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PETA (People for the Ethical Treatment of Animals) has long been known for using shock advertising to raise awareness of animal rights. Its new campaign, however, takes a different approach—dark humor—to fight for the plight of the octopus.
Octopuses are sometimes called the “Einsteins of the Sea” because they are considered the most intelligent of mollusc—but wild stocks are “over-exploited” by octopus fisheries, according to the U.N. Food and Agriculture Organization. PETA has launched a petition to stop the world’s first commercial octopus farm, a controversial development in the Canary Islands in Spain that aims to produce 3,000 tons of octopus meat by 2026.