Like its other strategies, PETA advertising campaigns are designed to create maximum interest by both attracting and repelling political and public attention. PETA has been called "the most successful radical organization in America." With over 750,000 members and supporters in the United States and around the world, the organization has an annual budget of approximately $14 million, almost all of which is raised by small contributions from individuals. We never considered the impact of these actions on the animals involved. On Sunday, People for the Ethical Treatment of Animals (PETA) founder Ingrid Newkirk called the Skims co-founder and “Khloé in Wonder Land” podcaster’s furry presents to their little ones a “damn shame” in a statement. Francione wrote that PETA initially set up independent chapters around the United States, but closed them in favor of a top-down, centralized organization, which not only consolidated decision-making power, but centralized donations.
In 2011, Patricia de Leon was the Hispanic spokesperson for PETA's anti-bullfighting campaign. In October 2004, PETA launched a boycott against the Australian wool industry, leading some clothing retailers to ban products using Australian wool from their stores. They sometimes engage in pie-throwing—in January 2010, Canadian MP Gerry Byrne compared them to terrorists for throwing a tofu cream pie at Canada's fishery minister Gail Shea in protest of the seal slaughter, a comment Newkirk called a silly chest-beating exercise. As part of its anti-fur action, PETA supporters have infiltrated hundreds of fashion shows in the U.S. and Europe and one in China, throwing red paint on the catwalks and unfurling banners. McDonald's and Wendy's introduced vegetarian options after PETA targeted them; and Polo Ralph Lauren said it would no longer use fur.
Silver Spring monkeys
The animals had been euthanized after being removed from shelters in Northampton and Bertie counties. Two PETA employees were acquitted in 2007 of cruelty to animals after at least 80 euthanized animals were left in dumpsters in a shopping center in Ahoskie, North Carolina, over the course of a month in 2005; the two employees were seen leaving behind 18 dead animals, and 13 more were found inside their van. Various U.S. states have passed ag-gag laws to prevent animal rights and animal welfare groups from conducting undercover investigations of operations that use animals. Lindsay Beyerstein criticized PETA saying "They're the ones drawing disturbing analogies between pornography, misogyny and animal cruelty."
PETA also gives an annual prize, called the Proggy Award (for "progress"), to individuals or organizations dedicated to animal welfare or who distinguish themselves through their efforts within the area of animal welfare. Taub was convicted of six counts of cruelty to animals, the first such conviction in the United States of an animal researcher; the conviction, though, was overturned on appeal. Founded in March 1980 by Newkirk and animal rights activist Alex Pacheco, the organization first gained attention in the summer of 1981 during what became known as the Silver Spring monkeys case. People for the Ethical Treatment of Animals (PETA; /ˈpiːtə/ PEE-tə) is an American animal rights nonprofit organization based in Norfolk, Virginia, and originally led by Ingrid Newkirk, its co-founder. Numerous writers and organizations including the anti-defamation league denounced the PETA exhibit, but the organization succeeded once again in making the news. When PETA ran a series of ads lampooning the dairy industry's "Got Milk?" campaign with a "Got Beer?" ad that ran in numerous college newspapers, the organization was attacked by mothers against drunk driving (MADD) for making light of alcohol abuse by college students.
Campaigns and consumer boycotts
The more radical activists say the group has lost touch with its grass-roots members, is soft on the idea of animal rights, that it should stop the use of media stunts and nudity in its campaigning, and stop "hogging the spotlight at the expense of its allies in the movement". PETA started a Twitter campaign against Irwin, with several tweets criticizing Google for forwarding a dangerous message, and wrote that Irwin was killed while harassing a stingray and that he forced animals to perform. PETA also awards a "vegan" label to clothing and furniture products (instead of entire companies), which means that the products are free from animal-derived ingredients, but the companies can still produce non-vegan products. In her letter, Newkirk called the game "unrealistic" and wrote "you've taken all the cruelty out of milking". PETA is an animal rights organization that opposes speciesism, and the abuse of animals in any way, such as for food, clothing, entertainment, or research.
