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Controversial Fish Billboard Rejected

Written by PETA

Posted 07-30-2007

I just got word from our media department that PETA's latest billboard, which shows a patient in a Japanese hospital who suffered brain damage from mercury that was traced to contaminated fish, along with the tagline "Extreme Case of Mercury Poisoning: How Much Is in Your Fish?" was banned in Providence by all three of the city's outdoor advertisers. CBS Outdoor Mall sent PETA the following rejection note: "We won't take anything from PETA that depicts cruelty to animals, blood, disabled children, etc." That certainly rules out a few of our billboards. The purpose of this particular ad was to warn consumers about the tragic consequences of mercury poisoning from eating fish and direct readers to a website where they can learn some of the following disturbing information:

Government studies show that eating just one can of tuna per week can increase a person's mercury level to 30 percent above levels considered safe.
Mercury is known to cause severe health problems for humans, including brain damage, memory loss, tremors, and damage to a developing fetus.

Feel free to let me know what you think of this one.

Tags:

fish, chickens, guilty, mercury, brain damage, plea, heigl, john, lennon, maher

Recent Comments

Khursh Mian commented:

Jul 31, 2007 8:06 PM

So they won't display anything depicting cruelty to animals? Right like I bet they accept money from companies that exploit them in the most cruelest of ways.
Cat R commented:

Jul 31, 2007 2:04 PM

In agreement with some of the above comments my only real concern is whether or not the family had given permission for such an image to be used. If it was not then this alone would be the only reason why I would disagree with the picture being used. But as for the 'message getting lost' because of the image? That's simply absurd. The image all but cries out what can occur because of mercury poisoning as well as how dire the situation is. Though numerical statistics can help really a picture is indeed worth a thousand words. Some people refuse to 'get it' unless they are forced with the image of such a tragedy. I'm sorry that such an image was rejected. It certainly got my attention and I used to be a hard core sushi lover!
Dan commented:

Jul 31, 2007 1:03 PM

I don't understand. According to the EPA it is very VERY important for your health to eat fish. It only warns to stay away from certain higher risk fish and even that only applies to the very young and to mothers. www.epa.govwatersciencefishadviceadvice.html
juice commented:

Jul 31, 2007 12:59 PM

OOOOOOOOOOOOOOOOOOOOOO so even the great almighty perfect peta makes a mistake nice one.
Mike commented:

Jul 31, 2007 10:05 AM

When is PETA going to realize that these types of ads and billboards aren't going to be viewed positively in the eye of the public? PETA is only a few years away from being looked upon as extemists by the general public it already is among most of the intelligent people of the nation.
millie commented:

Jul 31, 2007 7:55 AM

I am sick of magazines promoting fish as "brain food" in their health sections. Seriously people do you want DIE of mercury poisoning? Oh and anyway I doubt fish enjoy being cruelly farmed and hooked so someone can eat them. Great ad PETA but somewhat ummm...disturbing. Though I guess that's what people need something that makes them sit up and THINK. So sorry it was rejected.
rojo commented:

Jul 31, 2007 4:18 AM

We should really only eat vegetarians.
Peter commented:

Jul 30, 2007 3:15 PM

Although the idea has undeniable merit the use of the picture is too disturbing and dillutes the message. Generally PETA's "ads" are spot on creative and frequently funny or use "black humor" very effectively. This one however was a mistake. If it was clearer that the family of the child endorsed it that would be different.
Jaclyn commented:

Jul 30, 2007 2:58 PM

I've seen much WORSE billboards and ads on bus stops that are one small step away from being porn. I've seen such ads from salons and retailers. Its OK for a salon to have two provocative women almost kissing and holding each other on a billboard but its not OK to have the mercury billboard. Look we are hard headed individuals. It took me a LONG LONG time to really grasp the meaning of cruelty to animals. I knew it happened but so what? Its going to happen anyway right? It is just a bunch of people overexagerating the truth. It took a KFC graphic video for me to really SEE the cruelty. If that billboard can open someone's eyes the better. Like I said we're hard headed and we need to be knocked on the head with reality.
Wil commented:

Jul 30, 2007 2:05 PM

The same sign without the picture would be just as accurate. The picture might even distract from the message.

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