TRAFFIC DEADLY MESSAGINGR E P O R T

November 2015

Illegal ivory trade in China’s social media
Guan Jing, Xu Ling

TRAFFIC REPORTDEADLY MESSAGING

Illegal ivory trade in China’s social media
Guan Jing, Xu Ling

TRAFFIC, the wildlife trade monitoring
network,is the leading non-governmentalorganization working globally on trade inwild animals and plants in the context of bothbiodiversity conservation and sustainable
development. TRAFFIC is a strategic allianceof WWF and IUCN.
Reproduction of material appearing in thisreport requires written permission from thepublisher.
The designations of geographical entities inthis publication, and the presentation of thematerial, do not imply the expression of any
opinion whatsoever on the part of TRAFFIC
or its supporting organizations concerning
the legal status of any country, territory, or
area, or of its authorities, or concerning thedelimitation of its frontiers or boundaries.
The views of the authors expressed in thispublication are those of the writers and do notnecessarily reflect those of TRAFFIC, WWF orIUCN.

TRAFFICChina Officec/o WWF China Programme Office
Room 2616, Wen Hua Gong (Laodong
RenminWenhuagong Dongmen)
Beijing Working People’s Culture Palace
Beijing 100006
People’s Republic of China.
Telephone: (86) 10 6511 6211
Fax: (86) 10 6511 6261
E-mail: traffic.china@traffic.org
Website: www.traffic.org
www.trafficchina.org© TRAFFIC 2015. Copyright of material
published in this report is vested in TRAFFIC.
ISSN 0267-4297
ISBN no: 978-1-85850-389-9
UK Registered Charity No. 1076722
Suggested citation: Guan, J. and Xu, L. (2015).
Deadly Messaging: Ivory Trade in China’s
Social Media. TRAFFIC, Cambridge, UK.
Front cover photograph and credit: African
Elephant Loxodonta africana. Zhang Lv.
Design:ADB Design Studio, Beijing
jihuatang99@163.com© ZHANG LV

Published by TRAFFICTAB L E OF C O N T EN T S

Executive Summary

1

Glossary3

Background5

Methodology

6

Results & Discussions

7

1.Volume of Ivory Advertisement

7

2. Trader Categorization

10

3. Product Categorization

11

4. Price Comparison

12

5. Transaction Flow

13

6. Ivory Transaction Chain

17

Conclusions

19

Recommendations

20

References

21

EXECUTIVE SUMMARY
The rapid growth of Internet technology has not only offered an effective platform for communication,
but also brought convenience and access to information to many people around the world, but it has
also been utilized as a channel for some criminals to engage in illegal activities. In previous TRAFFIC
research, a large amount of endangered species products were observed in domestic e-commerce
and antique/collectable websites in China. As a result of stricter enforcement and managementby the government authorities and concerned websites, TRAFFIC identified that traders of illegal
wildlife products are increasingly shifting from websites to social media networks. These social media
networks offer higher privacy and, thus, represent challenges for enforcement and monitoring.
“WeChat” is a free instant messaging, social networking and content-sharing application for smart
devices which was launched by Tencent in early 2011. As China’s, and even Asia’s, most popular social
media platform, WeChat has now become a major commercial trading platform. It is also used byillegal traders to advertise and sell ivory and other endangered species products. WeChat users canmake use of the public platform, Friends Circle/Moments, for news sharing/forwarding and otherfunctions to post or publish text, pictures or videos of various products, which might include illicit
goods such as endangered species and their products. Until recently, the use of social media platforms
for illegal sales of endangered species products has not been well controlled or acted upon throughadequate law enforcement efforts or effective enforcement tools.
Through online trade monitoring of endangered species, TRAFFIC has found that more and moretraders are shifting their website selling platforms to WeChat in order to take advantage of higher
levels of privacy. In order to get a better understanding of the characteristics of illegal trade inendangered species on WeChat, and to support Tencent and relevant law enforcement agencies tocombat wildlife trade crime effectively, TRAFFIC has investigated 58 illegal ivory traders’ WeChat
accounts by monitoring their Friends Circle/Moments three times a week from May to July 2015.
In this context, TRAFFIC has been using ivory trade as a case study for trade of endangered species
products. The text of advertisements, pictures and videos have been assessed for information related
to illegal ivory trade through WeChat and recorded in detail. This allowed a comprehensive analysisof the processes and key features of illegal ivory trade using WeChat platforms.
The key research results from this initiative are as follows:
1. From May to July 2015, 58 identified WeChat accounts were assessed on 47 occasions, and a totalof 10,650 advertisements of illegal ivory trade, consisting of 57,479 pictures and 580 videos, havebeen recorded. The average number of records per survey has been 227 advertisements of illegal
ivory trade, containing 1,223 pictures and 12 videos. It is, however, very challenging to reliably
quantify the total number of individual ivory pieces on WeChat, because traders offer individual
pieces repeatedly and on various pictures and videos, at the same time – pictures might be swiftly
deleted or removed (without confirmation of actual transaction). Regardless of total amounts, it
can be concluded that trade levels are significant.

ACKNOWLEDGEMENTS
We thank WWF International and the German Polifund project, implemented by GIZ on behalf of
the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German
Federal Ministry for Environment, Nature Conservation, Building and Nuclear Safety (BMUB) for
generously funding our work. Yannick Kuehl, Xiao Yu, Tom Milliken, Steven Broad, Julie Gray andZhou Fei from TRAFFIC are thanked for valuable comments on the drafts of this report. Sammi Li
is thanked for the layout of the report.

2. During the fifth week of the survey, the volume of illegal ivory advertisements dropped markedly
by about 45% due to law enforcement efforts against illegal trade in ivory and other endangered
species products by enforcement agencies and Tencent. As a result, many WeChat dealers havestated that “the wind is too strong” recently (in reference to the strict policy of the WeChat
management). However, during the 13th week, the volume of illegal ivory advertisements again
increased significantly, and some traders even started to establish and publish “backup accounts”
to avoid the effects of blocking or restricting business transactions on current accounts.

