>> One of the world's toughest crackdowns on ivory is now happening in Britain. On Tuesday, the government announced an almost complete ban on ivory items regardless of age.>> This ban will be crystal clear. We will be playing our part in making sure that Britain as a country sends a signal to everyone that we will not tolerate the illegal trade in ivory, which is contributing to the destruction of an iconic species.
>> While selling raw African elephant ivory of any age was already banned, worked pieces made before 1947 were allowed to be traded within the EU. And anything after that date could also be sold if it had a government certificate. Now only items containing less than 10% ivory can be considered for exemptions, along with some of the rarest instruments and paintings.
It's the heaviest ivory trade ban in Europe. And according to the World Wildlife Fund, makes the UK a global leader in tackling it. Britain's Prince William has previously urged world leaders to take action.>> I'm not prepared to be part of a generation that lets these iconic species disappear from the wild.
>> According to the WWF, 55 African elephants are killed a day for ivory, their tusks carved into trinkets. They now hope the UK can press countries with the biggest ivory markets in Asia to shut down their trade too.