PETA Torches Kim Kardashian’s Christmas Gift To Her Kids As A ‘Damn Shame’
Pacheco had taken a job in May 1981 inside a primate research laboratory at the institute, intending to gain firsthand experience of working inside an animal laboratory. The case led to the first police raid in the United States on an animal laboratory, triggered an amendment in 1985 to the United States Animal Welfare Act, and became the first animal-testing case to be appealed to the United States Supreme Court, which upheld a Louisiana State Court ruling that denied PETA's request for custody of the monkeys. The group first came to public attention in 1981 during the Silver Spring monkeys case, a dispute about experiments conducted by researcher Edward Taub on 17 macaque monkeys inside the Institute of Behavioral Research in Silver Spring, Maryland. Newkirk read Peter Singer's influential book, Animal Liberation (1975), and in March 1980, she persuaded Pacheco to join her in forming People for the Ethical Treatment of Animals, at that point just "five people in a basement", as Newkirk described it. He volunteered at the shelter where she worked, and they fell in love and began living together.
In 2008 and in 2014, PETA conducted an advertising campaign linking milk with autism. As a response to critics of the UK campaign asking for a ban or some form of censorship, PETA accused them of book burning to further imply Nazi mentality. Operating as open admission, they take in animals "no one else will", and consider death "a merciful end". In 2008, meat industry lobby group the Center for Consumer Freedom (CCF) said in a news release that "an official report filed by PETA itself shows that the animal rights group put to death nearly every dog, cat, and other pet it took in for adoption in 2006," with a kill rate of 97.4 percent. PETA's euthanasia practices have drawn intense scrutiny from lawmakers and criticism from animal rights activists for years. They say that animal experiments are frequently redundant and lack accountability, oversight, and regulation.
- Newkirk became increasingly horrified at the inhumane treatment of animals that she encountered in her work, particularly in socalled "factory farms," which confine hundreds to thousands of animals (usually chickens, pigs, turkeys, or cows) in one facility, and in research laboratories.
- In 2012, the Virginia Department of Agriculture and Consumer Services said that it had in the past considered changing PETA's status from "shelter" to "euthanasia clinic", citing PETA's willingness to take in "anything that comes through the door, and other shelters won't do that." PETA acknowledged that it euthanized 95% of the animals at its shelter in 2011.
- On Sunday, People for the Ethical Treatment of Animals (PETA) founder Ingrid Newkirk called the Skims co-founder and “Khloé in Wonder Land” podcaster’s furry presents to their little ones a “damn shame” in a statement.
- In 2011, PETA named five orcas as plaintiffs and sued SeaWorld over the animals' captivity, seeking their protection under the Thirteenth Amendment.
About PETA
Because of PETA's euthanasia rates at their "shelter of last resort", attorney Nathan Winograd, advocate for the No Kill movement, calls Newkirk of PETA "The Butcher of Norfolk". Australian Member of Parliament Bruce Scott was disgusted by the comments and said PETA should apologize to Irwin's family and the rest of Australia, and "Isn't it interesting ... how they PETA want to treat animals ethically, but cannot even think for a minute whether or not their outlandish comments are ethical towards their fellow human beings." In 2006, when Irwin died, PETA Vice President Dan Mathews said Irwin had made a career out of antagonizing frightened wild animals. It has been argued that the frowny face in the campaign image negatively stereotypes autistic people. Ad campaign that began in 1993, stated "Studies have shown a link between cow's milk and autism." PETA also claimed milk was strongly linked to cancer, Crohn's disease, and other diseases. Their "Got Autism?" campaign, a play on words mocking the milk industry's Got Milk?
National Institute of Allergy and Infectious Diseases/White Coat Waste Project
PETA opposes animal testing—whether toxicity testing, basic or applied research, or for education and training—on both moral and practical grounds. PETA considers the word pet to be "derogatory and patronises the animal", and prefers the term "companion" or "companion animal". They oppose the no-kill movement, and rather than adoption programs, PETA prefers to aim for zero births through spaying and neutering. In the first tier ("Animal Test-Free"), the entire company does not use animal testing. In 2017, Ingrid Newkirk sent a letter of complaint to Nintendo about their video game 1-2-Switch, during which players get to milk a cow.
The White Coat Waste Project (WCWP), a group of activists that hold that taxpayers should not have to pay $20 billion every year for experiments on animals, said that the National Institute of Allergy and Infectious Diseases provided $400,000 in taxpayer money to fund experiments in which 28 beagles were infected by disease-causing parasites. PETA supports hearing dog programs when animals are sourced from shelters and placed in homes, but opposes seeing-eye dog programs "because the dogs are bred as if there are no equally intelligent dogs literally dying for homes in shelters, they are kept in harnesses almost 24/7". They recommend not breeding pit bulls, and support euthanasia in certain situations for animals in shelters, such as those being housed for long periods in cramped cages. PETA uses these games to spread attention about animal rights and animal welfare and to advocate vegetarian and vegan diets. The monkey selfie copyright dispute was originally dismissed by Judge Orrick who wrote there is no indication that the Copyright Act extends to animals and a monkey could not own a copyright.
