UK billboard divides opinions as locals told ‘eating fish is like eating a cat’

Author: Liam Gilliver

Read Time:   |  3rd May 2023

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A new pro-vegan billboard has hit the streets of Grimsby, urging locals to ‘see fish as intelligent, sensitive individuals’…


Residents in Grimsby, the premier centre for seafood processing in the UK, are the target of a new pro-vegan campaign.

Created by animal-rights charity PETA, a lenticular billboard has been erected nearby popular fish and chip shops in the area.

It depicts a smiling fishmonger holding a fish from one angle, and a dead cat from another.

‘Distressing’ billboard 

PETA says it wants the campaign to make locals ‘see fish as intelligent, sensitive individuals and opt for vegan fare instead’. There are some great vegan fish alternatives available now.

The daring new campaign has stirred opinions amongst residents. According to the BBC, one local said: “Obviously if you love animals it’s horrible. It’s distressing.”

However, another passerby joked the billboard had reminded them that they were having fish and chips for dinner later on. And we don’t think they mean tofish and chips.

‘Protection from abuse’

“Fish are animals with feelings who can experience pain just as much as our animal companions can,” said PETA Vice President of Programmes Elisa Allen. 

“However, fishers haul them out of the ocean, causing them to suffocate, and gut them while they’re still conscious.

“Everyone deserves protection from abuse. PETA is reminding Grimbarians that sea animals all have a will to live and don’t want to die for human dinners.”

PETA’s controversial billboard is located at 145 Grimsby Road, Cleethorpes DN35 7DG.

Want to eat fish without the cruelty? Check out these 14 vegan fish recipes that taste just like the real thing

Featured image © Gary Stafford Photography via Getty Images

Written by

Liam Gilliver

Liam is a journalist working for the Mirror, Daily Express, Daily Star and OK! Magazine. He's also the author of We're Worried About Him and has been published in the likes of The Independent, Huffington Post, and Attitude Magazine.

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