Austrian PR agency Warda Network has admitted it told one of its employees to dress as a shark to challenge the country's new anti-burqa laws.

Police had confronted a man on Friday after he was seen promoting a new outlet of the McShark electronics store in Vienna in a costume that covered his face. When he refused to remove his shark head, he was given a fine of €150 ($176).

Warda CEO Eugen Prosquill told Austrian networking website Leadersnet on Tuesday that the incident's coverage on social media and in international news outlets made it a strikingly successful PR stunt.

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