PETA's New Advertisment

Offensive and outrageous marketing tactics are preventing PETA from advancing the ethical treatment of animals. PETA's latest billboard features First Lady Michelle Obama as an advocate of PETA's anti-fur agenda. While it's true that Mrs. Obama is very cognizant of her fashion choices and chooses not to wear fur, it's also against White House policy for the President or First Lady to officially endorse an advocacy group. PETA executives were aware of this policy and even cited it as the reason they did not ask Mrs. Obama before using her image in their newest advertisement.

Last summer, PETA generated controversy by trivializing the murder of late-term abortion doctor, George Tiller, in an ad that compared his life to that of baby chickens. PETA did not take the time to consider Dr. Tiller's family or the many women who owe their lives to Dr. Tiller. No, they were only concerned with shocking people into vegetarianism.

The worst PETA advertising campaign was the 2003 "Holocaust on your Plate" initiative that consisted of an installation that juxtaposed images of Jewish people about to be exterminated with pigs awaiting slaughter. This installation was more than reckless, it disrepected humanity by comparing the lives of six million Jews to the pork many people eat for breakfast.

No one who is familiar with the practices of the meat processing industry can deny the fact that the industry needs to adopt more humane methods and be held to higher standards. However, PETA's marketing techniques are so alienating that they preclude the organization's effectiveness in getting its point across. If PETA is trying to reach reasonable people who care about animal rights, perhaps they should try a more sensible approach.

It's no surprise that Mrs. Obama is upset that PETA is using her photo on their billboards.