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In recent years, traders in west Africa have used social media to advertise wild meat directly and connect with customers. Platforms like TikTok and Facebook act as online storefronts linked to physical markets, enabling sellers to reach much larger audiences than they would have by selling at traditional stalls. This change is bringing new, often urban, buyers into the market and altering how wild meat is sold and the overall scale of the trade. A screenshot of a wild meat TikTok channel. Supplied We are wildlife researchers studying the trade in wild animals in west Africa.

For decades the area surrounding the serene and picturesque Jozini Dam and Pongola Nature Reserve has been a tourist mecca, drawing well-heeled local and international visitors keen on seeing nature at its best, including cruises to watch elephants grazing and to spot rare species. Luxury lodges and hundreds of workers depend on the viability of the local tourist attractions and a constant stream of high-spending visitors.

Pangolins (Order: Pholidota) are considered a very rare and threatened group of mammal taxa, and are widely recognized as the most trafficked mammals globally. In recent years, Africa has become an increasingly important source to supply demand, particularly from Asian markets. However, the extent and scale of the trade within South Africa remains poorly documented. Our study aimed to investigate the extent of the illicit trade in the Temminck’s pangolin (Smutsia temminckii) in South Africa between 2016 and 2024.