New Instagram Filter Designed To Keep Tourists Away From Wildlife

Due to the pervasiveness of social media while vacationing, certain destinations are implementing measures to curb excessive posing for selfies in public spaces. Visit Jackson Hole, the Wyoming city’s travel and tourism board, is joining these efforts. The organization has launched a new Instagram filter to warn visitors about getting too close to wild animals. The “Selfie Control” filter, introduced in August 2024, addresses the growing problem of tourists approaching wildlife for photo opportunities. Such behavior often puts themselves and the animals at risk.

The Wildlife Selfie Problem

As national parks and public lands see increasing visitor numbers, headlines about tourists approaching wildlife for photos have become commonplace. This behavior can lead to dangerous situations for humans and animals, disrupting natural habitats and causing stress to wildlife.

Crista Valentino, executive director of the Jackson Hole Travel & Tourism Board, explained to ABC News the motivation behind the filter, “Many of them are coming without the information of knowing and understanding that these are wild animals, that this is not a zoo, and that these animals need space.”

How The “Selfie Control” Filter Works

The new Instagram filter allows users to select the species they observe from a list of options. It then provides a visual guide to help maintain a safe distance. The camera will remind the user to back up if the animal’s size is too big compared to the filter’s icon before they can snap a photo.

This approach leverages social media technology to educate visitors and promote responsible wildlife viewing practices. Integrating the warning directly into the photo-taking process will influence behavior at the moment when tourists might be tempted to get too close.

The effectiveness of the “Selfie Control” filter in changing tourist behavior remains to be seen. Such efforts have had varying degrees of success, such as Instagram’s 2017 introduction of a wildlife selfie alert system. That system, which triggered warnings when users searched for specific wildlife selfie hashtags, was found to be triggered by only 2% of elephant selfie-related hashtags in one study.

Moreover, the filter’s impact is limited to those who choose to use it. Unaware tourists or those who choose not to use the filter may still engage in risky behavior around wildlife.