"A fun toy for you - a death sentence for seals."

That was the message from the British Divers Marine Life Rescue charity after a seal was pictured caught in a plastic ‘flying ring’ frisbee on Horsey beach this week.

The charity, which responds to marine mammals in distress across Britain’s coastline, has issued a desperate plea to seaside businesses urging them to stop selling frisbees, which are endangering the lives of thousands of seals each year.

North Norfolk News: The seal caught in a frisbee at Horsey beach on August 1The seal caught in a frisbee at Horsey beach on August 1 (Image: Mike Costello)

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It follows the launch of North Norfolk District Council’s (NNDC) ‘Safer Seals – Seal of Approval’ scheme, which was launched earlier this year.

The council is calling for business owners to take flying rings off their shelves to help protect seals.

Mike Costello was out with his family when they came across the distressed seal with its head caught in the ring at Horsey beach on Monday (August 1).

“These rings are still on sale,” he said.

“When I spoke to a shop owner a couple of weeks ago he said ‘I can sell whatever I want in my shop’.”

North Norfolk News: Frisbees still on sale in CromerFrisbees still on sale in Cromer (Image: Mike Costello)

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There are around 175,000 seals in British waters according to the Marine Society. North Norfolk is home to a large proportion of Britain’s common and grey seal population.

The NNDC campaign will award a ‘Seal of Approval’ stamp to businesses that stop selling the frisbees, which can be displayed in shop windows to raise awareness of the initiative.

The council is working in partnership with the RSPCA and the Friends of Horsey Seals charity.

Peter Ansell, chairman of the Friends of Horsey Seals, said: “We believe this to be a valiant crusade, and if it only saves one seal from the horrific injuries the rings cause, then it is well worth her efforts.”

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North Norfolk News: An example of the frisbees on saleAn example of the frisbees on sale (Image: Newsquest)