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 1

3. According to the commodity types and the frequency of their appearance in advertisements,
ivory traders can be classified into four categories: A. Ivory franchise (13.8%); B. Ivory and otherendangered species products franchise (41.4%); C. Collectables including ivory (20.7%); D. Other
business, including ivory (24.1%).
4. Illegal trade in ivory products through WeChat includes: A. Raw Ivory tusks or pieces; B. Semiworked ivory; C. Worked ivory. Trade in worked ivory comprises about 90% of the monitored
market. However, this does not represent the actual trade quantity because many ivory tusks are
possibly shown in a single photo or video. Generally, only worked ivory has been observed for salein physical or online (website) markets during TRAFFIC’s previous surveys, but through WeChat
channels, raw or semi-worked ivory is also available.
5. The price of ivory varies by type of ivory being sold as follows: CNY9.1±2.2 per gram for raw ivory
tusks or pieces; CNY7.4±3.4 per gram for semi-worked ivory; CNY32.2±10.0 per gram for worked
ivory without carving (generally consisting high-quality ivory material); and CNY29.1±7.9 pergram for worked ivory with carving (generally consisting of lower quality material and carving –e.g. 3D engraving technology). For worked ivory, prices on WeChat were about 25% lower thanthose for similar items found for sale in illegal physical markets in China.
6. The main trading procedure can be outlined as follows: Adding ‘Friends’ -> Advertising -> Pricenegotiation -> Transfer/payment-> Delivery. Traders post ivory photos or videos in the Moments
section of their accounts and other channels on WeChat, in order to avoid Tencent’s inspection;
products are generally labelled with price without negotiation; traders accept payment via WeChat’s
wallet or bank transfer; and in the end, the ivory is delivered through courier companies.
7. The ivory transaction chain on WeChat consists of six steps: raw ivory trading, preliminary
processed, detailed or finished processing, wholesale/retail, agents and end-market.
Based on the above results, TRAFFIC suggests the following recommendations:• Relevant law enforcement and administrative agencies should strictly implement the Criminal
Law Amendment (ix) of the People’s Republic of China, and combat and punish illegal traders who
advertise or otherwise support illegal trade in ivory or other endangered species products throughsocial media platforms.
• Law enforcement agencies, especially Forest Police, should strengthen cooperation with local
police and Tencent to research and develop new technologies and methods for combating wildlife
cybercrime based on the characteristics of illegal online trade in ivory and other endangered
species products.
• As the illegal ivory trade which TRAFFIC is actively monitoring is just the tip of the iceberg in termsof the overall trade in endangered species through social media platforms, TRAFFIC suggests that
Tencent follow the example taken to prevent advertising of drugs, weapons or pornographic goods.
These include the establishment of effective systems for combating and preventing wildlife crime
through social media channels, and the improvement of identification technology for identifying
endangered species products in pictures and videos.
• Tencent and law enforcement agencies should actively combat those traders who apparently
specialize in selling ivory and/or other endangered species products through WeChat, but also
strive to educate others who mainly sell an array of collectables and other commodities to help
them realize the seriousness of such cybercrime in order to stop the ivory trade.

2 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media• Tencent should use its own social media platforms in order to strengthen public awareness forwildlife conservation and strictly prohibit the illegal trade of endangered species products on its
platforms;• As the crucial link between buyers and traders in online trades, courier companies should strictly
implement the relevant rules and diligently check parcels during the pick-up process to prevent
moving any endangered species products inadvertently. Likewise, courier companies should work
to detect endangered species products during the parcel scanning process at distribution centres
and consider the use of sniffer dogs who can detect wildlife commodities at parcel distribution
centres. Training programmes for courier companies to strengthen their internal regulatory
capacity for illegal trade in endangered species products should also be undertaken;• TRAFFIC and other NGOs should make use of their insights and technological experiences tosupport websites and social media managers to strengthen routine monitoring of illegal trade inivory and other endangered species products.
• Tencent should work with TRAFFIC and other NGOs to develop the protocols against illegal tradein ivory and other endangered species products on WeChat, which can be used by other social
media companies.
• The Chinese authorities, Tencent and TRAFFIC should work together to reduce demand for ivory
and other endangered species products through measures that serve to guide and change current
consumption behaviour. This will help effectively implement the Sino-US agreement on “phasingout domestic ivory trade,” which will ultimately serve the objective of protecting African elephants.
• The Chinese model of cooperation between NGOs, social media and e-commerce platform
managers and law enforcement agencies is an effective tool in combating illegal wildlife trade. Thismodel should be replicated in other wildlife trade hotspots and to other relevant social media ande-commerce platforms.

GLOSSARY
Collectables 文玩— slightly different than antiques, typically art pieces that relate to culture or religious elements,
mostly made of wood, plant parts or stone, and possibly animal products;
Ivory 象牙— Elephant ivory;
Ivory Advertisements in Moments 朋友圈象牙广告— the information such as text, pictures, videos and any other forms that meant for ivory productmarketing which are posted by traders via Moments;
Raw Ivory 原牙— whole ivory tusk or pieces without any processing;Semi-worked Ivory 象牙半成品— unfinished ivory products that have been preliminarily processed into simple shapes, e.g. cylinder,
sphere, rectangular and etc.;
Tencent 腾讯— WeChat operator; one of China’s largest Internet service providers. It is also one of the Chinese

