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Sega has withdrawn a televised advertisement for Samba De Amigo following complaints by animal rights group PETA over the use of chimpanzees in the commercial.
PETA contacted Sega directly to register its complaint about the way the Nintendo Wii title was promoted, accusing the chimpanzee's trainers of abuse towards the animals.
"After learning that Sega used a real chimpanzee in an online video promoting Samba De Amigo we contacted the company," read an official statement from PETA. "We explained how involuntary chimpanzee 'actors' are taken away from their mothers when they are just a year or so old.
"We also explained some of the horrible methods that chimpanzee 'trainers' use, such as electric shocks with shock collars and prods, isolation, beatings with sawed-off pool cues and slapjacks, and food deprivation."
Sega pulled the advert immediately and has pledged to keep all apes out of its commercials in the future.
