Unravelling the broken promises of the Australian wool industry
THE PROJECT
Four Paws International, Humane World for Animals, and the Australian Alliance for Animals united to expose the ongoing cruelty inflicted on Australian lambs from the practice of live lamb cutting and to showcase the many wool producers who have transitioned to humane alternatives. They engaged in a collaborative project to write a report on The Broken Promise: The Australian wool industry’s failure to end live lamb cutting, and why governments must step in.
THE CHALLENGE
More than two decades ago, the Australian wool industry made a public commitment to phase out live lamb cutting (mulesing) — a painful procedure in which strips of skin are cut from lambs’ rear ends, usually without adequate pain relief. Despite the availability of humane alternatives and the growing number of producers who have successfully transitioned to flystrike-resistant sheep, the practice remains widespread.
Out of sight and largely unknown to the public, live lamb cutting continues to cause suffering to millions of Australian lambs each year. Meanwhile, international brands and retailers are increasingly turning away from wool sourced from mulesed sheep, placing the industry’s global reputation and competitiveness at risk.
THE SOLUTION
We were engaged to collaboratively research and write a high-impact advocacy report to:
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Expose the scale and persistence of live lamb cutting despite industry promises
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Document the growing shift among Australian and international fashion brands and consumers away from wool produced using this method Highlight success stories from farmers who have transitioned to humane, sustainable alternatives and are benefiting from higher returns and market access.
The result was a powerful, evidence-based case for urgent change.
THE RESULTS
The report became a key advocacy tool for campaigns calling for an end to live lamb cutting, used in lobbying, media engagement, and public awareness efforts. It amplified the voices of brands, producers, and welfare experts — demonstrating that a future without live lamb cutting is not only possible but already underway.
This project gave powerful voice to a message that can no longer be ignored: live lamb cutting is outdated, unnecessary, and has no place in a modern, humane agricultural industry.