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 3

Internet services with the highest number of users, providing a wide range of services, including
social and communication services such as QQ and WeChat; social networking platform -Qzone, QQ game platform, as well as portal website, news, videos, etc.;
WeChat 微信— (Weixin in chinese)-A popular mobile communication app on smart phone, able to send andreceive free text, voice, images, video and location information and other social media functions
as well. WeChat in the report refers to the service in the Chinese rather than overseas market;
WeChat Friends 微信好友
— WeChat contacts after mutual authentication;
WeChat Groups 微信群— A multi-communication function on WeChat, and users in the same group can share text, voicemessages, pictures, short videos through this group even if they are not Friends. They can also
add each other as Friends;
WeChat Moments 朋友圈
— A social communication function on WeChat, which is used to keep in touch with Friends,
family, colleagues and people around. Users can post text, photos, short videos and other forms
of information in their Moments. This information will automatically appear in the WeChat
Moment’s wall, allowing Friends to “comments” or “likes”;
WeChat Moment’s Cover 微信朋友圈相册封面— shown on the top of Moment’s wall, a photo to represent individual personality;
WeChat Name 微信名字
— nickname for identity authentication on WeChat;
WeChat Profile Picture 微信头像— customized photo on WeChat for identity identification;
WeChat Subscription Account 微信订阅号— subscription-based news service on WeChat;
WeChat Shop 微店— an app that helps traders to open online shop, and the shop can be created via mobile number andit could be shared to WeChat Moments with just a click;
WeChat Transaction 微信转账
— a payment method through WeChat;
What’s Up Status 个性签名— a simple personalize statement to be displayed on WeChat profile information;
WeChat User ID 微信号— unique identification number in WeChat system, able to be used to search for Friends on WeChat;
Worked Ivory 象牙成品
— finished ivory, which can be sold directly in an end-market;

BACKGROUND
Illegal wildlife trade is a serious global crime, especially illegal ivory trade: every year, around 30,000
elephants are killed (G. Wittemyer et al., 2014). The Elephant Trade Information System (ETIS) has
confirmed that China, as a major ivory consuming country, plays an important role in the illegal ivory
trade most recently in the comprehensive report to CITES CoP 16 (Milliken T et al., 2012). On 25th
September 2015, the United States of America and China made the joint commitment to enact nearlycomplete bans on ivory import and export (including taking further measures to strictly restrict theimport and export of ivory hunting trophies) and to phase out the domestic commercial trade ofivory.
WeChat, China’s most popular mobile social networking platform today (as of September 2015), has
attracted 650 million monthly active users, covering more than 90% of the country’s smart phones
and directly facilitating sales transactions worth some CNY11 billion. With technological innovation,
WeChat is no longer just an instant messaging tool, but has become a “toolbox” with functions ofcommunicating, social networking, shopping and independent payment, which facilitates many
aspects of its users daily lives.
Since 2012, TRAFFIC has monitored the endangered species trade in 25 domestic e-commerce andantique/collectable websites, tracking eight wildlife product categories-ivory, rhino horn, Tiger bone,
Hawksbill shell, pangolin scales, Leopard, Saiga horn and hornbill casques (Xiao Yu & Wang Jia, 2015).
Ivory products made up more than a half of identified advertisements. TRAFFIC regularly provided
survey results and conducted a series of training initiatives for platform owners or managers who
are responsible for blocking/filtering illegal trade information. These efforts resulted in a significant
decline in the number of illegal online wildlife advertisements which then remained stable at a lower
level after that. The total amount of illegal wildlife product advertisements at monitored sites decreased
from an initial average of around 40,000 posts/month to constantly below 10,000 posts/month. This
represented a decline of about 75%, even though the scope of the monitoring activities was constantly
widened. The number of newly published wildlife product advertisements also dropped from 3,000/
month to less than 1,500/month. Yet, in the further investigation, TRAFFIC found that more and more
illegal traders were shifting to a higher-privacy platform with weak enforcement controls: WeChat.
With restricted visitor access, anonymous exchanges, advantages of solitary payment features, WeChat
has attracted many illegal business dealers who previously operated through traditional websites. In
comparison to traditional websites, the personalized features that make WeChat a preference of forboth traders and consumers are as follows:• Convenient – Able to advertise, browse, communicate and trade commodities on WeChat with
only a smart phone, minimize the time and human capital needed for trading business.
• Targeted – traders can choose to add potential consumers into their contacts in order to precisely
position the target audience;• Covert - All communication and payments have no third-party restriction/control, so illegal trade
is difficult to detect through normal supervision;• High degree of freedom – Advertising and trading cannot be regulated and controlled very well, so
traders can post and delete information freely.
This research will use illegal ivory trade as an example to disclose the status and characteristics ofendangered species trade on WeChat through the monitoring of 58 WeChat accounts. The research
recommendations will be given to Tencent and relevant enforcement agencies so that efforts to jointly
combat illegal trade in endangered species on social media platforms can be taken.

4 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social MediaTRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 5

METHODOLOGYRESULTS & DISCUSSIONS

From 1st May 2014, China had set up a strict management measure on ivory manufacturing andselling in registered locations, and every piece of ivory for sale (regardless of size) must have an ivory
collection certificate to certify legal source. According to the SFA’s 9th Notice of 2015, a total of 34
manufacturers and 130 shops have been approved to process or sell ivory. Any other ivory shop thatis not identified in the document, including WeChat accounts, is considered to be illegal.

During the 13-week research, 58 illegal ivory traders via WeChat were monitored. Information posted
on WeChat was recorded and analysed as below, including the number of ivory advertisements,
product specifications, trader types, transaction methods and chain.

