for the love of iceland
for the
love of
iceland
Keep whales and puffins wild
Keep whales
& puffins wild
Keep whales and puffins wild
By knowing the facts, you can help us keep it that way:
2.5 million
That’s how many tourists visit Iceland each year - more than six times the local population, and the main drivers of whale and puffin consumption.
400K
2.5M
2.5 million
That’s how many tourists visit Iceland each year - more than six times the local population, and the main drivers of whale and puffin consumption.
400K
2.5M
2.5 million
That’s how many tourists visit Iceland each year - more than six times the local population, and the main drivers of whale and puffin consumption.
400K
2.5M
1,500
The number of trees’ worth of carbon one whale stores in its lifetime. Keeping them alive keeps our planet breathing.
1,500
The number of trees’ worth of carbon one whale stores in its lifetime. Keeping them alive keeps our planet breathing.
1,500
The number of trees’ worth of carbon one whale stores in its lifetime. Keeping them alive keeps our planet breathing.
0%
0%
of Icelanders have NEVER eaten whale meat, and fewer than 2% eat it regularly.
0%
0%
of Icelanders have NEVER eaten whale meat, and fewer than 2% eat it regularly.
0%
0%
of Icelanders have NEVER eaten whale meat, and fewer than 2% eat it regularly.
0%
0%
of Iceland’s puffins have vanished in just 30 years.
0%
0%
of Iceland’s puffins have vanished in just 30 years.
0%
0%
of Iceland’s puffins have vanished in just 30 years.
I pledge to keep Iceland wild
Whales and puffins are part of what makes this place extraordinary.
Whales and puffins are part of what makes this place extraordinary.
We invite you to treat them with care and leave Iceland as wild as you found it.
We invite you to treat them with care and leave Iceland as wild as you found it.
Don’t eat whale or puffin
Most Icelanders don’t. Choosing not to eat them makes a real difference for their survival.
Don’t eat whale or puffin
Most Icelanders don’t. Choosing not to eat them makes a real difference for their survival.
Don’t eat whale or puffin
Most Icelanders don’t. Choosing not to eat them makes a real difference for their survival.
Observe from a distance
A puffin in flight, or a whale surfacing at sea, is best experienced without getting too close.
Observe from a distance
A puffin in flight, or a whale surfacing at sea, is best experienced without getting too close.
Observe from a distance
A puffin in flight, or a whale surfacing at sea, is best experienced without getting too close.
Support ethical businesses
Some travel companies, restaurants, and shops put nature first. By supporting them, you do too.
Support ethical businesses
Some travel companies, restaurants, and shops put nature first. By supporting them, you do too.
Support ethical businesses
Some travel companies, restaurants, and shops put nature first. By supporting them, you do too.
Busting Myths Around Whaling
Busting Myths Around Whaling
Whaling is often defended with old stories and half-truths. Here are the facts that set the record straight — showing why whales are worth more alive than dead.
Whaling is often defended with old stories and half-truths. Here are the facts that set the record straight — showing why whales are worth more alive than dead.
MYTH 01
MYTH 01
“It’s part of Icelandic heritage.”
“It’s part of Icelandic heritage.”
It's true that whales were hunted in Icelandic waters for centuries – but mostly by foreign fleets. Icelanders were among the first to ban whaling, as early as 1886. The modern whaling industry here has foreign roots. It’s not an ancient Icelandic tradition.
It's true that whales were hunted in Icelandic waters for centuries – but mostly by foreign fleets. Icelanders were among the first to ban whaling, as early as 1886. The modern whaling industry here has foreign roots. It’s not an ancient Icelandic tradition.
MYTH 02
MYTH 02
“It’s important for the economy.”
“It’s important for the economy.”
Not anymore. Hvalur hf., the only fin whaling company, has lost billions over the past decade. Their real profits come from other investments. Meanwhile, whale watching creates hundreds of jobs and brings in far more income. Even a small drop in tourism would cost Iceland more than whaling earns in a “good” year.
Not anymore. Hvalur hf., the only fin whaling company, has lost billions over the past decade. Their real profits come from other investments. Meanwhile, whale watching creates hundreds of jobs and brings in far more income. Even a small drop in tourism would cost Iceland more than whaling earns in a “good” year.
MYTH 03
MYTH 03
“Whales eat our fish.”
“Whales eat our fish.”
False. Whales keep oceans healthy by circulating nutrients that boost plankton – the base of the food chain – which supports fish stocks. They also store huge amounts of carbon, each one equal to 1,500 trees. Whales give more than they take.
