The Animal Kingdom Foundation (AKF), through its “Better Fish, Tomorrow” campaign, has condemned a viral social media video showing content creator Romeo Sagum Catacutan allegedly cooking live fish, calling the act cruel and unacceptable.

In a public statement, the advocacy group stressed that the video does not constitute cooking but rather shows clear animal suffering.

"This is not cooking. This is cruelty. A fish struggling, jumping, fighting for life in a pan—this is suffering,” AKF said in a Facebook post.

The group further emphasized that fish are sentient beings capable of feeling pain and attempting to escape dangerous situations. It urged the public not to normalize or support such content online.

"Fish feel pain. Fish try to escape. Fish want to live. Content like this should not be patronized, shared, or normalized. Cruelty should never be entertainment,” the campaign added.

The viral post has sparked renewed discussions on responsible content creation and animal welfare in digital platforms, with advocates calling for stricter awareness and accountability in online media.