The RSPCA is calling for viewers to boycott I'm A Celebrity . . . Get Me Out Of Here! over its treatment of animals.

The Horsham-based charity said some of the scenes in the ITV1 show were "appalling".

Contestants, including Sussex model Jordan, have been shown eating live bugs, lying in a box full of rats and wearing glass helmets swarming with dozens of creatures during the daily trials they undergo to win food for their Australian jungle camp.

John Rolls, the RSPCA's director of animal welfare promotions, said: "The bushtucker trials could easily injure some of the animals involved and cause them a great deal of distress.

"There is no excuse for using animals in such stunts if they run the risk of being harmed and the series gives out a very irresponsible message to viewers about how to treat animals.

"We have written to the programme makers to express our deep concerns and to invite them to consult us."

A spokeswoman for the charity added: "At best what's happening to the animals is demeaning and at worst it can involve suffering.

"We wrote to the producers last year with our concerns and were hopeful they would stop using animals and come up with other physical or mental challenges.

"We received lots of complaints from members of the public asking us to do something but because it is filmed in Australia we didn't have the powers to go in.

"This year we have been particularly concerned by an eel dropped into Neil Ruddock's helmet. They should always be in water but it was thrown into a container full of insects and maggots.

"Also, were the ostriches left to go without food so they would peck at Johnny Rotten?

"And when Jennie Bond was put in with the rats, if they had been guinea pigs or hamsters a lot of people would have been phoning up.

"Why should rats be treated differently? They feel pain and stress.

"We can't say if maggots also do - but we think they should be given the benefit of the doubt."

The spokeswoman said children were being given mixed messages about how animals should be treated.

Debbie Wilson, a spokeswoman for producer Granada TV, said: "We have been in contact with the RSPCA in New South Wales, who have been notified of all the bushtucker trials involving mammals or reptiles, and we are happy for them to send a representative to the filming.

"The production team spends a considerable amount of time planning and designing the trials, which include detailed expert advice and take appropriate steps to protect the welfare of animals.

"At each of the bushtucker trials which feature animals or insects, we have qualified and experienced animal and insect wranglers on site and every trial has been carefully tested and developed.

"The celebrities always receive a full briefing before engaging in any interaction with the animals."

She said the producers had written to the RSPCA, although it would be up to the charity to disclose the contents of the reply if it wished.