Being industry-funded and led by countries with with major industry-interest, WelFur seems more like a project aimed at validating fur farming as a means of livelihood than at developing better welfare for animals. In the 2010 annual report of the Finnish Fur Breeders’ Association, both WelFur certification and the advisory services on animal welfare offered to fur farmers are presented as reputation management and methods of tackling the political pressure on fur farming. When concern for the welfare of animals is not an end in itself but a means to an economic and political end it should be treated with scepticism.