False. Whales keep oceans healthy by circulating nutrients that boost plankton – the base of the food chain – which supports fish stocks. They also store huge amounts of carbon, each one equal to 1,500 trees. Whales give more than they take.
MYTH 04
MYTH 04
“Yes, they suffer, but so do other animals we kill.”
“Yes, they suffer, but so do other animals we kill.”
The suffering by a grenade harpoon is severe. A 2022 inspection found nearly a quarter of whales were shot more than once, some up to four times. One was chased for five hours, others took up to two hours to die. Such cruelty would be illegal for farm animals – yet it remains the norm in whaling.
The suffering by a grenade harpoon is severe. A 2022 inspection found nearly a quarter of whales were shot more than once, some up to four times. One was chased for five hours, others took up to two hours to die. Such cruelty would be illegal for farm animals – yet it remains the norm in whaling.
Frequently asked questions
Frequently asked questions
Everything You’ve Wanted to Ask About Whales, Puffins, and Iceland
Isn’t whaling part of Icelandic culture?
Whaling has taken place here, but it was never a central part of Icelandic life. It was mostly foreign whalers who hunted in Icelandic waters. Today, most Icelanders don’t support whaling and rarely eat whale meat.
Do Icelanders eat whale meat?
Hardly at all. Surveys show that only a small minority of Icelanders eat whale, and consumption has been falling for years. 82% of Icelanders have NEVER eaten whale meat. Most of the whale meat sold here is ordered by tourists.
Do Icelanders eat puffin meat?
Very rarely. Puffin numbers have dropped sharply in recent decades, and hunting mostly continues to serve tourists. Most Icelanders today don’t eat puffins and support protecting them instead.
Why are puffins so special?
Puffins are remarkable seabirds. They lay only one egg a year, stay with the same partner for life, and return to the very same nesting cliffs season after season. Their bright beaks and comical expressions have made them an icon of Iceland’s natural heritage. But puffin numbers have fallen sharply in recent decades, so it is essential to give them space to recover.
Is whale meat sustainable?
No. Whales have been heavily overhunted in the past and are further threatened by overfishing and pollution. In fact, whales are vital for ocean health, as their feeding and migration help cycle nutrients, support fish stocks, and capture carbon. Whales reproduce slowly, making them very vulnerable to hunting, which makes hunting them unsustainable.
What’s the problem with trying it just once?
Even a small portion of whale meat can carry health risks, as whales accumulate high levels of heavy metals like mercury in their tissues. Mercury exposure is linked to neurological damage in adults and developmental problems in children. On top of that, tourist demand is what keeps commercial whaling alive, even one “just to try it” order tells restaurants to keep whale on the menu.
Why should tourists care about this?
Your choices shape the future of Iceland’s wildlife. Choosing not to eat whale or puffin helps protect these species, supports sustainable tourism, and shows respect for Iceland’s natural heritage.
Is this campaign anti-Icelandic?
Not at all. It reflects what most Icelanders already believe, that whales and puffins are worth more alive than dead. Protecting them protects the land, livelihoods, and traditions that make Iceland special.
What can I do instead?
Watching these animals in the wild supports local jobs and sustainable tourism. A living animal always brings more to Iceland, the environment, the economy, and future visitors, than one served on a plate. Go whale watching or puffin spotting - experiences that create lasting memories.
What does the pledge actually do?
By signing, you show that visitors want whale- and puffin-friendly choices. Every signature strengthens the message to businesses and policymakers: Iceland’s future is wild, alive, and worth protecting.
Isn’t whaling part of Icelandic culture?
Whaling has taken place here, but it was never a central part of Icelandic life. It was mostly foreign whalers who hunted in Icelandic waters. Today, most Icelanders don’t support whaling and rarely eat whale meat.
Do Icelanders eat whale meat?
Hardly at all. Surveys show that only a small minority of Icelanders eat whale, and consumption has been falling for years. 82% of Icelanders have NEVER eaten whale meat. Most of the whale meat sold here is ordered by tourists.
Do Icelanders eat puffin meat?
Very rarely. Puffin numbers have dropped sharply in recent decades, and hunting mostly continues to serve tourists. Most Icelanders today don’t eat puffins and support protecting them instead.
Why are puffins so special?
