Fish | Deep-fried kittens

PETA's dangerous new campaign

PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS (PETA) claims 2m “members and supporters”, making it the world’s largest animal-rights organisation.

Much of its popularity likely derives from some important work it has done improving the welfare of farm and research animals around the world. But there is another side to animal-rights organisations. Many of them, PETA included, advocate that animals should not be regarded as property (no pets), and should not be used for food (even milk, honey and fish are out), clothing or research. Those who take such a hardline view are a distinct minority.

Even by PETA’s standards, its latest campaign against fish is particularly troubling. In the past PETA has drawn much mirth for its “fish empathy” campaigns, and at one point tried to have fish sticks banned. But its latest campaign, dubbed “Save the Sea Kittens”, is beyond satire. The sea kitten site aims to rebrand fish in the eyes of younger consumers. “It’s time for a serious image makeover,” an ad says. “And who could possibly want to put a hook through a sea kitten?”

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