A video circulating the internet showing a woman in a glass box being tossed around by a captive grizzly bear has been condemned by animal rights group People for the Ethical Treatment of Animals (PETA).
The 15-second video appeared on YouTube via LiveLeak and appears to be from Japanese television show Sekai No Hate Made Itte Q!.
The woman inside the box holds a camcorder and can be seen screaming as the bear tips the transparent box up on its side.
PETA says it is a clear form of exploitation.
Campaigner Claire Fryer says it is extremely clear the bear in the video is agitated.
"Using animals for entertainment is cruel. Animals do not choose to perform or be involved in ridiculous and often difficult stunts."
Ms Fryer says it was an example of where animals are forced to perform unnatural tricks under the threat of physical punishment.
"There is nothing funny about watching an animal - who should be living in his or her natural environment, finding a mate and raising their young - being exploited for the sake of a television show," she said.
Animal activist website "The Dodo" also posted the clip to their Facebook page, which spawned a number of negative comments.
The publisher of the YouTube clip said in a comment it was a trailer for the Japanese game show. The box holding the woman in the clip is dubbed a 'predator shield' to protect the contestants.