What we won’t do

Because we live and breathe our values

To us, it’s important from the get-go to be clear about our messaging, ethics and direction. So before we go any further, here are our non-negotiables:

  • It's a no from us.

    We will not feature mutilated animals within our content unless for educational purposes inclusive of adverts. This includes cropping and docking unless for medical reasons.

  • Responsible imaging

    We will not glamorise nor encourage the platforming of animals with extreme conformation. This includes brachycephalic animals and exaggerated features such as excessive skin folds, droopy eyes and folded ears as with the Scottish Fold, for example.

  • Evidence and curiosity

    We will ask for evidence of claims being made and make it clear what is opinion and what is fact. It’s important for us to remain curious in an ever-changing landscape.