In recent years, from previous surveys on domestic ivory physical and online markets, TRAFFIC
noticed that a large number of illegal traders were making use of WeChat for illegal ivory transactions.
As on WeChat, messaging and browsing posts in Moments can only been done after mutual adding
and approval as “Friends”. In order to carry out further investigation, TRAFFIC investigators had toregister a solitary anonymous user account in WeChat to make “Friends” with traders that had anillegal ivory trading record that had been previously identified through physical market surveys andonline monitoring. The operators of the TRAFFIC’s account pretended to be a collectables/antiquelover to avoid suspicions or being blocked by traders. TRAFFIC’s account also aimed to attract morepotential ivory traders by using common language/terms when frequently updating Moments withcollectable/antique topics (but always making sure that no information was given about endangered
species).
By the end of April 2015, TRAFFIC’s anonymous user account had added 108 contacts and two“collectable lover” groups. All contacts were added separately, so there is no direct link between them.
Then, TRAFFIC selected 58 users as targeted monitoring focus accounts from the 108 contacts, basedon the information/texts shared in their Moments. All of these 58 users had posted at least one ivory
advertisement within the past two weeks.
For 13 weeks, from 1 May to 31 July 2015, TRAFFIC monitored these 58 WeChat users. Surveys
carried out 47 times which included 39 regular checks every Tuesday, Thursday and Saturday andeight random checks. For each survey, TRAFFIC read through all the information released by theuser on Moments within 24 hours of the same day, preliminary identification was done for suspected
endangered species products followed by detailed recording of ivory and other endangered species
trade advertising content, numbers of information, pictures and videos posted, product specifications,prices and sales status, etc.
st

st

1. Volume Of Ivory Advertisement
During the 13-week survey of 58 WeChat trader’s Moments on 47 different occasions, TRAFFIC
monitored a total of 10,650 illegal ivory advertisements including 57,479 pictures and 580 videos. An
average of 227 advertisements had been observed per survey which consisted of 1,223 pictures and12 videos.
Table 1: Average illegal ivory advertisements by 58 traders per survey

Number of

Average

Advertisements

226.6±51.9

Pictures1223.3±274.7

Videos

12.3±8.5

1.1 Volume dynamics over time
During the survey period, illegal traders’ information dissemination revealed significant fluctuations
which were affected by enforcement activities and other external factors (shown in Figure1).

After 13 weeks of the survey, the results were analysed and a report was prepared. The final reportand results of the investigation will be shared with relevant law enforcement agencies and Tencent asa reference for future law enforcement and management.
Since the WeChat system requests mutual authorization and approval before receiving or sending
messages, as well as checking on Moments, users are not able to search using keywords, thus, it is
not easy to establish contact with a large number of illegal ivory traders in a short period of time.
Therefore, the scope of the investigation is limited. The illegal ivory trade on WeChat that TRAFFIC
is monitoring is just the tip of the iceberg, and there are likely to be many more traders. Of course,
some of the pictures posted in Moments are forwarded from the same source/person, hence, it isdifficult to estimate the actual total amount of ivory products being offered on WeChat. Therefore,
this research only focused on the analysis of the nature and characteristics of ivory trade on WeChat,but the quantitative scope needs to be extended.
Figure 1: Dynamics in weekly advertisements of illegal ivory trade posted by 58 traders

6 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social MediaTRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 7

Figure 1 shows the trend of monitoring results for 58 traders three times in a week. Histograms
represent the weekly total number of ivory pictures and videos (both features are combined as they areboth product marketing advertisements but in different forms). In the first four weeks, a high level ofadvertising was observed, ranging from 4,106 to 4,677 and reaching a peak in the 4th week. However,a significant decrease in the fifth week was observed (dropping 38% compared to the forth week)and reaching a lowest point of 2,898. Then the trade volumes increased gradually in the following
weeks and returned to the initial level (e.g. over 4, 000) in the 13th week. On the other hand, the blueline shows the weekly total number of ivory advertisements. Similar to the trend for the number of
pictures and videos, it was stable at a high level from the first week to the fourth week, at around 800
per week. However, it dropped by 45% from 843 in the fourth week to 464 in the fifth week. Then it
grew slowly in the following weeks and again reached the starting level (829) in the 13th week.

B. “Emm, that is for sure. Have you arranged everything? Did you tell him what to say?”
A. “Yup, all arranged and good now. He has been released after the questioning. He is back to work
today. But I am upset because I can’t send the products to you.”
Right: “The wind is very strong recently (strict management)! Photos were deleted. WeChat is blocking
suspicious accounts, so use voice message if you need to get the product, thanks.”© GUAN JING / TRAFFIC

Data indicate a significant decline in the fifth week mainly because many traders were aware of theoperation by the law enforcement agencies and Tencent. On 21st May 2015, Beijing Forest Police
seized two suspects 107 kg of ivory products and 10 ivory processing machines (http://news.sohu.
com/20151013/n423056505.shtml). On 29th May, based on Notice of rectification on illegal wildlife
products content published on WeChat, WeChat’s Public Platform Operation Rules and User Standardsof WeChat’s Moments, a total of 144 public accounts and 232 personal accounts who posted illegal
wildlife product content were blocked and 1,365 posts in Moments were removed (however, none of
the accounts which TRAFFIC was monitoring were blocked). Since then, many traders mentioned
through Moments that “the wind is strong” (referring to strict WeChat management to curtail ivory
trading). On the same day as WeChat’s cleaning operation, the Chinese government made a clear standfor “zero tolerance” towards illegal ivory trade by publicly destroying 662 kilograms of confiscatedivory in Beijing. During the fifth week of the survey (30th May to 4th June), the number of illegal ivory
advertisements and pictures decreases by about 40%, which indicates that the enforcement activity
and cleaning operation had impacted illegal ivory traders. Figure 2 shows that traders discussed andreacted to the operation and communicated the legal risks of ivory trade.

Figure 3: Illegal ivory trader
promoting a backup accountHowever, from the trend in Figure 1, it was observed thatthe amount of advertisements and number of pictures
gradually increased again a few weeks after the operation,by the 13th week it returned to the initial levels. This
indicates that the enforcement activity indeed deterred
the illegal traders for some time, but it did not reallyreverse the situation of illegal ivory trade on WeChat.
The survey also observed that some traders created andpromoted “backup accounts” (shown in Figure 3). In casetheir current active account is blocked, they still can use
this backup account to post illegal information and keep
in touch with consumers.

