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The World Society for the Protection of Animals (WSPA) describes the viewpoint of non-governmental organisations (NGOs) involved in the welfare of farm animals undergoing long distance transportation. The guiding principle is that the potential for poor animal welfare increases with the distance and duration of travel. Thus, farm animals should be slaughtered as close to their farm of origin as possible and trade in live animals for slaughter should be replaced with a trade in meat only. The challenge for reform in long distance transportation of animals is to raise community awareness about the issue without invoking the psychological phenomenon of cognitive dissonance, which has the paradoxical effect of reinforcing adverse behaviour. NGO activity in long distance transportation of animals is described for Australia, the United States and the European Union and aspirations elsewhere in the world are discussed. Importantly, animal welfare NGOs are now recognised by and have a voice in the forums of international bodies such as the World Organisation for Animal Health (Office International des Epizooties: OIE) and the International Finance Corporation. Challenges for the future include the development of partnerships in global markets to replace the trade in live animals with a meat-only trade.