A Chinese theme park is under fire after forcing a screaming pig to bungee jump in a promotional stunt advertising its new bungee jumping attraction.
Bosses from Meixin Red Wine Town amusement park in Chongqing have apologized after video footage of the incident was shared online provoking rage from social media users as well as animal charities.
The video shows the terrified animal tied-up and carrying to the top of the platform, before workers put a cape on him, and attach him to the harness and thrown off the 223-foot bungee drop.
The amusement park denied the stunt was animal cruelty, saying it was an 'experiment'.
A statement added: "We sincerely accept [the internet’s] criticism and advice and apologize to the public.
"We will improve [our] marketing of the tourist site, to provide tourists with better services."
'All for a cheap laugh'
But the move was condemned by animal charities, with PETA Vice President of International Campaigns, Jason Baker, telling MailOnline: "A bungee jump is a scary experience even for consenting humans - just imagine the outright terror of being forcibly strung up by your legs and thrown from a high platform.
"That's the treatment that this pig received, all for a cheap laugh. Well, guess what? No one's laughing.
"Pigs experience pain and fear, just as we do, and this kind of disgusting PR stunt should be illegal."
Wendy Higgins, spokesperson for Humane Society International, added: "Causing animals fear or suffering for a commercially motivated publicity stunt is truly vulgar.
"Unfortunately this kind of exploitation is not uncommon in China, symptomatic of a system that provides no legal protection for animals and no legal incentive to respect them as sentient beings and consider their welfare or feelings.
"The outrage online to this incident is indicative of how out of step this cruelty is with the growing concern for animal protection among Chinese citizens, and it really is time that policymakers in China caught up with that sentiment."
The pig was reportedly taken to a slaughterhouse after the bungee jump.