“Nobody would hurt a sea kitten!” the group says on its website. 

“People don’t seem to like fish. 

“We’re going to start by retiring the old name for good. 

“When your name can also be used as a verb that means driving a hook through your head, it’s time for a serious image makeover.” 

Hahahahahahah…oh wait, this isn’t funny—we’re overfishing so much fish are unable to breed fast enough, and species are becoming badly inbred…even those who love eating fish are shooting their future supply of yumminess in the foot. And we’re cutting off the rears of living sheep, what? PETA, while deliberately obnoxious, gets it done: changing our spending habits, and getting big corporations like Mickey D’s to buy more humanely-raised meats. Read all about it here, if you care to.

PETA has offended some in Australia with is high-profile campaign against mulesing, the practice of cutting away the skin from a sheep’s rear to prevent flystrike. 

Mr Cobb said the group had little credibility. 

“It is hard to take an organisation which wants to change the name of fish seriously,” he said. 

Many people might laugh at the sea kitten campaign, Mr Cobb said, but PETA’s agenda was actually more sinister: destroying the meat and fish industries.