Two men who filmed themselves eating a live goldfish at a pet shop in western Sydney are being investigated by the RSPCA.
The video, which was posted to boxer Kyron Dryden's Facebook page on Tuesday, had been viewed more than seven million times before it was deleted.
In the now-viral clip - which can still be seen on SMH - one of the men picks out a goldfish from a tank at a Petbarn in Penrith before it is scooped out by a staff member and placed in a plastic bag.
When the Petbarn employee turns to get a rubber band to seal the bag, the man can be heard saying "Is this the goldfish we want?" as he reaches into the bag, pulls out the goldfish and swallows it whole.
He then turns to the camera and opens his mouth to show that the fish is gone while the worker runs back over to look in the bag in shock.
Soon after the clip shows the man throwing up the fish in the car park.
The video sparked a "large number" of complaints, said RSPCA NSW Chief Inspector David O'Shannessy, adding that the incident would be "thoroughly investigated".
"It's completely astounding how anyone could think it is funny to eat a live pet fish, where it would suffer a slow and painful death all in a poor attempt at humour," he said.
Petbarn chief executive Martin Nicholas said his team were also looking into the "upsetting episode" and would fully co-operate with the RSPCA.