Sea turtles face significant threats like Illegal harvesting, habitat encroachment, and pollution. WWF, through its global network, works to halt the decline of sea turtle populations and supports efforts toward their recovery. Key initiatives focus on reducing the unsustainable harvest and illegal trade of sea turtles, as well as protecting vital sea turtle habitats.

To address the demand for sea turtle products among travelers, WWF collaborates with the travel industry to establish the Sustainable Travel Alliance. Through targeted social marketing campaigns, this initiative seeks to influence traveler behavior and reduce the consumption of sea turtle products. Additionally, WWF partners with e-commerce, social media, and technology companies through the Coalition to End Wildlife Trafficking Online. This coalition tackles the trade of sea turtle products and other wildlife crimes on digital platforms. Launched in 2018, the Coalition now includes 47 member companies operating across Africa, Asia, Europe, and the Americas.