Currently, it is considered acceptable to hold dolphin, orca, beluga and other cetaceans in captivity for human entertainment. Clearly, among the most emotionally and socially complex of all creatures, there is an urgent need to recognize and acknowledge the sentience of these beings. Moreover to rewrite global protocols and accepted norms in order to drive a systematic and comprehensive phasing out of this archaic, cruel practice. Cetaceans are to this day still being taken from the wild, with devastating consequences for those captured and family members left behind, in order to fulfill demand for hotels, waterparks and other facilities around the world. We must discuss and become the catalyst for an end to this.