Characterizing the illegal trade of carnivores on a social media platform in Iran

Illegal wildlife trade threatens biodiversity globally and has become more accessible through social media, where traffickers reach buyers in minimally regulated spaces. Despite Iran's strategic location on major trade routes, little is known about its wildlife markets, particularly on online platforms and in Persian-language contexts. This study examines the illegal trade of native and non-native carnivores on Instagram in Iran using data from 293 public advertisements posted throughout 2022. Non-native species, such as lions, were more prevalent in the live animal trade, while native species, like red foxes, were more often advertised for their body parts. Trade in native species exhibited a significant seasonal peak in spring and summer, aligning with birthing seasons. In contrast, trade in non-native species showed no significant seasonal trend, suggesting sourcing through international or captive networks. To understand marketing strategies, we conducted a reflexive thematic analysis of Persian-language captions and photos. Four key themes emerged: commodification of wildlife, normalization of captivity, status signalling, and controlled access. Sellers emphasized tameness, luxury appeal, and exclusivity to attract consumers, while rarely mentioning biological traits. The advertisements portrayed wild animals as desirable consumer products, obscuring their conservation status and the ethical implications of using them. Our findings underscore the urgent need for enhanced monitoring in non-English contexts, targeted enforcement during peak seasons, and platform-level interventions to disrupt the online wildlife trade in underregulated regions, such as Iran.