RSPCA officers are trying to identify a teenager who appears to have swallowed a live goldfish at a funfair.
A video clip posted online shows the boy taking the wriggling animal from a bag before gulping it down in front of his friends.
During the film one of the group asks the boy "where's the fish?" and another replies "he just ate it".
Over 1,200 people have watched a clip of the cruel incident on YouTube which was posted earlier this month. Animal lovers have taken to social media to condemn the cruelty.
– Rachael Raines
"Oh dear, with no compassion for small animals is there any wonder why cruelty to other animals is on a rapid increase?"
Caroline Cummins added: "It is wrong and idiotic if any of you think it's ok for an act like this to happen." Larry Gray, of L Gray and Sons Funfairs, who operated the fair in Newmarket, Suffolk from April 2-5, said the incident was "disgusting" and "disgraceful". He said: "We completely condemn this and we are very upset to hear about it.
Goldfish are given as prizes at the fair but they are only given to adults or adults with families. "Stall holders would not give goldfish to teenagers. We are very surprised to see this. It is absolutely disgraceful.
"The RSPCA said eating live fish was an offence under the Animal Welfare Act.
– Katya Mira, RSPCA
"Eating a live animal and posting a film of it on the internet is not some light-hearted joke - it is unacceptable."It sends out a clear message that animal cruelty is OK as long as it is in the guise of entertainment."