Sarah Elliott BVetMed MANZCVS (Feline Medicine) MRCVS
As a vet in the UK, I spend much of my time working at the interface between animals, people, and society.
But often, a vet’s role extends beyond the consulting room or farm gate. Increasingly, I see how society’s expectations influence what industries can – and cannot – do with animals. This influence is often captured in a concept known as “social licence to operate” (SLO).
While the term may sound technical, it has huge implications for animal welfare, and it’s something every farmer, trainer, or animal-related business should understand.
What is “social licence to operate”?
There is no single, universally accepted definition of social license to operate. But in simple terms, it refers to the level of approval or acceptance an industry or organisation has from the community.
The phrase “social license to operate” first emerged in the mining sector in the late 1990s. Mining companies realised that, even if they had all the legal permits, they could not operate successfully if communities opposed them.
Since then, the idea has spread to many other industries: forestry, pulp and paper, energy production, tourism—and now animal-related industries.
Researchers have described SLO as:
- “a community’s perceptions of the acceptability of a company and its operations” (Thomson & Boutilier, 2011).
- “the views of a community that a company or industry is socially acceptable or legitimate” (Raufflet et al., 2013).
Unlike a legal licence, which is granted by government, a social licence is intangible. It exists in the hearts and minds of the public. It can be granted informally – and it can be withdrawn at any time. It’s about trust, transparency, and alignment with community values.
Industries can meet all legal requirements yet still lose their social licence if society perceives their practices as unacceptable. Once public trust erodes, activities may face restrictions, tighter regulations, loss of funding, or even outright bans.
For example, we’ve seen this play out with:
- Whaling – While legal in some nations, global social license for commercial whaling has collapsed due to ethical concerns.
- Battery cages for hens – Widespread public opposition led to legislation and retailer-driven phase-outs across many countries.
- Greyhound racing – In some regions, dwindling social licence resulted in the closure of tracks after public pressure over welfare issues.
In short: the law tells you what you can do, but social licence defines what society believes you should do.
Why does it matter for animal industries?
Animal industries operate under unique scrutiny because animals are sentient beings. Unlike minerals or machinery, animals elicit strong emotional, ethical, and cultural responses from the public.
As consumers gain more access to information – through documentaries, social media, and investigative journalism – industries are increasingly exposed. Practices once hidden from view are now widely discussed online, often judged against modern ethical standards.
If the public believes that animals are being mistreated, industries risk losing their social licence. Conversely, by demonstrating care, transparency, and ethical responsibility, industries can strengthen their legitimacy.
How social license affects animal welfare
The link between SLO and welfare is direct and powerful. Here are a few ways it plays out:
1. Driving welfare reforms
Public expectations often push welfare standards forward faster than legislation. For instance, retailers promising “cage-free eggs” came about largely because consumers demanded higher-welfare options, not because the law required it.
2. Influencing business sustainability
When welfare scandals break – whether it’s undercover footage of poor handling in abattoirs or reports of overbreeding in companion animals – the reputational damage can devastate an entire sector. Maintaining high standards of animal care is not just ethical; it’s vital for long-term viability.
3. Shaping veterinary roles
Vets are increasingly called upon to act as both clinicians and welfare advocates. We advise farms on enhancements to improve animal welfare, consult with racing industries on injury prevention, and speak publicly on welfare concerns. Our credibility helps industries demonstrate their commitment to ethical practices.
4. Encouraging transparency
Social license thrives on trust, which depends on openness. Many industries now publish welfare audits, invite public tours, or livestream farming operations to show accountability. These measures often arise from the pressure to maintain public approval.
Examples: Animals and social licence
Intensive farming
Intensive livestock systems, such as broiler chicken sheds or pig farrowing crates, are efficient but face heavy scrutiny. Veterinary input is essential here – improving ventilation, reducing stocking densities, and developing alternatives to confinement. Without these welfare improvements, the sector risks losing further public trust.
Horse racing
Horse racing has a long cultural history, yet public tolerance is waning in some regions due to concerns over injuries, wastage of horses, and whipping practices. Veterinary-led reforms – such as stricter medication rules, retirement programs, and whip reviews – are vital to retaining its social license.
Zoos and aquariums
Once accepted as entertainment, zoos are now expected to justify their existence through conservation, education, and high welfare standards. Vets play a key role in ensuring these facilities meet evolving expectations.
What happens when social license is lost?
When an industry loses its SLO, consequences can be swift and severe:
- Stricter regulation – the Government may step in with new laws and restrictions.
- Market shifts – Retailers and consumers reject products seen as unethical.
- Industry collapse – Without social licence, activities may cease entirely, as seen with circuses using exotic animals.
For animals, loss of social licence can cut both ways. Sometimes it drives real improvements. But sudden collapse of an industry can also leave animals in limbo, with inadequate planning for their welfare once the system shuts down.
How can industries maintain their social license?
As a vet, I believe the path forward involves proactivity, not damage control. Here are some strategies:
- Listen to public concerns – Community expectations evolve, and industries must stay attuned to shifting values.
- Invest in welfare science – Evidence-based improvements help demonstrate commitment beyond minimum standards.
- Increase transparency – Open doors, share data, and engage with critics constructively.
- Involve veterinarians and ethicists – Independent expertise adds credibility to welfare practices.
- Adopt continuous improvement – Social license isn’t a one-off achievement; it requires ongoing adaptation.
And finally, show genuine care. The public recognises sincerity. Welfare must be part of an industry’s culture, not just a public relations exercise of ‘welfare washing’.
The veterinary surgeon’s perspective
Vets sit at a unique crossroads. We are trusted professionals who bridge science, industry, and public values. Our role in maintaining social license includes:
- Advising industries on best practice in animal welfare.
- Communicating evidence-based perspectives to the public.
- Helping producers and organisations anticipate risks before they escalate.
- Ensuring animals are never reduced to mere economic units but recognised as sentient beings.
By supporting industries to meet community expectations, we can protect both the welfare of animals and the long-term sustainability of animal-related enterprises.
Conclusion
“Social licence to operate” may sound like jargon, but it has very real consequences for animals. It reflects society’s evolving views on what is acceptable, ethical, and sustainable. For industries involving animals, maintaining social licence means taking welfare seriously – not just meeting legal minimums, but aligning with public values and striving for continual improvement.
As a vet, I see this as both a challenge and an opportunity. By engaging openly, advancing welfare science, and placing animals at the centre of our decisions, we can help industries retain public trust while ensuring better lives for the creatures in our care.
Social licence is fragile, but it is also powerful. When respected, it can drive positive change and safeguard animal welfare for generations to come.
Further reading
Stuart et al. (2023) Conceptualising social licence to operate
Discussion