STUDY: How the animal exploitation industry (mis)uses the term ‘humane’ compared to public perception
There is a disconnect between what is considered or labeled ‘humane’ by animal-use industries and governments, and what the public believes it to mean. In essence, the term ‘humane’ becomes false advertising, deployed to mislead or deceive the public into believing that animals are treated well.
AARON HOFMAN: In the field of animal protection, we often see the words ‘humane’ and ‘euthanasia’ used to describe cruel treatment towards animals. They’re seen throughout agricultural guidelines, corporate marketing, government statements, and news articles. They’re used by animal protection advocates, veterinarians, and the public. But the interpretation of what these words mean — especially the word ‘humane’ — varies considerably by who uses them, and what they’re describing.
The Fur-Bearers, a Canadian wildlife protection charity, commissioned a survey in February 2023 to explore and demystify these words. The online survey of 1,000 Canadian adults was conducted by polling company Research Co. and weighted according to Census figures. We sought to understand how Canadians interpret the word ‘humane,’ who they trust in defining the word, their trust or mistrust of humane labeling programs, their views towards animal sentience, what humane treatment means to them, and if there is an alignment or a disconnect over several practices commonly referred to as ‘humane’ or ‘euthanasia.’ In this article, I’ll present several key insights from the survey and what it means for animal protection, and will demonstrate how usage of the word ‘humane’ is both misleading and disconnected from public perception.
Among the most significant results is that 87% of Canadians believe that animals are sentient (7% disagree; 6% not sure), revealing that public belief is strongly aligned with the science on animal sentience. This belief leads to an ethical obligation to treat animals humanely, respecting their capacities that extend beyond the physical realm. Animals that are intensively farmed may receive the basic necessities to stay alive such as food, water, and shelter; but they are often deprived of other opportunities that are necessary for their health and well-being.
For example, American mink (Neogale vison) are semi-aquatic animals with home territories in the wild that can span several kilometers. Their natural behaviors include swimming, hunting, running, hiding, and socializing. But on Canadian fur farms, mink are kept in 8” by 15” wire cages. As a result of their extreme confinement, mink are unable to engage in their natural behaviors and often develop repetitive, stereotypic behaviors and other abnormalities such as cannibalism and self-mutilation. While their basic survival needs may be met on fur farms, their psychological and behavioral needs aren’t.
The survey data suggests that these conditions are unacceptable to Canadians. Ninety-four percent of Canadians say that it’s important to them that animals have their basic physical and psychological needs met, and 85% of Canadians believe that the humane treatment of animals involves both physical and mental/psychological treatment.
Current practices towards animals across many sectors do not consider psychological needs or the mental well-being of animals as factors under ‘humane treatment’. Our understandings of animal sentience have evolved considerably in recent decades, yet many industry practices, guidelines, and laws governing animal welfare have not. There is a disconnect between what is considered or labeled ‘humane’ by animal-use industries and governments, and what the public believes is humane. Returning to the fur farming example, the fur industry in Canada calls fur farming humane, but the survey found 65% of Canadians disagree with this characterization… In essence, the term ‘humane’ becomes false advertising, humane-washing deployed to mislead or deceive the public into believing that animals are treated well.
There is a clear rejection of prevailing humane narratives when it comes to the treatment of animals. Scrutinizing practices surrounding animal use and questioning the application of terms like ‘humane’ and ‘euthanasia’ are educational opportunities for animal protection organizations, advocates, and the public to challenge existing narratives and advocate for change. To advance animal welfare and ensure that current practices towards animals are aligned with societal attitudes, there is a need to critically evaluate current practices across all sectors and eliminate those practices that are disconnected from the values of today. SOURCE…
RELATED VIDEOS: