Their shocking adverts have seen some of the world’s most famous people strip down to do their bit for animal rights.
But PETA’s perennial shock tactics may have landed them in hot water with women’s rights campaigners- their latest campaign features the message that violent sex is good sex.
The ad is a spoof of a PSA about a fictional syndrome called WVAKTBOOM, or, ‘Boyfriend Went Vegan and Knocked the Bottom out of Me… a painful condition that occurs when boyfriends go Vegan and can suddenly bring it like a tantric porn star.’
The advert shows a woman wearing a neck brace trudging painfully back from shops. Under her parka coat she appears to have forgotten her skirt.
Back at home her sprightly (newly vegan ) boyfriend, wearing only his tighty whiteys , is fixing a hole in the wall, another casualty of last night’s sextravaganza, a flashback hints.
‘Are you feeling better,’ he asks, as she undresses, and lobs the celery at him, hard.
Critics have been quick to accuse PETA of joking about domestic violence or implying that good sex should be rough enough to warrant medical care.
Commenting on the PETA website, Mum LaCroix wrote: ‘Cannot find the humor in this at all! I worked with Domestic Violence for 4 years…this ad is not amusing.’
James Jewell wrote: ‘I think its sad that you equate good sex with painful, violent sex, I guess your trying to be sarcastic?’
A spokesman told Yahoo News, ‘the piece is tongue-in-cheek. People who watch the ad all the way through see the woman has a mischievous smile. She’s happy to go back with him. It’s playful.’
But the advert could be considered particularly offensive in the light of shocking pro-domestic violence tweets posted by teens during Chris Brown’s Grammys performance last Sunday.
Dozens of teenage girls tweeted such worrying comments as: ‘Chris Brown can punch my face as long as he kisses it better.’ and ‘I don’t know why Rihanna complained. Chris Brown can beat me anytime he wants to.’
This is not the first time the extremist group have courted controversy with shock tactics.
PETA last year which suggests those who swim or fish in waters containing sharks are attacked or killed as ‘payback’.
The poster showed a shark eating a severed human leg and the blood-stained slogan ‘Payback is Hell’.