Story highlights SeaWorld takes out newspaper ads to dispute documentary's claims

The company has been under fire since the CNN airing of "Blackfish"

The film calls into question treatment of whales at SeaWorld parks

The company denies the accusations and says its work supports animal welfare

Faced with a growing backlash from entertainers and others responding to a documentary film claiming mistreatment of whales, SeaWorld bought full-page ads in newspapers nationwide Friday to call the accounts inaccurate and paint its employees as "true animal advocates."

"The truth about SeaWorld is right here in our parks and people," the company said in the ad, which appeared in The New York Times and other papers.

PETA (People for the Ethical Treatment of Animals) immediately issued a statement challenging the accuracy of the ads and encouraging people, "Please don't fall for it."

SeaWorld has been battered in recent weeks since the television premiere of the documentary "Blackfish" on CNN

The movie traces a 39-year history of killer whales in captivity, leading up to the 2010 killing of SeaWorld trainer Dawn Brancheau by the 12,000-pound orca Tilikum -- a whale previously associated with the death of two other people.

Filmmaker Gabriela Cowperthwaite said the documentary team's research for the film shows the whales suffer from boredom and stress and are unsuitable for life in captivity.

A number of entertainers, including Heart, Canadian rock band Barenaked Ladies and country music singers Martina McBride and Willie Nelson, canceled appearances at SeaWorld after the airing.

Photos: Photos: Celebs shun SeaWorld Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Ever since the CNN documentary "Blackfish" raised questions about the safety and humaneness of SeaWorld's practices, musicians booked for the 2014 Bands, Brew & BBQ concert series have been cutting ties with the Florida theme park. Others have also distanced themselves. Country singer Martina McBride, pictured, announced on Facebook that she had canceled her appearance scheduled for March. Hide Caption 1 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Neil Giraldo and Pat Benatar announced Thursday, January 16, that they will be canceling their performance at Bands, Brew & BBQ. Hide Caption 2 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – The Beach Boys also canceled their show at the event. Hide Caption 3 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Former Savage Garden singer Darren Hayes told a Twitter user he did not know the band's "The Animal Song" was being used during SeaWorld's performances. He said he has written to his publisher about it. Hide Caption 4 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Edgar Winter told his fans via Facebook that he and his wife, Monique, would do "everything in our power" to stop SeaWorld from using his song "Free Ride" during its performances. Hide Caption 5 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – REO Speedwagon announced December 13 that it had canceled its performance. Hide Caption 6 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – On December 12, Trisha Yearwood pulled out "in light of recent concerns," according to her representative. Hide Caption 7 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Although Joan Jett was not scheduled to perform at SeaWorld, one of her songs featured prominently in the park's killer whale shows. "I was surprised and upset to see on YouTube that SeaWorld used 'I Love Rock 'n' Roll' as the opening music for its cruel and abusive 'Shamu Rocks' show," Jett wrote in a letter to SeaWorld President Jim Atchison on December 11. "I'm among the millions who saw 'Blackfish' and am sickened that my music was blasted without my permission at sound-sensitive marine mammals. ... These intelligent and feeling creatures communicate by sonar and are driven crazy in the tiny tanks in which they are confined." A SeaWorld spokesman said that although the park had licensed the song legally, it will no longer be used in the shows. Hide Caption 8 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Cheap Trick canceled its February date without releasing a statement. Hide Caption 9 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – On December 7, sisters Ann and Nancy Wilson tweeted , "Heart has chosen to decline their forthcoming performance at SeaWorld on 2/9/14 due to the controversial documentary film 'Black Fish.' " Nancy, left, wrote , "The Sea World show was planned long ago as an Orlando show. Had we known, we'd have said no then. We said no today. Love you all." Hide Caption 10 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – After the airing of the documentary and the Change.org petition urging Willie Nelson to withdraw from the concert series, Nelson obliged, saying, " What they do at SeaWorld is not OK. " He told CNN's Brooke Baldwin: "I don't agree with the way they treat their animals. (Canceling the show) wasn't that hard a deal for me." Hide Caption 11 of 12 Photos: Photos: Celebs shun SeaWorld Celebs shun SeaWorld – Barenaked Ladies was among the first acts to question their affiliations with SeaWorld, and the band took to Facebook in November to explain why it was canceling its SeaWorld concert. "This is a complicated issue, and we don't claim to understand all of it, but we don't feel comfortable proceeding with the gig at this time," the band wrote. "The Seaworld folks have been gracious, and extended us invitations to the park to learn more about what they do, and how they do it." Hide Caption 12 of 12

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A Malibu, California, school recently canceled its annual overnight field trip to the park after students spoke out in opposition, and a San Diego, California, high school cinema class posted a video to YouTube with students pledging to spend no more money at SeaWorld until the company changes its practices.

Social media sites critical of SeaWorld also are filled with comments from people vowing they'll never go to the parks again after viewing the film.

SeaWorld has consistently rejected the "Blackfish" accusations, including in statements to CNN, but the ads published Friday are perhaps its most visible effort to defend itself.

• Denied accusations that it captures killer whales in the wild, saying it last did so 35 years ago.

• Said it does not separate whale calves from their mothers except for "the rare occasion that a mother killer whale cannot care for the calf herself."

• Rejected claims that its whales suffer shortened lifespans.

• Argued its work with universities, governments and nonprofits has helped advance scientific understanding of killer whales in the wild, and said it has spent $70 million in recent years on habitats, which it calls "among the largest in the world today."

The statement released by PETA challenged SeaWorld's claims.

For instance, the animal rights group said, "Although SeaWorld is right in stating that five of its whales have life spans similar to those of orcas in the wild, it fails to note that nearly every other orca at SeaWorld -- some 35 of them -- has died prematurely from violent accidents, preventable injuries, illnesses caused by stressful living conditions, and more."

In its ad, SeaWorld says, "Our guests may enter our gates having never given much thought to the remarkable animals in our oceans ... When they leave with a greater appreciation for the importance of the sea, educated about the animals that live there and inspired to make a difference, we have done our job."

The problem, notes crisis communications expert David Johnson, is that some of those former guests are finding themselves increasingly uncomfortable about their affection for SeaWorld, and are willing to share their squeamishness with the world.

While SeaWorld can get along without entertainers, widely watched images of children rejecting field trips to the parks will be more troublesome, Johnson said.

"Oh, it's really damaging," he said.

Evidence of whether that proves to be the case could be revealed in February, when the company should next file quarterly reports with the Securities and Exchange Commission showing its financial performance for the quarter that included the CNN airings of "Blackfish."

The company depends entirely on admissions and concession sales for its revenues, which totaled $538.4 million in the three months that ended on September 30.