“The selfie. Worst thing for seal pups since the invention of the Orca.”

That’s a bold statement considering orcas are better known as killer whales, but it’s an important message from The Marine Mammal Center as seal pup season commences on the West Coast of the United States and other areas around the world.

Organizations such as The Marine Mammal Center and NOAA urge beachgoers to keep their distance from seal pups on shore. Many people misdiagnose the pups are hurt or abandoned, but their presence — or unsolicited selfies — can do more damage.

“It's pup season. Harbor seal moms leave pups onshore for short periods while they feed just offshore. If mom sees you or a dog near her pup (and you won't see her watching you) she will abandon her pup and won't return after you leave. Your 'one quick selfie' cost that pup its life,” writes the Marine Mammal Center on its Facebook page.

NOAA started an initiative titled “Share the Shore” in order to increase awareness as well. Seals are protected under the Marine Mammals Protection Act, which makes it illegal to harass these animals. Disturbing pups on the shore may fall under these guidelines.

So what can you do? It’s suggested that you keep a distance of 50 to 100 yards away from a seal pup on the beach. If you think the pup may be in danger, you can call The Marine Mammal Center’s 24/7 hotline in California (415-289-SEAL) or Hawaii (808-987-0765). If you’re in another location, check to see if NOAA or another conservation-focused organization can help.