1.2 The number of advertisements released by different traders
In addition to the analysis of the volume of weekly advertisement, the research also ranked andanalysed the most active traders. Among the monitored 58 traders, 11 (19%) posted more than 40
ivory photos/videos per day on average. These 11 traders make up 59.4% of the total advertisements.
23 (39.7%) traders posted over 20 ivory photos/videos per day on average. Together, these 23 traders
make up 86% of the total advertisements. Figure 4 shows the average upload volume of advertisements,
pictures and videos by these 23 active traders.

© GUAN JING / TRAFFIC

Although the number of advertisements, pictures and videos posted by traders are different, it is not

Figure 2: Reactions to enforcement actions on WeChat by illegal ivory traders

Left: “Caution! Don’t spend your new year in jail. Forest Police and Network Monitoring Bureau
are now combating wildlife cybercrime. They requested to use “zou bao” (another online payment
service) to make traders deliver the products. When the products arrive, they track back to the traders
based on courier and sender information. They have the chat record, “zou bao” link and the product,
which forms a complete proof for sentence. All traders should be aware not to sell ivory in “zou bao”
, otherwise, you might spend your new year in the jail.”Middle: A. “You are right about the Fujian enforcement operation last time! Yesterday the police inFujian came to the courier company and took the delivery guy back for investigation.”

8 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media

Figure 4: Average daily advertisements of the 23 most active traders

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 9

During the survey, a small number of advertisement of dangerous goods were observed, including
controlled knives, (simulate) weapons and etc., which also represents a potential threat to social
security and indicates that organized crime networks are involved in social media wildlife crime.

the only standard to evaluate the scale of illegal ivory trade because each advertisement or picture
may contain different quantities and qualities of ivory. For example, the leading trader used many
photos to describe the details of a small ivory product, as shown in Figure 5a; while other traders
show the multiple ivory products in one advertisement, as shown in Figure 5b. These different waysof displaying/advertising ivory products make it difficult to quantify the total quantity on sale.

Figure 5: Comparison of ivory quantities in individual advertisementsa. Raw Ivory

b. Semi-worked ivory

c1. Worked ivory
without carving

c2. Worked ivory
with carving© GUAN JING / TRAFFICb© GUAN JING / TRAFFICa

3. Product Categorization

Figure 6: Ivory categorization on WeChat

Illegal trading of ivory products on WeChat include three categories:

2. Trader Categorization
Based on the commodity types identified in advertisements, the 58 traders can be divided into fourgroups:a. Raw ivory tusk or pieces;b. Semi-worked ivory;
c. Worked ivory, which is divided into two sub-categories—products without carving, e.g.
bracelets and necklaces, and products with carving, e.g. pendants and figurines.

1. Ivory franchise (13.8%): only ivory products are available in advertisements;
2. Ivory and other endangered species products franchise (41.4%): these traders sold 17 different
types of endangered species products, such as ivory, rhino horn, Tiger bone, Hawksbill shells,
pangolin scale, hornbill casques, Saiga horns, live monkeys or cachalot teeth;
3. Collectables, including ivory (20.7%): those traders sell various collectables together with ivory(e.g. walnut shell craving and amber);
4. Others, including ivory (24.1%): occasionally post or forward a few endangered species
advertisements.
With respect to groups 1 and 2 above (who comprise 55.2% of the total number of monitored traders),
Tencent and the authorities should regard them as primary targets for combating illegal wildlife trade;group 2 offers several kinds of endangered species products, so the enforcement agencies should pay
even more attention to them. With respect to group 3 and 4, endangered species products are more
incidental and are not their major commodities for sale, but they still need to be made aware of theseriousness of wildlife cybercrime (e.g. through advocacy and education programs) and targeted forlaw enforcement action if they persist with illegal sales.

10 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media

Figure 7: The proportion of 4 categories of ivory
products on WeChat

Traders also often post the same products on
several pictures, or they post many similar
pictures – which could show either the same
product or several new products. The variance in
number and type of ivory products is significant,so it is impossible to count the total number
and weight of each category of ivory products
on WeChat. The frequency of each category
is shown in Figure 7. At 90%, worked ivory
products accounted for the highest percentage
of items offered, including 47% worked ivory
without craving and 43% worked ivory withcraving. Semi-worked ivory was observed in 6%of the advertisements, while raw ivory was only
4%. Although raw ivory only appears in 4% of
the pictures or videos, this does not indicate theactual volume, because normally there are many
raw ivory tusks in a picture (for example Figure
6a shows nine ivory tusks in a single photo).

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 11

In the traditional physical markets and websites that TRAFFIC has monitored, only worked ivory canbe observed, but on WeChat there are also raw ivory and semi-worked ivory products on sale.

Table 2: Average monitored prices for different types of ivory products on WeChat

Average price(CNY/gram)Standard deviation Sample size
(CNY/gram)

Raw ivory

9.1

±2.2

n=7

Semi-worked
ivory

7.4

±3.4

n=23

Worked ivory
without carving

32.2

±10.0

n=18

42.3

Worked ivory
with carving

29.1

±7.9

n=29

38.5

4. Price Comparison
Unlike physical markets and other online markets, WeChat Moments’ audiences need to be added
through user authentication. In these WeChat Moments, most users are people with a goodunderstanding to ivory industry, so the posted information content has a relatively high transparency
and reliability. In these circles, many users have a good understanding of the ivory industry, so a
relatively high transparency and reliability of the posted information content was observed. Thus, one
advantage of WeChat monitoring is the transparent access to market prices. Some traders share theprice information for different categories of ivory in their Moments, some even put such informationon their Moments wall cover (see Figure 8).

Average price fromTRAFFIC’s physical market surveys
from 2012 to 2014
(CNY/gram)© GUAN JING / TRAFFIC

Table 2 also shows that the price of non-carved ivory is three times higher than that of the raw
ivory. Transforming raw ivory into worked ivory products requires only simple machine cutting andpolishing. High profits can be achieved during processing and sale – these profits stimulate ivory
traders to take business risks.

