Animals Asia has brought us a shocking story about a giant salamander who was force-fed alcohol for a Chinese retailer’s promotional stunt.

Although the retailer was hoping to increase sales with the cruel gimmick, footage of the stunt captured by an animal rights activist sparked such outrage that it is believed sales for the retailer have actually fallen as a result of the stunt.

Seeing as China has no animal welfare laws, the retailer will not be prosecuted. However, Animals Asia Founder and CEO Jill Robinson MBE explains that the public backlash is a good sign China is progressing in animal welfare: “What is positive is that this sorry incident has sent a clear message to every company in China – the people will not accept animal cruelty in any form. For anyone to follow in these ignorant footsteps would be nothing short of commercial suicide.”

Please visit the Animals Asia website to stay updated on the courageous work they do for animals. And please remember that no animal should be fed alcohol, as it can cause serious health problems or even death for our furry friends who have not evolved to process alcohol. Share this video and encourage others to as well to further dimish the profitability of this cruel business.