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Society’s compassion towards nonhuman animals used in experimentation has grown exponentially. This paper adopts critical discourse analysis to examine how the animal experimentation industry negotiates this societal moral response. To this end, the discourse of the largest animal experimentation interest group in Spain has been studied. Our findings show that the industry, as represented by this interest group, does not negotiate compassion with authenticity but rather creates an illusion of it through opportunistic lexical choices and suppressions, including contradictions and incongruities. We conclude by defining such a discourse as illusory authenticity, a discourse with which the industry conveniently frames itself as altruistic and concerned about animal suffering while at the same time discouraging the public’s cultivation of compassion towards nonhuman animal suffering. This is done by means of …