The first businesses have signed up to stop selling a popular beach toy on the Norfolk coast. 

Pantaloon, a shop selling clothing and beach items in Sheringham, is one of the first shops to sign up to the Seal of Approval campaign.

North Norfolk District Council launched the campaign last year urging businesses to stop selling plastic ring frisbees and other items which pose a threat to coastal wildlife.

A seal with injuries caused by a flying ringA seal with injuries caused by a flying ring (Image: RSPCA East Winch) Flying rings in particular pose a danger to seals, with many being found with the rings stuck around their necks, resulting in injury and death.

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Sanjay Latif, owner of Pantaloon, said he had sold the rings for many years but would now be binning his stock and selling solid frisbees instead.

Businesses that agree not to sell flying rings or other items dangerous to coastal wildlife can receive a Seal of Approval certificate which they can display in their business window and become an advocate for further seal safety.

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The Seal of Approval campaign is an extension of the Safer Seals initiative which seeks to raise awareness of seals along our coastline through signage, social media campaigning and advice to help protect them.

Businesses that sign up to the campaign will receive a Seal of Approval sticker and certificateBusinesses that sign up for the campaign will receive a Seal of Approval sticker and certificate (Image: North Norfolk District Council) According to The Wildlife Trust, there are estimated to be more than 180,000 grey seals in Britain, with Blakeney Point home to the largest grey seal colony in England. 

Councillor Adam Varley said: “The Seal of Approval campaign will aim to work with local businesses and give them the opportunity to pledge to the stopping of plastic flying rings being sold and as such, ending up on our beaches.

"I thank Friends of Horsey Seals and other committed groups for all they do to protect seals.

"This authority is dedicated to working alongside these groups and helping to raise awareness on this very important matter.”