Shark Trust looks for softer image

The Shark Trust has launched a campaign to bite back against the 'menacing' image of sharks portrayed by the media in recent stories about 'shark attacks' on British tourists.

The organisation has criticised the frenzy' for shark-based material and dismissed reports of a cage-chewing shark as 'implausible'.

It has issued a report outlining inconsistencies in recent stories and highlighting that attacks by sharks, an endangered species that 'poses very little risk to humans', are extremely rare.

'The media has reinforced misconceptions about sharks - we want to raise awareness about the truth and educate the public so they won't take these stories as seriously as they do,' said Shark Trust director of conservation Ali Hood.

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