Animal cruelty campaigners, who shot to fame with anti-fur adverts featuring naked supermodels, are planning to take on their most ambitious target yet: Britain's 2.6 million anglers.
Fish, insists Peta - People for the Ethical Treatment of Animals - are "complex and intelligent individuals", cleverer than monkeys, who feel pain "like every other animal"...
Carré Otis, an actress and model who poses as a mermaid in the posters, adds: "I was in a sushi bar and it dawned on me - how could I discriminate between a cow and a fish?"
The poster of this complex and intelligent individual is lovely, by the way. Museum worthy.
— Larry, Attack Monkey, Light Reading