With so many people inside and outside the zoological community paying attention to the Lolita/Toki killer whale story this past year, it was natural for there to be questions about her care, housing, training and future habitat. As events and confusing communications surrounding this beloved animal unfolded up to and including her sudden passing, questions about the role of trade associations like the International Marine Animal Trainers' Association (IMATA) emerged. Michael Hunt has been an active member of IMATA for decades including serving as its Board President on two occasions. He describes the process and narrow scope of IMATA accreditation of trainer development programs compared to other trade associations that accredit entire facilities, infrastructure, and operations. What are an organization's communications obligations to its individual members and what is their oversight role when circumstances like the one involving Lolita warrant increased scrutiny? Animal care Software