Ratuken has major stakes in the websites Buy.com, Play.com, the e-book reader Kobo and is a major shareholder in Pinterest. On its website, the company states, "We are committed to promoting policies which will prevent global warming and protect the environment."
But the recent findings seem to differ with that pledge, say investigators.
"Rakuten's ads are effectively as deadly as giving bullets to elephant poachers and harpoons to whalers," said EIA's president, Allan Thornton. "[It] must act immediately to ban all ads selling elephant and whale products, or its global brand will be irrevocably tainted with the ongoing mass slaughter of these species."