SMACC Global Summit 2025: Foundations

Amanda Yonica - AfA Social Media Animal Cruelty Coalition
Oct 26
4 min read

Safer Digital World for Animals

16–17 October 2025 | Hosted online by the Asia for Animals Coalition

In an age where cruelty can go viral within seconds, the SMACC Global Summit 2025 brought together over 180 advocates, researchers, and digital defenders to address one urgent question: How can we make the internet a safer place for animals?

Over two days of in-depth discussion and collaboration, the Summit laid the groundwork for long-term global action. Hosted by the Asia for Animals Coalition, the event marked a major step for the Social Media Animal Cruelty Coalition (SMACC), moving from documenting harm to driving accountability, policy reform, and cultural change.

Day 1: Setting the Foundations

The first day gathered participants and five speakers who mapped the current landscape of online cruelty: how it spreads, why it persists, and what must change to stop it.

“Online animal cruelty is a global, borderless phenomenon, successful prosecution often requires coordination between multiple countries,” said Nina, representing Lady Freethinker, a SMACC member organisation working on investigations and online cruelty awareness.

Speakers unpacked the reasons behind tech companies’ limited response: weak and inconsistent policies, minimal moderation resources, and a business model built on virality. “These are for-profit companies,” Nina noted. “Animals aren’t their priority, unless the public and policymakers make them one.”

Despite the challenges, hope ran through the discussions. SMACC’s coalition model, linking NGOs, academics, platforms, and policymakers, has already led to meaningful change: improved platform guidelines, data-driven campaigns, and collaboration with investigative journalists and enforcement authorities.

“Progress may be slow, but every connection we build pushes the line of what’s possible,” said Amanda, Coordinator of Social Media Animal Cruelty Coalition and Macaque Coalition.

Participants also joined interactive breakout sessions, where they explored one key question: What’s the easiest step we can take? Divided into four clusters, Platforms, Law & Policy, Campaigning & Public Awareness, and Resources & Support, participants discussed how to integrate work on this issue into their existing activities, identified realistic “quick wins,” and reflected on what support would make those steps easier.

Using a simple, win vs. support-needed quadrant tool, each group mapped actions such as sharing SMACC’s educational materials, aligning internal reporting systems, and planning future collaborations. The session encouraged small, achievable actions rather than large, abstract goals, highlighting that sustainable change grows from collective effort and consistency.

The day’s Q&A dug into real-world dilemmas faced by advocates:

How to raise awareness without amplifying cruelty content,
How to preserve evidence when platforms remove posts,
How to engage with companies that profit from harm.

Speakers urged strategic thinking and care. “Screenshots, saved URLs, and clear documentation can make the difference when evidence is needed,” Nicola explained. And equally important: caring for the people doing this work. Advocates were reminded to protect their mental health by setting limits, using filters or black-and-white viewing, and taking breaks.

“Every interaction feeds the algorithm,” reminded Wiebke from SMACC member organization WTG (Welttierschutzgesellschaft). “If we want to raise awareness with people who comment under the posts, we can message them directly and share information or resources. But of course, this requires more effort and commitment.”

Her insight underscored a recurring theme across the summit, that combating online cruelty isn’t just about taking content down, but about changing behaviours, building empathy, and reclaiming digital spaces for compassion.

Day 2: Deepening Collaboration, Driving Change

The second day of the Summit shifted focus from problems to solutions, exploring how compassion, law, and communication can intersect to create systemic change.

“Violence doesn’t exist in isolation,” said Prof. Rebecca Wong, opening the day with a sobering reminder that cruelty toward animals often coexists with violence toward humans. Understanding this connection is key to reframing animal cruelty as a serious social issue, not a “lesser” crime.

From a legal standpoint, Connie Chiang, Founder of the Taiwan SPCA, stressed that lasting progress depends on reform: “Awareness is not enough, change comes through law.” Digital cruelty must be addressed through modernised legislation, data sharing, and active collaboration between governments and civil society.

Adam Parascandola, speaking from the US for Humane World for Animals, highlighted that evidence and trust form the bridge between compassion and action. “NGOs can’t prosecute, but we can help build stronger cases,” he said, calling for closer partnerships with law enforcement.

SMACC Coordinator Winaya shared experiences working with social media platforms, emphasising that real partnerships take time. “Evidence builds trust, not confrontation,” she said. “Partnership is a process, not a one-off.”

Closing the day, Melody Kwan, social media influencer, reminded participants of the transformative power of stories: “The stories we amplify shape the world we live in.” Responsible storytelling can counteract cruelty and inspire empathy, turning social media into a force for awareness rather than exploitation.

The session recordings are now available on our YouTube channel (@afacoalition) for you to watch here.

Beyond the Summit

The SMACC Global Summit 2025 wasn’t just another virtual event, it was a call for collective responsibility. Across both days, one truth became clear: online animal cruelty is a human problem, reflecting our values, our systems, and our willingness to act.

From cross-border enforcement efforts to legislative advocacy and media accountability, change is already underway. But progress requires persistence and people.

The Summit also marked the beginning of SMACC’s next chapter, with its global network of NGOs, researchers, journalists, and advocates. SMACC continues to push for transparency, stronger platform policies, and public education to end cruelty online.

And the movement continues.

The next SMACC Global Summit 2026 will take place on 18–20 June 2026 in Bali, Indonesia, the coalition’s first-ever in-person gathering.

Under the theme “Building Cross-Sector Collaboration to End Online Animal Cruelty,” the event will unite voices from animal protection, technology, academia, and law enforcement to transform awareness into real-world impact.