in Africa as an animal trafficking front. As well as its major campaigning activities on animal circuses, ADI also campaigns against the use of animals in advertising, television, films and video. Companies dropping advertising campaigns featuring animals include Toyota, Bombay Sapphire Gin, GMB Union and Careerbuilder. 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. In the UK, the advert was banned on the grounds that it was "political". ADI's challenge against the ban – which prevents advertising by animal, environmental and human rights organizations – has now moved to the European Court of Human Rights. In 2011 ADI contacted American Humane Association (AHA), asking them to re-evaluate how they assess the use of animals in films and the statements being made which effectively endorse the use of performing animals. This action came after ADI made accusations that Tai, the elephant star of the film Water For Elephants, was abused prior to the movie, with AHA giving the film their "No Animals Were Harmed” in the making certification. Chipperfield case 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. This was the final assignment in an 18-month investigation. They recorded evidence of elephants, camels, and a baby chimpanzee being beaten. The chimp, Trudy, was seen being kicked, screamed at, and thrashed with a stick by the international trainer, Mary Chipperfield. 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. In 1999, the trial of Mary Chipperfield and Roger Cawley began. At the end of the trial, Mary Chipperfield was convicted of 13 counts of cruelty to the chimpanzee Trudy and Roger Cawley (at the time a government zoo inspector) was convicted of cruelty to an elephant