Banned in Liverpool: PETA Ad Urging Christians to Go Vegan for Lent

Banned in Liverpool: PETA Ad Urging Christians to Go Vegan for Lent

Liverpool – An advertising firm has rejected a proposal by People for the Ethical Treatment of Animals (PETA) to run a gentle and non-graphic advert in Liverpool – known as England’s most Catholic city – urging people to show compassion towards fish and other animals by not eating their flesh during Lent. In its justification for the rejection, the ad agency cited “a risk for offence” due to the “link to religion and the reference to the Bible in this context”.

“Anyone offended by PETA’s billboard should take a closer look at who they’re eating, because just like humans, fish feel pain and fear, have unique personalities, and value their own lives,” says PETA Vice President of Programmes Elisa Allen. “From fish-free fillets and no-crab cakes, today’s tasty vegan options make it easy to show mercy to animals during this period of self-reflection and beyond.”

The group notes that the fishing industry is the world’s biggest killer – more than 1 trillion fish and other sea animals are impaled, netted, and gutted by humans each year. Studies have shown that fish – who are traditionally eaten on Good Friday – are intelligent and sensitive animals who pass down knowledge, have cultural traditions, and “talk” to one another using low-frequency sounds that human ears can’t hear. Some woo potential mates by singing to them or creating intricate works of art.

PETA – whose motto reads, in part, that “animals are not ours to eat” – opposes speciesism, a human-supremacist worldview. For more information, please visit or follow the group on Facebook, X (formerly Twitter), TikTok, or Instagram.


Lucy Watson +44 (0) 20 7837 6327; [email protected]