© GUAN JING / TRAFFIC

Figure 8: Ivory price information released in Friends circle/Moments

Left: Price list of bracelets & Buddha head(factory outlets)
Right: D=1.2cm, CNY 85
Direct (direct payment) accepted, “zou bao” . No thanks!
The price varies from raw ivory to worked ivory (Table 2). Compared to the results of TRAFFIC’s
previous physical market surveys for illegal ivory products, the overall price of worked ivory on
WeChat is around 25% lower than in physical markets.
The price variance between carved and non-carved ivory is not significant, which mainly resultsfrom the availability and use of numerically controlled 3D engraving technology. These machines aregradually replacing high-cost manual carving (Figure 9). Recently, many ivory carvings are no longer
produced by hand, but by those low-cost engraving machines. On 21st May, ten ivory processing
machines were confiscated by Beijing Forest Police – indicating 3D engraving machines that are
increasingly being used for the processing of ivory. These machine-made products do not carry the
traditional and cultural values of artistic manual carving, but they are cheaper. It should be noted thatthe monitored “worked ivory without carving” generally consist of high quality solid ivory parts andthat “worked ivory with carving” generally consists of lower quality carving (e.g. 3D engraving) andivory materials.

12 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media

Figure 9: Ivory being processed by machine and worked ivory

5. Transaction Flow
The transaction flow for all goods including ivory and other endangered species products is basicallythe same, it consists of the following five steps: Adding ‘Friends’ -> Advertising -> Price negotiation-> Transfer/payment-> Delivery (Figure 10).

Figure 10: WeChat transactions flow

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 13

5.1 Adding “Friends”

Left: Ivory carving: luxury in collective world; Height 33cm, wideth 7.1cm, weight 2041g

Add current and potential ivory buyers as “Friends”. In order to sell ivory in a private space, ivory
traders add more potential ivory consumers through face-to-face communication, WeChat or QQ
group chat, WeChat subscription, Friend’s introduction, forums, websites, blogs and other publicplatforms. Some traders use ivory pictures as their profile picture or add elephant emoji icons on their
WeChat names to indicate that they are processing and selling ivory in their ‘What’s Up’ statement.

Middle: WeChat shop, San Tong, Jelly, Manchu’s art, calling for agents; Put into shopping cart, instantbuy
Right: beautiful stuff, No. 1 trusted
5.3 Price negotiation

5.2 Advertising

If a “Friend” is interested in a particular advertisement in a traders’ Moments section, they will not
directly comment on the advertisement. Traders will also refused to reply to comments, but they willcommunicate through WeChat private messages. Most traders will use “high risk, low profit, hard tofind the resource” as excuse to reject price negotiation (Figure 13). In the process of dealing, voicemessages are used for communication to prevent tracking by Tencent’s keyword monitoring system.

Other than Moments, a lot of traders use
private message, group chat and other channels
to post advertisements. The survey also foundthat additional WeChat functions are used
for advertising, for example, specific productinformation can be hidden in subscription
accounts (Figure 12). Meanwhile, thirdparty apps, e.g. WeChat-shop, Micro-photoand WeChat communities aiming for social
interaction, are also used for ivory advertising.

© GUAN JING / TRAFFIC© GUAN JING / TRAFFIC

Traders usually post ivory pictures or videos in the Moments section, including number, types andother information. Some traders show all of their ivory products, including those sold and for sale inorder to prove their good business reputation.
Some traders as stated above in “4. Price
Comparison” post price details directly in their
Moments section.

Figure 13: Price negotiation method

Left: Notice: Never reply to Moment’s comments. Private messages for communication! Thank you!
Middle: Price for “San Tong”. Low-profit goods, no price negotiation!
Right: Come on! Money is being transferred by WeChat payment. Elephant bracelet - Hot item

a. WeChat Subscription
account

b. WeChat shopc. WeChat community

Figure 12: Other channels and third-party apps for ivory trading

14 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media© GUAN JING / TRAFFIC

5.4 Transaction
According to screenshots of successful deals shown in a traders’ Moments section, the maintransaction mode is “direct transfer”, including bank transfer and WeChat payment, as well as other
online payment services. Direct transfer means direct payment and no intermediate holding, whichmakes the deal more covert. This also reflects a degree of mutual trust between buyers and traders.
WeChat payment is the favourite payment method for traders. Once the WeChat payment account islinked with bank accounts, it takes only a click to make payment without any statement or fee. To besafe, a few traders also use the traditional bank transfer. Traders do not trust some online payment
service’s guaranteed payment because individual buyers can lie and claim not to have received the
products and request some online payment service to return their advance payment. If the buyers
insist on using other online payment services, the price will be higher (Figure 14).

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 15

© GUAN JING / TRAFFIC© GUAN JING / TRAFFIC

Figure 14: Traders do not encourage the use of another online payment service

Left: The buyer is applying for refund. Product status: delivered, reason: colour/pattern/model andetc. are different from the original description. Amount: CNY 830. Explanation: I wanted to buy red
sandalwood bracelets, but actually received ivory rings, which meet all characteristics of ivory. I amvery scared to receive this contraband, so the ivory has been sent to the Police.
Comments from the trader: Hehe, who still dare to use “zou bao” (another online payment
service)!

Figure 15: Ivory delivered by some courier company

6. Ivory Transaction Chain
Figure 16 shows the ivory transaction chain on WeChat, including raw ivory trading, preliminary
processing, detailed or finished processing, wholesale/retail, agents and end-market.

Middle: Only direct transfer is accepted. No “zou bao” ! Thank you!
Right: New pattern! The price by “zou bao” is CNY 900; and the price for direct transfer (direct
payment) is CNY 800.

