from being shared on their platforms. This is why we strive to work with these companies, to call for changes to their policies, moderation and educational messages to protect animals. 

SMACC collaborates with social media platforms for the following reasons: 


  1. To provide platforms with cruelty content data from our database

  2. To help platforms identify cruelty

  3. To advise on policy adjustments

  4. To become a trusted and valued source of information

  5. To create real long-lasting change for animals, together


Our aim is to foster an open and friendly relationship in order to make change for animals. This does not prevent SMACC from holding a committed position for animals and we will always call for the strongest changes possible. 

Public awareness

All social media users have a role to play in tackling this issue. SMACC has produced a range of easy-to-follow guides to help the public spot cruelty, and crucially, guidance on what to do when they do! Visit our "How you can help" section to find out more.

Supporting animal organizations

SMACC supports not only our member organizations, but any organization looking to raise awareness or take action against  online animal cruelty. SMACC holds a range of materials for public outreach and education, and tools for organization staff to assist in responding to members of the public on the issue. Please reach out to to find out more.

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