Italian animal rights' activists have secured another big victory with the presentation of a new charter protecting animals from exploitation on television.
The initiative is the latest in a string of pioneering moves introduced here in recent years to safeguard animal wellbeing and dignity.
"Italy is now one of the most advanced countries in terms of animal protection," said Environment Minister Alfonso Pecoraro Scanio at the presentation of the charter.
The document was promoted by the Italian Anti-Vivisection League (LAV) and State Broadcaster RAI.
But its guidelines apply to all TV channels.
The charter bans any use of animals on TV which goes against their nature, violates their dignity or subjects them to stress or violence.
So circuses in which wild animals perform tricks must no longer be screened.
The document calls for all forms of circus entertainment with wild animals to be gradually phased out.
Activists said the charter's arrival also means that the use of wild beasts as 'decoration' on TV shows will be stopped too.
"It is a question of promoting respect for animals and making sure they are not put into situations that are different from their natural environments," explained LAV President Gianluca Felicetti.
"It is one thing to have pets and domestic animals, which are used to humans, on television, but it is another to use wild animals".
Felicetti cited the example of the use of a kangaroo on Carramba che Sorpresa, the Italian version of British show Surprise Surprise, in which members of the public are granted long-held wishes.
The charter also calls on broadcasters to help raise the Italian public's awareness of the need to respect animal rights and to promote volunteer work with animals.
Pecoraro Scanio, who is the leader of the Green party, said producers should go further: for example, by making sure actors' make-up is not tested on animals.
"Not all of the steps forward needed have been taken, but the state broadcaster can help change the priorities," the minister said.
"RAI has to give out a strong signal that it is possible to inform and entertain while respecting ethical and environmental values".
LAV said that Great Britain and Australia are the only other states to have introduced guidelines similar to those contained in the Italian charter.
Last year Italy won praise from American animal rights' group PETA for its pioneering efforts to create a happier and more humane world for animals.
People for the Ethical Treatment of Animals singled out laws adopted by the cities of Rome, Turin and Reggio Emilia.
Rome was cited for its legislation against keeping goldfish in small and inadequate aquariums and using fish as prizes at amusement parks and fairs.
Other laws praised by PETA included one demanding that dogs be taken out at least three times a day and a ban on cutting dogs' tails and ears for aesthetic reasons.
Turin wages fines of up to 500 euros on dog owners who do not take their pets out at least three times a day.
Reggio Emilia received a special mention from PETA for its law against boiling live lobsters.
"Italy is showing the rest of the world how animals should be treated. The world would be a better place if other countries followed its example," PETA said.
In August 2004, Italy passed a tough law against animal abuse which included hefty fines and jail terms of between three and 18 months for a range of crimes against animals.
While dumping, torturing or killing animals has been outlawed in Italy for many years, the 2004 legislation also criminalized keeping animals in conditions that cause unnecessary suffering or forcing them to behave in a way "incompatible with their instincts".
While Italy's legislation may be progressive, some national animals rights' groups believe the country still has a long way to go.
For example, the abandonment of dogs during the summer holidays, when owners have trouble finding someone to look after their pets, is still a big problem.
Campaigners are unhappy about the use of animals in laboratory tests too. Various animal associations recently presented the government with a petition signed by 25,000 people demanding this be stopped.
Earlier in the month, in a petition signed by 10,000 people, they also called for all clothes and accessories made with fur and animal skin to carry labels with information about the origin of the materials.
"Without obligatory labelling, it is almost impossible to tell what type of animal skin has been used in items," said Daniela Britti of the Animalisti Italiani association.
Animalisti Italiani claimed that around 90,000 lynx skins, 200,000 fox skins, 6,000 seal skins and dozens of wolf, lion, zebra and bear skins were imported into Italy between 2003 and 2005 to meet the demands of the fashion world.