Smuggling
Raw ivory
trading

5.5 Courier delivery
Traders deliver ivory products by courier companies. According to Articles 9 and 10 in the Rule ofSecurity Supervision and Management for the Postal Industry released on 4 January 2011, couriercompanies have to check the contents of packages to make sure no contraband is being delivered. The
sender and recipient information should be double checked and the sender’s valid ID is also requested.
If the sender refuses to provide accurate information in the documentation, fails to provide a validID, or rejects being checked, courier companies should reject the package; if the package’s content is
contraband, courier companies should also reject the package; if the contraband is found during thedelivery, courier companies should immediately stop delivering. However, the rule is not always wellenforced by some courier companies. In order to deliver more parcels, the delivery staff tend to notcheck all parcels’ content and some allow the senders to pack the parcel by themselves. When fillingout the delivery forms, ivory traders are likely to use false names to describe ivory (e.g. small jewellery
items) and except for a true phone number, there is no sender’ address information in the form andhis/her name is incomplete or a code, such as “Xiang Pin Ge” (Figure 15). According to the Rule ofChecking Received Mails and Parcels issued by the National Post Bureau, from 1 November 2015,
courier companies have to continually obey the Rule of Security Supervision and Management for
the Postal Industry and double check the sender’s ID and phone number before accepting any parcel.
For e-commerce customers who have signed agreements with courier companies for convenience andefficiency, their ID information should be also shown in the document for tracking. To ensure thatthe recipient receives the goods in person, the postage is usually paid by the recipient, not the sender.

16 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media

Preliminary
processed

End-Market

AgentsWholesale/Retail

Detailed/Finishedprocessing

Figure 16: The ivory transaction chain

TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 17

• Raw ivory trading: Including whole ivory tusks or pieces, whose target consumers are ivory
carvers and manufacturers (i.e. not public consumers). Generally, raw ivory traders play a key rolein linking smugglers with local processors, and are possibly smugglers themselves;• Preliminary processed: Whole ivory tusks or ivory segments are cut into fixed geometric shapes,
such as cylinders, spheres, rectangular and so on which will later be subjected to a secondary levelof processing;• Detailed or finished processing: The semi-worked ivory is processed into finished products bymachine or hand. The products processed by machine are usually bracelets, necklaces and pendants;
those carved by hand are mostly figurines or larger carvings. On WeChat, very few large carvings
have been observed for sale, which are expensive and generally take a long time to carve;• Wholesale / retail: Ivory products are directly obtained from worked ivory suppliers, and then are
sold through the Moments section of trader’s WeChat accounts. The wholesaler/retailer also hires
agents for resale;• Agents: Ivory advertisements posted in the Moments sections of supplier’s WeChat accounts areshared through the accounts of agents on their own Moments sections for sale with an extra fee.
The monitoring results indicate that ivory wholesalers and retailers like to encourage “Friends” inMoments to become their “agents.” If someone wants to buy ivory, the agents will ask for payment
from the buyer first, and then purchase ivory from the upper level of the trade chain. The agentswill send ivory products to the buyer after receiving them from the supplier. In this process, agentscan easily earn the price difference without any cost. For wholesalers and retailers, agents can help
wholesalers and retailers advertise ivory trade and expand the market in order to increase profits.
• End-market: This is the end of ivory trade chain. Through the end-market, ivory is sold to theconsumers on WeChat. The physical end-markets are the antique market, bird/flower market andother such places.

CONCLUSIONS
Based on the analysis of survey results for 58 identified illegal ivory traders’ advertisements on
WeChat, seven conclusions can be summarized as below:
1. From May to July 2015, 58 identified WeChat accounts were assessed on 47 occasions, and a totalof 10,650 advertisements of illegal ivory trade, consisting of 57,479 pictures and 580 videos, havebeen recorded. The average number of records per each survey was 227 advertisements of illegal
ivory trade, containing 1,223 pictures and 12 videos. It is, however, very challenging to reliably
quantify the total number of individual ivory pieces on WeChat, because traders offer individual
pieces repeatedly and on various pictures and videos, at the same time – pictures might be swiftly
deleted or removed (without confirmation of actual transaction). Regardless of total amounts, it
can be concluded that trade levels are significant;
2. During the fifth week of the survey, the volume of illegal ivory advertisements dropped markedly
by about 45% due to law enforcement efforts against illegal trade in ivory and other endangered
species products by enforcement agencies and Tencent. As a result, many WeChat traders havestated that “the wind is too strong” recently (in reference to the strict policy of the WeChat
management). However, during the 13th week, the volume of illegal ivory advertisements again
increased significantly, and some traders even started to establish and publish “backup accounts”
to avoid the effects of blocking or restricting business transactions on current accounts.
3. According to the commodity types and the frequency of their appearance in advertisements,
ivory traders can be classified into four categories: A. Ivory franchise (13.8%); B. Ivory and otherendangered species products franchise (41.4%); C. Collectables including ivory (20.7%); D. Other
business, including ivory (24.1%).
4. Illegal trade in ivory products through WeChat includes: A. Raw Ivory tusks or pieces; B. Semiworked ivory; C. Worked ivory. Trade in worked ivory comprises about 90% of the monitored
market. However, this does not represent the actual trade quantity because many ivory tusks are
possibly shown in a single photo or video. Generally, only worked ivory has been observed for salein physical or online (website) markets during TRAFFIC’s previous surveys, but through WeChat
channels, raw or semi-worked ivory is also available.
5. The price of ivory varies by type of ivory being sold as follows: CNY9.1±2.2 per gram for raw ivory
tusks or pieces; CNY7.4±3.4 per gram for semi-worked ivory; CNY32.2±10.0 per gram for worked
ivory without carving (generally consisting high-quality ivory material); and CNY29.1±7.9 pergram for worked ivory with carving (generally consisting of lower quality material and carving –e.g. 3D engraving technology). For worked ivory, prices on WeChat were about 25% lower thanthose for similar items found for sale in illegal physical markets in China.
6. The main trading procedure can be outlined as follows: Adding ‘Friends’ -> Advertising -> Pricenegotiation -> Transfer/payment-> Delivery. Traders post ivory photos or videos in the Moments
section of their accounts and other channels on WeChat, in order to avoid Tencent’s inspection;
products are generally labelled with price without negotiation; traders accept payment via WeChat’s
wallet or bank transfer; and in the end, the ivory is delivered through courier companies.
7. The ivory transaction chain on WeChat consists of six steps: raw ivory trading, preliminary
processed, detailed or finished processing, wholesale/retail, agents and end-market.

