People for the Ethical Treatment of Animals (PETA) is suddenly a big fan of publisher Sega. The organization actually sent the company "little vegan chocolates in the shape of monkeys."

Why? Apparently Sega had been running ads on its website for its Samba de Amigo game on Wii that featured a real chimpanzee shaking maracas and reacting to the music. PETA explained on its official blog (and to Sega) that "involuntary chimpanzee 'actors' are taken away from their mothers when they are just a year or so old and forced to perform confusing and repetitious tricks."

PETA continued, "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. Then, at the ripe old age of just 8, the chimpanzees reach puberty and their showbiz careers are over—and they end up being dumped at dismal roadside zoos or sold to laboratories for experimentation."

Upon hearing from PETA, Sega decided to pull the ads down and the publisher also "promised to keep all great apes out of its ads," according to the blog.

"Please join me in giving Sega two opposable thumbs up for making the compassionate decision to keep great apes out of the act," PETA added.