Is SeaWorld really putting an end to its killer whale shows?

SeaWorld, the American chain of aquatic theme parks, will begin phasing out a number of its killer whale shows amid mounting criticism of its treatment of the marine animals – but critics and animal rights groups warn that this is not enough.

The company has recently come under pressure from animal rights activists, politicians and celebrities to end the controversial displays, particularly in the wake of the damning 2013 documentary Blackfish.

SeaWorld's chief executive Joel Manby said the company, which has seen ticket sales plummet in recent years, had listened to visitors' concerns and would end the whale circus in San Diego by the end of next year.

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The theatrical shows will instead be replaced with an "all-new orca experience" based on conservation and held in a more "natural setting," he said.

Asked what that would involve, Manby said guests wanted a whale experience that was similar to "what animals would do in the wild" and gave an example of "jumping and splashing".

The announcement has done little to placate campaigners, especially as there are currently no plans to change the orca displays at SeaWorld's two other main aquatic theme parks in Florida and Texas.

"When it comes to what exactly SeaWorld is planning and why, the waters are muddy," the BBC's James Cook reports.

"The company made its announcement in a conference call with investors, rather than a news conference with journalists. As a result it has dodged scrutiny."

Animal rights campaigners argue that the announcement amounts to little more than window dressing, as the marine mammals will still be held captive in the parks, Reuters reports.

"An end to SeaWorld's tawdry and circus-style performance is inevitable, but it's actually captivity that denies these far-ranging orca the opportunity to engage in behaviours that are natural and important to them," said Peta's Ben Williamson.