The organization "people for the ethical treatment of animals" is founded on the belief that people should be vegans and that animals should be treated with rights. They have faced backlash multiple times and the current backlash of them using Steve Irwins death to push their agenda, isn't a new one. A few months ago, they protested the use of phrases like "bringing home the bacon" or "killing two birds with one stone". Another example is when they protested animal cracker boxes show animals in a natural landscape instead of in circus cages.
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