A continuous annealing and pickling process of flat cold-rolled products, such as stainless steel strips, to obtain a high surface quality product at high production rates and with a low environmental impact. It comprises the following steps: heating, up to a temperature comprised in the range 650-1050° C., in an atmosphere with an oxygen content comprised in the range from 0.5 to 12%; heating for a time comprised from 10 to 200 sec up to a temperature comprised in the range from 650 to 1200° C. in presence of oxidizing agents and/or inert agents; cooling down to temperatures comprised in the range from 650° C. to ambient temperature in presence of oxidizing agents and/or inert agents; thermochemical or electrolytic descaling and finally possible pickling and/or passivation, by means of the use of pickling baths consisting of mineral acid solutions.