In an exclusive footage retrieved by the Gabo Wildlife Foundation, popular Instagram influencer Dean Schneider can be seen ruthlessly punching a lion cub.

Self-proclaimed “wildlife warriors,” such as Dean Schneider, Kevin Richardson, Eddie Serio, Jim Fowler and the late Steve Irwin, have based their celebrity status on showcasing wild animals in filming, mass media and recently across social media. Although their supposed message-emphasizing habitat protection and endangered species conservation-is often right on target, their actions are often quite contradictory and cruel.