Companies dropping advertising campaigns featuring animals include Toyota, Bombay Sapphire Gin, GMB Union and Careerbuilder.

[citation needed] For ADI's My Mate's a Primate campaign – which highlights the threats and exploitation of primates as a result of the bushmeat trade, in entertainment, the pet trade and in experiments – a TV advert was produced in which a young actress highlighted the suffering of chimpanzees in advertising.

[6] Before the successful prosecutions of the elephant keeper and two directors, Mary Chipperfield Promotions Ltd was one of Europe's largest suppliers of animals for TV, advertising, movies, zoos, and circuses.

From autumn 1997 to early 1998 ADI Field Officers worked undercover at Mary Chipperfield Promotions (MCP) in Hampshire, UK.

[citation needed] In 1998, ADI issued multiple summonses for cruelty against Mary Chipperfield Promotions Ltd., the MCP elephant keeper Steve Gills, Mary Chipperfield (née Cawley), and Roger Cawley and later that year Gills was convicted on multiple counts of cruelty and jailed because of his sustained and repeated attacks on the elephants in his care.

Toto was chained by the neck, and his act involved dressing up in human clothes, smoking cigarettes and drinking tea.

The animals – six lions, three tigers, one African rock python, three horses (a mare and her very young foal, plus a stallion), and seven dogs – had been abandoned.

The python, tigers and lions were confiscated for CITES and import permit contraventions, in addition to welfare reasons.

The horses were rehomed in Mozambique and the lions, tigers, pythons and dogs were moved to South Africa where they spent some time in quarantine whilst waiting for a permanent home.

Three of the lions, from the extinct-listed Barbary sub-species, lived at the Hoedspruit Endangered Species Centre until they died of old age a decade later.

The other three lions were placed with the Moholoholo Wildlife Rehabilitation Centre, by 2009, one remains to a fit and healthy old age, the others having succumbed to the passage of time.

Having been spotted by an ADI Field Officer in 2006, the animals appeared to be abandoned but were in fact off the road due to lack of funds.

The Portuguese authorities seized the animals, who were held at Lisbon Zoo before they were handed over to ADI, which then arranged for them to be moved to their rescue centre in South Africa, where they remain.

[citation needed] The Directive will now go to the Council of Ministers, where every Member State will have its say on the Commission's proposal and on the European Parliament's amendments.