Peta is calling for a boycott of this year's I'm A Celebrity... Get Me Out Of Here! due to its continued use of live animals in challenges.
The animal rights charity have pointed to the TV show's famous Bushtucker Trials, which include the addition of spiders and snakes to rats and cockroaches.
Peta UK's Media and Communications Manager, Jennifer White, told Metro: "Every season of this show brings more cruelty to our screens.
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"Animals are terrified and abused and killed for these challenges and it's all for a cheap laugh.
"We encourage everyone to boycott watching this year's show."
Following the show's switch of location from Australia to Wales, the charity reportedly also expected a switch of format, which would include the ban of live animals.
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Jennifer added: "People didn't want to see animals being eaten alive, and they got rid of live eating challenges, but we're still seeing animals being treated in these incredibly horrific ways, all to try and up their TV ratings."
Peta claims there have been hundreds of complaints issued to Ofcom and people are realising that 'animals, no matter their shape or size, shouldn't be abused for entertainment'.
As well as Bushtucker Trials, Jennifer pointed towards an incident in the 2009 series of I'm A Celebrity, where Gino D'Acampo and Stuart Manning were sent to 'exile'.
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The pair weren't overly happy with the amount of protein in their allocated meal of rice and beans, so they took it upon themselves to find a solution.
Gino then opted to stab and kill a rat that was 'running around the camp'.
The men then, horrificly, ate the rat with their meal.
A Sydney court decided that ITV would be fined £1,660 for animal cruelty over the incident.
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Jennifer argued: "If we were seeing dogs and cats being eaten alive and trampled on by the celebrities there would be absolute uproar and we would have seen a ban already."
She says that people who watch the show 'do so for the drama in the camp or any unlikely romances' rather than see live animals used in trials in this way'.
"It's really turning people off the programme, and people understand that this show gives off an irresponsible message," she concluded.
A spokesperson for I'm A Celebrity previously told Metro: "I'm A Celebrity complies with animal welfare law concerning the use of animals and we are proud of our exemplary production practices."
Topics: TV and Film, UK, im a celebrity