The Vancouver Humane Society is taking aim once more at the Calgary Stampede, this time with a new ad that attacks calf roping.

The ad that was launched today features a three-month-old baby and a calf, asking the question if the sport is worth the entertainment.

Peter Fricker of the Vancouver Humane Society says they feel they have right on their side. “We think it’s self evident that if you chase an animal across an arena, rope it to a sudden halt at speeds up to 127 miles an hour and pick it up and throw it to the ground, it will experience fear, stress, and pain. We think that’s completely immoral and inappropriate for the 21st century.”

The Stampede called the campaign inaccurate and calf roping much more strictly regulated in Calgary than it is in other rodeos.

“We’ve implemented some new rules in the last few years. We deleted the six second rule where the calf has to stay tied for six seconds. As soon as the calf is down and the judge says so, it is set free right away,” says Doug Fraser of the Calgary Stampede.

Fraser says they work with the Calgary Humane Society and the Alberta SPCA for the last 10-15 years.

The Humane Society here says they are opposed to the event, but instead of advocating for its banishment, they focus on regulating it.

Fricker, however, is concerned the regulations don’t go far enough. “We do know they are sensitive and responsive to the public. People who do care about this event and do care about animal welfare should contact them and let them know how they feel.”

The Vancouver Humane Society has conducted campaigns against the Calgary Stampede for the past four years and claims that every year; more and more people join the cause.

They say about two-thirds of the people that contact them oppose the ads.

The Mayor of Surrey, B.C., is calling on Mayor Naheed Nenshi to condemn the event.

He would not comment on the issue.