Elie Wiesel was appalled to find the campaign used his own image, calling it possibly the greatest disappointment of his life, and reiterating that "I am not afraid of forgetfulness, I am afraid of banalization, of trivialization and this is part of it." Other detractors included the United States Holocaust Memorial Museum and Wesley Smith. The campaign has attracted significant media attention, controversy and generated angry responses from the victims' family members. The pamphlet was criticized by the Center for Consumer Freedom, who said "There's going to be long-term psychological damage from these kids being exposed to the material that PETA puts in front of them on a regular basis." The WCWP found reports that said dogs taking part in the experiments were "vocalizing in pain" after being injected with foreign substances. They promote alternatives, including embryonic stem cell research and in vitro cell research. Newkirk told the Vogue magazine in 1989 that even if animal testing resulted in a cure for AIDS, PETA would oppose it.
PETA is a grassroots organization run by hundreds of volunteers under the leadership of Newkirk, Dan Mathews, vice-president of campaigns, and Bruce Friedrich, director of vegan outreach. Newkirk became increasingly horrified at the inhumane treatment of animals that she encountered in her work, particularly in socalled "factory farms," which confine hundreds to thousands of animals (usually chickens, pigs, turkeys, or cows) in one facility, and in research laboratories. The organization, which has been headquartered in Norfolk, Virginia, since 1996, was founded in 1980 by Ingrid Newkirk, who had worked at an animal shelter and then as a deputy sheriff in Montgomery County, Maryland, where she focused on animal-cruelty cases. We also work on a variety of other issues, including the cruel killing of rodents, birds, and other animals who are often considered “pests” as well as cruelty to domesticated animals.
Ag-gag laws
In February 1995, a parody website calling itself "People Eating Tasty Animals" registered the domain name "peta.org". In 2022, PETA's German division called for a sex strike in which women would refrain from sexual activities with men who ate meat, and also called for men who ate meat to be banned from procreating. A Washington Post editor wrote "PETA can add 'insulting a deceased cultural icon' to its infamous repertoire."
“Puppies are not plushies, and it’s a damn shame that Kim missed the chance to be a spokesperson for shelter pups and instead is being rightly slammed on social media for that,” Newkirk said. “Each kid got a puppy,” she wrote alongside a photo of the vegas casino doggos. According to reviews at Philanthropedia, "PETA paved the way for other national organizations to delve into what used to be controversial issues and are now more mainstream concerns." Michael Specter considers PETA to be the radical that helps the more mainstream message to succeed.b
Position within the animal rights movement
- PETA opposes animal testing—whether toxicity testing, basic or applied research, or for education and training—on both moral and practical grounds.
- In July 2009, the German Federal Constitutional Court ruled that PETA's campaign was not protected by free speech laws and banned it within Germany as an offense against human dignity, and upheld the ban in 2012.
- In October 2004, PETA launched a boycott against the Australian wool industry, leading some clothing retailers to ban products using Australian wool from their stores.
- The campaign has attracted significant media attention, controversy and generated angry responses from the victims' family members.
In 2019, PETA criticized Google for creating a slideshow Google Doodle of Steve Irwin posthumously honoring his 57th birthday. In 2017, British food writer, journalist and hunger relief activist Jack Monroe, demanded PETA remove their recipes from their website "with immediate effect coz I wrote them with my autism". When pressed, PETA cited two scientific papers, one from 1995 and one from 2002 using very small samplings of children (36 and 20), and neither showed a correlation nor a causation between milk and autism. In 2005, the NAACP criticized the "Are Animals the New Slaves?" exhibit, which showed images of African-American lynching victims and slaves, Native Americans, child laborers, and women, alongside chained elephants and slaughtered cows. In July 2009, the German Federal Constitutional Court ruled that PETA's campaign was not protected by free speech laws and banned it within Germany as an offense against human dignity, and upheld the ban in 2012. In 2004 a complaint was made by Paul Spiegel and the Central Council of Jews in Germany, asking the German court to order PETA to halt the campaign and threatening to sue.
"Puzzlingly, while representing to the world that 'animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any other way,' PETA seems to employ Naruto as an unwitting pawn in its ideological goals." PETA appealed, but the Court of Appeals found in favor of Slater saying that "PETA's real motivation in this case was to advance its own interests, not Naruto's." The decision cited Cetacean v. Bush (2004) that says animals cannot sue unless Congress makes it clear in the statute that animals can sue, and added that "next friend" representation cannot be applied to animals. PETA sends its staff undercover into industries and other facilities that use animals to document the alleged abuse of animals.
