The purpose of this paper is to use the Social Cognitive Theory and its moral disengagement framework to emphasize the need for stock-type horse associations to minimize potential and actual threats to their legitimacy in an effort to maintain and strengthen self-regulating governance, specifically relating to the occurrence of inhumane treatment to horses. Despite having stated rules within their handbooks, the actions of leading stock-type associations in response to reports of inhumane treatment provide evidence of their ability to self-regulate. The (...) authors recommend the following actions: develop a commonly understood and accepted definition of inhumane treatment; publicly communicate with stakeholders violation enforcement efforts of inhumane treatment rules; increase efforts to educate stakeholders on the reasons why certain training techniques or methods are inhumane and harmful to the horse; ensure all actions taken are proactively focused on shaping future behaviors, and critically review more cases of inhumane treatment and the industry’s response. (shrink)