PETA has said that it will be urging Tom Daley to support conservation efforts after he starred in a SeaWorld advert.
The Olympic bronze medal winner posted a video of the making of the advert on his YouTube channel, which sees him painted as a shark to raise awareness of ocean conservation.
However, the animal rights organisation said in a statement: "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.
"SeaWorld is currently embroiled in 'Seagate' after its corporate espionage campaign, with agents sent to spy on animal-protection advocates and egg them on to commit violent, illegal acts, was exposed."
The advert is to coincide with the UK's shark week at the start of August.