18 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social MediaTRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 19

RECOMMENDATIONSThis research used illegal ivory trade as a case study to analyse the status and characteristics ofendangered species trade on WeChat through the monitoring of 58 WeChat accounts selling ivory
products exclusively or on occasion. Following the conclusion of this research, all of these accounts
were submitted to Tencent and the National Forest Police who are considering enforcement actions
based on further investigations. The latest Amendment (ix) of Criminal Law of the People’s Republicof China was implemented on 1 November 2015. This includes Article 287.1 “Those advertising
contraband on the Internet will be charged for lower than three years imprisonment or criminal
detention and/or a fine”; and Article 287.2 “Those providing online service for criminal activities, e.g.
server hosting, network storage, communications, transportation, supporting advertisement, payment
settlement and other technical support will also be charged for less than three years imprisonmentor criminal detention and/or a fine.” Based on these amendments to the law and TRAFFIC’s researchfindings, the following recommendations are put forward to the government, relevant companies andNGOs to jointly combat illegal trade in ivory and other endangered species on social media platforms:

support websites and social media managers to strengthen routine monitoring of illegal trade inivory and other endangered species products.
• Tencent should work with TRAFFIC and other NGOs to develop the protocols against illegal tradein ivory and other endangered species products on WeChat, which can be used by other social
media companies.
• The Chinese authorities, Tencent and TRAFFIC should work together to reduce demand for ivory
and other endangered species products through measures that serve to guide and change current
consumption behaviour. This will help effectively implement the Sino-US agreement on “phasingout domestic ivory trade,” which will ultimately serve the objective of protecting African elephants.
• The Chinese model of cooperation between NGOs, social media and e-commerce platform
managers and law enforcement agencies is an effective tool in combating illegal wildlife trade. Thismodel should be replicated in other wildlife trade hotspots and to other relevant social media ande-commerce platforms.

• Relevant law enforcement and administrative agencies should strictly implement the Criminal Law
Amendment (ix) of the People’s Republic of China, and combat and punish illegal traders who
advertise or otherwise support illegal trade in ivory or other endangered species products throughsocial media platforms.
• Law enforcement agencies, especially Forest Police, should strengthen cooperation with local
police and Tencent to research and develop new technologies and methods for combating wildlife
cybercrime based on the characteristics of illegal online trade in ivory and other endangered
species products.
• As the illegal ivory trade which TRAFFIC is actively monitoring is just the tip of the iceberg in termsof the overall trade in endangered species through social media platforms, TRAFFIC suggests that
Tencent follow the example taken to prevent advertising of drugs, weapons or pornographic goods.
These include the establishment of effective systems for combating and preventing wildlife crime
through social media channels, and the improvement of identification technology for identifying
endangered species products in pictures and videos.
• Tencent and law enforcement agencies should actively combat those traders who apparently
specialize in selling ivory and/or other endangered species products through WeChat, but also
strive to educate others who mainly sell an array of collectables and other commodities to help
them realize the seriousness of such cybercrime in order to stop the ivory trade.
• Tencent should use its own social media platforms in order to strengthen public awareness forwildlife conservation and strictly prohibit the illegal trade of endangered species products on its
platforms;• As the crucial link between buyers and traders in online trades, courier companies should strictly
implement the relevant rules and diligently check parcels during the pick-up process to prevent
moving any endangered species products inadvertently. Likewise, courier companies should work
to detect endangered species products during the parcel scanning process at distribution centres
and consider the use of sniffer dogs who can detect wildlife commodities at parcel distribution
centres. Training programmes for courier companies to strengthen their internal regulatory
capacity for illegal trade in endangered species products should also be undertaken;

REFERENCES
Anon. (2015). The Notice of the List of Legal Ivory Manufactures and Selling Cites. The SFA’s 9th Noticeof 2015. [online] <http://www.forestry.gov.cn/main/445/content-764563.html>.
G. Wittemyer, J. M. Northrup, J. Blanc, I. Douglas-Hamilton, P. Omondi, K. P. Burnham (2014). Illegal
killing for ivory drives global decline in African elephants, Proc. Natl. Acad. Sci. U.S.A. 111, 13117–
13121.
Milliken T, Burn RW, Underwood FM, Sangalakula L (2012). The Elephant Trade Information System(ETIS) and the Illicit Trade in Ivory: a report to the 16th meeting of the Conference of the Parties. Doc.
CoP16 53.2.2, CITES Secretariat, Geneva, Switzerland <http://www.cites.org/eng/cop/16/doc/
ECoP16-53-02-02.pdf>.
Xiao Yu and Wang Jia (2015). Moving Targets: Tracking Online Sales of Illegal Wildlife Products in
China, TRAFFIC Briefing <http://www.traffic.org/storage/China-monitoring-report.pdf>.

• TRAFFIC and other NGOs should make use of their insights and technological experiences to

20 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social MediaTRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media 21

November 2015

TRAFFIC, the wildlife trade monitoring network,is the leading non-governmental organization
working globally on trade in wild animals andplants in the context of both biodiversity
conservation and sustainable development.
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Cambridge CB3 0DL
UK
Telephone: (44) (0) 1223 277427
Fax: (44) (0) 1223 277237
E-mail: traffic@traffic.org
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For further information contact:
TRAFFICChina Officec/o WWF China Programme Office
Room 2616, Wen Hua Gong (Laodong RenminWenhuagong Dongmen)
Beijing Working People’s Culture Palace
Beijing 100006
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Telephone: (86) 10 6511 6211
Fax: (86) 10 6511 6261
E-mail: traffic.china@traffic.org
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22 TRAFFIC report: Deadly Messaging: Illegal Ivory Trade in China’s Social Media