Puffins are remarkable seabirds. They lay only one egg a year, stay with the same partner for life, and return to the very same nesting cliffs season after season. Their bright beaks and comical expressions have made them an icon of Iceland’s natural heritage. But puffin numbers have fallen sharply in recent decades, so it is essential to give them space to recover.
Is whale meat sustainable?
No. Whales have been heavily overhunted in the past and are further threatened by overfishing and pollution. In fact, whales are vital for ocean health, as their feeding and migration help cycle nutrients, support fish stocks, and capture carbon. Whales reproduce slowly, making them very vulnerable to hunting, which makes hunting them unsustainable.
What’s the problem with trying it just once?
Even a small portion of whale meat can carry health risks, as whales accumulate high levels of heavy metals like mercury in their tissues. Mercury exposure is linked to neurological damage in adults and developmental problems in children. On top of that, tourist demand is what keeps commercial whaling alive, even one “just to try it” order tells restaurants to keep whale on the menu.
Why should tourists care about this?
Your choices shape the future of Iceland’s wildlife. Choosing not to eat whale or puffin helps protect these species, supports sustainable tourism, and shows respect for Iceland’s natural heritage.
Is this campaign anti-Icelandic?
Not at all. It reflects what most Icelanders already believe, that whales and puffins are worth more alive than dead. Protecting them protects the land, livelihoods, and traditions that make Iceland special.
What can I do instead?
Watching these animals in the wild supports local jobs and sustainable tourism. A living animal always brings more to Iceland, the environment, the economy, and future visitors, than one served on a plate. Go whale watching or puffin spotting - experiences that create lasting memories.
What does the pledge actually do?
By signing, you show that visitors want whale- and puffin-friendly choices. Every signature strengthens the message to businesses and policymakers: Iceland’s future is wild, alive, and worth protecting.
Isn’t whaling part of Icelandic culture?
Whaling has taken place here, but it was never a central part of Icelandic life. It was mostly foreign whalers who hunted in Icelandic waters. Today, most Icelanders don’t support whaling and rarely eat whale meat.
Do Icelanders eat whale meat?
Hardly at all. Surveys show that only a small minority of Icelanders eat whale, and consumption has been falling for years. 82% of Icelanders have NEVER eaten whale meat. Most of the whale meat sold here is ordered by tourists.
Do Icelanders eat puffin meat?
Very rarely. Puffin numbers have dropped sharply in recent decades, and hunting mostly continues to serve tourists. Most Icelanders today don’t eat puffins and support protecting them instead.
Why are puffins so special?
Puffins are remarkable seabirds. They lay only one egg a year, stay with the same partner for life, and return to the very same nesting cliffs season after season. Their bright beaks and comical expressions have made them an icon of Iceland’s natural heritage. But puffin numbers have fallen sharply in recent decades, so it is essential to give them space to recover.
Is whale meat sustainable?
No. Whales have been heavily overhunted in the past and are further threatened by overfishing and pollution. In fact, whales are vital for ocean health, as their feeding and migration help cycle nutrients, support fish stocks, and capture carbon. Whales reproduce slowly, making them very vulnerable to hunting, which makes hunting them unsustainable.
What’s the problem with trying it just once?
Even a small portion of whale meat can carry health risks, as whales accumulate high levels of heavy metals like mercury in their tissues. Mercury exposure is linked to neurological damage in adults and developmental problems in children. On top of that, tourist demand is what keeps commercial whaling alive, even one “just to try it” order tells restaurants to keep whale on the menu.
Why should tourists care about this?
Your choices shape the future of Iceland’s wildlife. Choosing not to eat whale or puffin helps protect these species, supports sustainable tourism, and shows respect for Iceland’s natural heritage.
Is this campaign anti-Icelandic?
Not at all. It reflects what most Icelanders already believe, that whales and puffins are worth more alive than dead. Protecting them protects the land, livelihoods, and traditions that make Iceland special.
What can I do instead?
Watching these animals in the wild supports local jobs and sustainable tourism. A living animal always brings more to Iceland, the environment, the economy, and future visitors, than one served on a plate. Go whale watching or puffin spotting - experiences that create lasting memories.
What does the pledge actually do?
By signing, you show that visitors want whale- and puffin-friendly choices. Every signature strengthens the message to businesses and policymakers: Iceland’s future is wild, alive, and worth protecting.
People behind the campaign
People behind the campaign
They are worth more alive.
Pledge not to eat them!
They are worth more alive.
Pledge not to eat them!
They are worth more alive.
Pledge not to eat them!