PETA's head of online marketing Joel Bartlett said "We've found that parody games are extremely popular. By connecting our message with something people are already interested in, we're able to create more buzz." The state later determined that PETA had violated state law by failing to ensure that the Chihuahua, who was not wearing a collar or tag, was properly identified and for failing to keep the dog alive for five days before euthanizing the animal. PETA has approached cities to pressure them to change their names, including Fishkill, New York in 1996, Hamburg, New York in 2003, and Commerce City, Colorado in 2007. PETA's work has drawn the ire of some feminists who argue that the organization sacrifices women's rights to press its agenda. After PETA placed ads in school newspapers linking milk to acne, obesity, heart disease, cancer, and strokes, Mothers Against Drunk Driving and college officials complained it encouraged underage drinking; the British Advertising Standards Authority asked that the ads be discontinued after complaints from interest groups such as The National Farmers' Unions. When the mayor of New York, Rudy Giuliani, was diagnosed with prostate cancer in 2000, PETA ran a photograph of him with a white mustache and the words "Got prostate cancer?" to illustrate their claim that dairy products contribute to cancer, an ad that caused an outcry in the United States.
kim kardashian
In February 2003, PETA launched what many considered its most inflammatory campaign to date, a traveling exhibit called "Holocaust on Your Plate," which compared human abuse and mistreatment of animals to the torture, cruelty, and death inflicted by the Nazis on concentration camp victims. "Their campaigns are selected more for media image than content." Francione has criticized PETA for having caused grassroots animal rights groups to close, groups that were essential for the survival of the animal rights movement, and rejects the centrality of corporate animal charities. The organization's controversial campaigns have been credited with drawing media attention to animal rights issues, but have also been widely criticized for their disruptive nature. The vegan philosophy prohibits eating, wearing, or using any kind of animal products including milk, eggs, honey, and wool or leather products. The organization's youth-oriented Web site peta2.com advertises PETA as the "largest and boldest animal rights organization in the world." PETA has been particularly successful in appealing to youth between the ages of 13 and 24 who are interested in the humane treatment of animals as well as vegetarianism and veganism.
Newkirk was criticized in 2003 for sending a letter to Palestine Liberation Organization leader Yasser Arafat asking him to keep animals out of the conflict, after a donkey was blown up during an attack in Jerusalem. Celebrities and supermodels have posed naked for the group's "I'd Rather Go Naked Than Wear Fur" campaign—some men, but mostly women—triggering criticism from some feminist animal rights advocates. Avon, Estée Lauder, Benetton, and Tonka Toy Co. all stopped testing products on animals, the Pentagon stopped shooting pigs and goats in wounds tests, and a slaughterhouse in Texas was closed down.
PETA spokesperson Lindsay Rajt told the Huffington Post, "We try to use absolutely every outlet to stick up for animals," adding that "We are careful about what we do and wouldn't use nudity or some of our flashier tactics if we didn't know they worked." PETA also used nudity in its "Veggie Love" ad which it prepared for the Super Bowl, only to have it banned by the network. To reduce milk consumption, it created the "Got Beer?" campaign, a parody of the dairy industry's series of Got Milk? In 2011, PETA named five orcas as plaintiffs and sued SeaWorld over the animals' captivity, seeking their protection under the Thirteenth Amendment. PETA India put up billboards prior to a 2020 annual religious event Eid al-Adha where animals are ritualistically slaughtered. After it was said that "animals used in circuses were subjected to chronic confinement, physical abuse, and psychological torment", AWBI, in 2013, banned the registration of elephants for performance.
“Ignoring the homeless animals crisis is inexcusably callous, and so we ask Kim and Khloe, who did the same thing, to call PETA or a local shelter the next time they want to bring an animal into their home,” Newkirk continued. Francione says PETA trivializes the movement with their "Three Stooges" theory of animal rights, making the public think progress is underway when the changes are only cosmetic. Gary L. Francione, professor of law at Rutgers Law School and a proponent of abolitionism, says that PETA is not an animal rights group because of their willingness to work with industries that use animals to achieve incremental change. Robert Garner of the University of Leicester has written that PETA has shaken up the animal rights movement, setting up new groups and radicalizing old ones. While still engaged in legal proceedings over "peta.org", PETA themselves registered the domains "ringlingbrothers.com" and "voguemagazine.com", using the sites to accuse Ringling Brothers and Barnum & Bailey Circus and Vogue of animal cruelty.