Photos or videos (hereafter images) can draw the attention of millions of people to non-human primate (hereafter primate) conservation and welfare. However, if the context of the images is inappropriate, unclear, or lost, people
may draw mistaken conclusions about the content. These mistaken conclusions can have unintended, negative consequences for primate welfare and conservation (Aldrich 2018; Wallis 2018; Norconk et al. 2019). The potential for the dissemination of images without appropriate context is a particular concern on social media