Animal charity PETA has urged Olympic swimmer Tom Daley to drop his backing of SeaWorld's Shark Week.
Daley was pictured being painted with the image of a shark having agreed to participate in an effort to "challenge misconceptions" of the creatures in the UK, however some have questioned the motives of the park, which has come under scrutiny for how it treats the animals it shelters.
In a statement by PETA, the organisation claimed: "SeaWorld confines social and self-aware animals to tiny pools with chemically treated water where they are forced to perform silly tricks.
"If the company were a true conservation organisation, it would have already released these animals to appropriate sanctuaries.
"We commend Tom's desire to save sharks and will be in touch with him to urge him to support conservation efforts that actually help protect fish instead of corporations that exploit animals for profit."
In 2013 the documentary Black Fish explored how the parks treated its animals while focusing on the plight of one of its Orca's named Tilikum.
Daley has yet to respond to the criticism.