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Police in southern Russia are investigating allegations of animal cruelty after a donkey was made to parasail as part of an advertising stunt, Russian media report.

The donkey was sent up into the sky last week by entrepreneurs hoping to attract people to their private beach.

Witnesses near the beach on the Sea of Azov in the Krasnodar region said the animal had been screaming in fear.

It landed in the water and was pulled onto the shore, said police.

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