Our report is backed by leading experts and celebrities

Dame Virginia McKenna, Born Free’s Co-Founder and Trustee
“When I see a great ape looking at me from behind the bars or reinforced glass in a zoo, something in me falters. Their eyes reflect a depth of feeling we instinctively recognise, connect and empathise with. We share their sense of a loss of freedom, of purpose, of self. These intelligent, feeling beings do not belong in cages. We must find the courage simply to say: the keeping of our closest cousins in captivity for our entertainment must end.”

Will Travers OBE, Born Free’s Co-Founder & Executive President
“Wild great apes and the places they live in around the world are crying out for help. Their conservation is not enhanced by keeping thousands locked up in zoos. That teaches us nothing.
Treating them as living commodities, to be stared at rather than admired and celebrated, shows us that, while humans may dominate this planet of the apes, we know the price of everything but the value of nothing.”
Ian Redmond, Born Free Advisor & World-renowned Great Ape Expert
“Having had the privilege of spending time with great apes in their natural habitat, where they take their own decisions in life, I find it increasingly uncomfortable seeing their lives in captivity. And having surveyed apes in UK zoos 35 years ago, I know some individuals who have faced the same daily routine for nearly four decades. The zoo industry and the Government must take note of changing public attitudes and, based on scientific evidence of ape cognition and ecology, heed the recommendations in Born Free’s new report.”
Nicky Campbell, Broadcaster and Born Free Patron
“When we look into the eyes of Great Apes in captivity for our entertainment we see something painfully familiar – sadness, frustration, a yearning for a life in the wild as nature intended. Our closest cousins, caged and gazed at, reduced to exhibits when they were meant to roam forests and feel the rain on their backs. We can tell ourselves it’s education, conservation but deep down, many of us feel the unease. If that feeling, that empathy, means anything, then we must choose not to visit zoos that keep them in captivity”
Kirsty Gallacher, Broadcaster & Born Free Patron
“When we see great apes in captivity, we’re not seeing education or conservation in action – we’re seeing confinement. These remarkable, intelligent beings deserve forests, family, and freedom, not glass walls and man-made environments. We share a deep connection with them, and with that comes a responsibility to do better. If you care, choose not to visit zoos that keep great apes in captivity. Let’s stand up for their right to live wild and free.”