For years, CITES — the United Nations' multilateral treaty aimed at protecting endangered plants and animals from threats posed by international trade — has focused on combating wildlife trafficking networks that smuggle exotic animals from forests and breeding centres to meet demand from private zoos and the traditional medicine trade.

Now, the treaty, conservationists and policymakers have another aspect of this trade to tackle: the rise of the "petfluencer" — a blend of pet and influencer — on social media and in online marketing.

At the upcoming COP20, to be held in Uzbekistan later this month, policymakers from Thailand and India will raise the alarming rise in exotic animal smuggling from Thailand to India that has come about to satisfy demand driven by petfluencers.

These petfluencers have millions of followers, with one example being "Nala the Cat", who endorses products ranging from cat food to mobile apps.

The popularity of this growing digital form of marketing has also driven demand for exotic pets, inspiring others to find and use them to promote products online.

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