A BBC Africa Eye investigation has uncovered an alleged scam network in Uganda accused of abusing dogs and manipulating emotional social media content to solicit donations from animal lovers abroad.
According to the investigation, individuals operating sham animal rescue campaigns allegedly used injured and distressed dogs in carefully staged videos shared on platforms such as TikTok and Facebook to attract sympathy and financial support from unsuspecting donors, particularly in Western countries.
The undercover report focused on operations in Mityana District, where scammers were allegedly filming dogs in poor conditions and presenting them online as abandoned or critically injured animals in urgent need of rescue and medical care.
One dog identified in the investigation, named Russet, appeared in viral videos showing severe injuries, with viewers urged to donate money for treatment and rehabilitation. However, the BBC investigation claimed the content was part of a coordinated scheme designed to exploit the emotions of animal lovers for financial gain.
The investigation further alleged that some of the operators profited personally from donations while the welfare of the animals remained neglected. Videos were reportedly produced in ways intended to maximise emotional reactions and increase online contributions.
Social media reactions following the investigation expressed outrage over the alleged mistreatment of animals and the exploitation of charitable donors. Some online users questioned the authenticity of several viral rescue videos that appeared professionally filmed despite portraying spontaneous emergencies.
The revelations have renewed concerns about fraudulent donation campaigns on social media platforms and the growing use of emotionally manipulative content to attract international funding.
Researchers have previously warned that online donation scams are becoming increasingly sophisticated across social media platforms, exploiting humanitarian and animal welfare causes to deceive users into making payments.
The BBC documentary has sparked calls for tighter regulation of online fundraising campaigns and stronger oversight of animal rescue organisations operating on social media.