A Thai man has been jailed for 40 years by a court in South Africa for organising illegal rhino poaching expeditions.Chumlong Lemtongthai had been described by officials as a "leading figure” in international rhino poaching.South African officials told local media that they hoped the harsh sentence would deter other poachers.Wildlife protection campaigners say the demand for rhino horn is driven by its use in traditional medicine in Asia.In Vietnam many believe that ground rhino horn can be used to cure cancer - although there is no scientific evidence for this - and horns taken to the the Middle East are used to make handles for ornamental daggers.Magistrate Prince Manyathi ruled that Chumlong Lemtongthai had shown no remorse for his crimes.Mr Manyathi was also quoted as saying he did not want his children to live in a world where they could only see rhinos in photographs.Minister of Justice Jeff Radebe said the court’s decision was "an appropriate sentence”. It is is the longest ever handed down for poaching in South Africa.Smuggling ‘kingpin’ A total of 222 people have been arrested for rhino poaching and related activities since the beginning of 2012 in South Africa, with many of their cases currently before the courts. Chumlong Lemtongthai is believed to be the kingpin of an international rhino horn smuggling ring and is the most prominent smuggler to be convicted since South Africa intensified anti-poaching measures in recent years.He pleaded guilty to paying prostitutes to pose as big game hunters with permits. They were given about $800 (£500) each to go to game farms, take a few shots with small calibre rifles and then pose next to rhinos killed by someone else.