Bielby, J.; Austen, G. E.; McMillan, K. M.; Wafflart, S. M.

1. The exotic pet trade is a global industry with considerable implications for a range of taxa and stakeholders. The scale of the trade means it receives coverage in both popular and scientific media, and some narratives may receive more attention than others. As these media play an important role in shaping public opinion, policy, and legislation, we should consider and acknowledge biases and language use when reporting on the exotic pet trade. 2. We use 320 peer-reviewed journal articles, and 191 newspaper articles on the exotic pet trade between 2001 and 2020 to investigate the frequency of use, citation rate, and language-use across framing categories and taxonomic foci within and between media-types. 3. Our results suggest consistent biases in reporting of the trade within and between media-types, highlighting limitations in both. Aspects of welfare were underrepresented in peer-reviewed articles relative to other framings, but it was the most common focus of newspaper articles. 4. If the exotic pet trade is to develop into a more ethical, sustainable, economically beneficial sector, then reassessing our narratives, improving knowledge flow, and encouraging interdisciplinary and comprehensive debates within the field will be essential parts of the process.