Martin Clunes has been accused of “legitimising” animal cruelty after he was filmed riding an elephant, and using its ears and trunk to climb up.
The actor, 57, is a patron of Born Free, which opposes elephant rides, but was seen doing just that on Thursday in Martin Clunes: My Travels and Other Animals on ITV.
Will Travers, Born Free president, said he would be talking to Clunes “about the future”.
Mr Travers said: “It is deeply unfortunate that Martin Clunes, while exploring the relationship between captive Asian elephants and the people of Nepal, rode a captive elephant... thereby reinforcing the perception that this is an acceptable activity.”
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Born Free patron John Richardson said: “This was dangerously naive.”
Audrey Gaffney, of the Ethical Bucket List, also hit out.
She said: “Martin rode this elephant in a wooden saddle, which is extremely painful and damaging on the animal’s spine.
“He also holds on to the elephant’s ears, which are one of their most sensitive areas.
“In the face of obvious cruelty, he denied his own conscience and rode an elephant, which would appear contrary to the ideology of Born Free and his role as patron.”
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In the show, Clunes expressed concern about the rides, saying while it was a “kinder life than hauling heavy logs... I am not sure it’s a fitting occupation for the largest land animal on the planet”.
But Gaffney says in response: “What is most disappointing is despite his reservations and clear knowledge of the nature of this form of tourism he rides the elephant which then legitimises it.”
Save The Asian Elephants agreed.
The charity said: “It’s so regrettable that anyone as prominent as Martin Clunes, with a creditable animal welfare profile and a large public following, should be shown on prime time TV clambering on a captive Asian elephant with its mahout, with apparent approval, and the observation that the elephant’s ok in such tourism.”
Campaigners say there is no “ethical way” to ride an elephant and they are not designed to carry weight on their backs.
They say they are often they are taken from their mothers as calves and subjected to a cruel ‘breaking’ training.
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The BBC later pulled the episode from iPlayer .
Jane McDonald also came under fire for her Cruising show on Channel 5 in which she was accused of “condoning” elephant rides despite not riding one herself.
ITV said: “Martin was immersed in the experience to allow him to show viewers an up close perspective on modern conditions and their impact on the elephants.
“Throughout this and in conclusion, Martin made it very clear to viewers that he had serious concerns and reservations about elephants carrying people and would prefer to see the creatures in the wild.
“Any suggestion that the programme or Martin endorsed cruel treatment of elephants would be misrepresentative and deeply unfair.”
