Hey, Boardwalk: ‘I’m ME, Not MEAT,’ Proclaim Fish, Crab on New PETA Ads

Ads Near Seafood Restaurants Urge Diners to See All Animals as Individuals and Go Vegan

For Immediate Release:
June 28, 2018

Audrey Shircliff 202-483-7382

Wildwood, N.J. – Just in time for the busy Fourth of July holiday, PETA has placed ads on a Jersey Shore boardwalk—near multiple fish and seafood restaurants—that show a fish, a lobster, or a crab next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.”

The ads, which will remain up for the rest of the summer, are located on the boardwalk near the Surfside Pier, at Wildwood Avenue, 23rd Street, and 20th Street.

“Just like humans, fish, crabs, and lobsters feel pain and fear, have unique personalities, and value their own lives,” says PETA Executive Vice President Tracy Reiman. “PETA’s boardwalk ads are a reminder that we can spare these sensitive animals the agony of being boiled alive or crushed to death in fishing nets simply by choosing vegan meals.”

A PETA investigation of a crustacean slaughterhouse revealed that live lobsters and crabs were impaled, torn apart, and decapitated—even as their legs continued to move. Chefs typically place live lobsters into pots of boiling water while they’re still conscious—a cruel practice that has just been banned in Switzerland. And fish slowly suffocate or are crushed to death when they’re dragged from the oceans in huge nets, and the throats and stomachs of those who survive are cut open on the decks of fishing boats.

PETA—whose motto reads, in part, that “animals are not ours to eat”—offers a free vegan starter kit (available here) full of recipes, tips, and more. For more information, please visit PETA.org.

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind