Baby Milk Action protested to the Fairtrade Organization that the
awarding of a seal of
ethical approval to a company with such a disgraceful
ethical record could only be misleading to the public and would hardly contribute to the welfare of the impoverished people of the world.
The film, not surprisingly, got a seal of
approval from People for the
Ethical Treatment of Animals, which also gave an
award to the director, Rupert Wyatt, for insisting that no real apes be used during filming (something possible thanks to the geniuses assembled by Peter Jackson in New Zealand.