Smoking fish normally conjures up images of kippers, creamy haddock on a bed of rosti or breakfasts of the finest slivers of salmon.
Rarely does one associate those two words with this...
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Yes, unfortunately that does appear to be a fish smoking a cigarette.
The video has surfaced on Live Leak and shows unidentified fishermen laughing and joking as the poor thing slowly suffocates.
Most of the comments under the post scald the men for their behaviour.
Sadly it is far from the only incident of animal cruelty to go viral in the last few days.
Over the weekend two men were filmed kicking a squirrel into the Grand Canyon and another man was arrested for swinging a Chihuahua around his head on a lead.