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A controversial animal rights group have been hit with uproar over a dead cat poster put up in a busy town centre.
People for the Ethical Treatment of Animals (PETA) launched a new billboard in Grimsby that compared eating fish to eating a dead cat.
And the charity shocked many people by placing the poster near a popular fish and chip shop.
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According to the Grimsby Telegraph, the billboard has been installed on Grimsby Road, Cleethorpes, close to a chip shop called GR8 White Fish.
The poster features two images, which change according to the angle it is viewed.
In the first, a smiling fishmonger holds a limp fish, while in the second, the fish is replaced with a dead cat.
PETA, which advocates veganism, hopes the striking image will make people "think twice about eating fish".
But the publication claims that the stunt has divided opinion in the town which was built on the fishing industry.
Nathan Godley, 49, blasted the charity's billboard: "They want to live in this idyllic world, I suppose. But I think it is a bit of a kick in the teeth when you see how hard we work.
“I can understand why we’ve been targeted. If you want to do a protest, you’ve got to do it somewhere you’ll be noticed.
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"But there are lots of us here who are still earning our living out of the seafood industry. It’s a huge employer in the town. They are a pain, and I don’t like the wokeness of the world."
A spokesperson for PETA said: "Grimsby – the centre of the UK’s ‘seafood’ processing industry is catching some heat from PETA with a new lenticular billboard – showing a smiling fishmonger holding a limp fish from one angle and a dead cat from another – urging locals to see fish as intelligent, sensitive individuals and opt for vegan fare instead.
"The artwork is on display next to one of Grimsby and Cleethorpes' many fish and chip shops, where the group hopes it will provide food for thought for those passing by."
Elisa Allen, a PETA vice president, said: "Fish are animals with feelings who can experience pain just as much as our animal companions can, yet fishers haul them out of the ocean, causing them to suffocate, and gut them while they’re still conscious.
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“Everyone deserves protection from abuse, and PETA is reminding Grimbarians that sea animals all have a will to live and don’t want to die for human dinners.”
PETA's statement added: "Fish share knowledge and have long memories, as well as cultural traditions. Some woo potential partners by creating intricate works of art in the sand on the ocean floor, yet more fish are killed for food each year than all other animals combined.
“In addition, 38 million tonnes of other aquatic animals are unintentionally caught annually as the industry aims to satisfy consumer demand.'
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