California has brought a ruling into place banning the breeding of orcas and orca entertainment shows in the state, with the new measure signed into law this week by governor Jerry Brown.

The ruling enforces the decision already made by SeaWorld earlier this year to end orca breeding at all of its parks and to introduce a natural orca show instead of its “cirque du soleil” style alternative.

Under the new measure, corporations and individuals are now prohibited from breeding killer whales in captivity, with hefty fines of up to US$100,000 (€89,000, £76,000) if the rules are breached. Currently, only SeaWorld San Diego will be directly affected.

The bill excludes educational institutions who intend on researching and rehabilitating the marine mammals, meaning SeaWorld can still carry out its important rescue operation in California.

"The bill does allow for SeaWorld to rescue and rehabilitate stranded orcas, with the goal of returning them to the wild, as is the case with all animals we rescue." said a statement from SeaWorld. “If the federal government determines that the orca is not releasable, that animal could stay in SeaWorld’s care.”

SeaWorld pledged in March to abandon its orca breeding programme. With a new focus on experiences that matter, the operator also pledged to end its theatrical orca show, with plans to phase in a more natural display at all of its parks.

“We are excited to move forward with these new, inspiring, natural orca encounters beginning next year at SeaWorld San Diego,” said the SeaWorld statement. “These presentations will reflect the natural world and will focus on the research, education, care and respect that align with our mission to advance the wellbeing and conservation of these beautiful creatures.”

Speaking exclusively to Attractions Management in July, SeaWorld CEO Joel Manby revealed orca alternatives for the park’s Middle East expansion, with options such as virtual reality being considered to introduce a broader entertainment mix to its parks.

Manby also told Attractions Management that choosing to end orca captivity was one of “the most difficult decisions” he had ever made, but that he was certain of his decision.

“The data shows that we’ve made the right call,” he said. “There’s no decision like this where you’re going to please everybody but I think that as SeaWorld continues to evolve as a company, 50 years from now you’re going to look back – hopefully a lot sooner than that – but society will look back and say it was definitely the right choice.”

For more from Joel Manby and his plans to breathe new life into the SeaWorld brand, check out the latest edition of Attractions Management, available now.