In April 2019 Lord Ashcroft published the results of his year-long investigation into South Africa's captive-bred lion industry. Over eleven pages of a single edition of the Mail on Sunday he showed why this sickening trade, which involves appalling cruelty to the 'King of the Savannah' from birth to death, has become a stain on the country.

Unfair Game, to be published in June 2020, features the shocking results of a new inquiry Lord Ashcroft has conducted into South Africa's lion business. In the book, he shows how tourists are unwittingly being used to support the abuse of lions; he details how lions are being tranquilised and then hunted in enclosed spaces; he urges the British government to ban the import of captive-bred lion trophies; and he demonstrates why Asia's insatiable appetite for lion bones has become a multimillion-dollar business linked to criminality and corruption, which now underpins South Africa's captive lion industry.