PETA aims to shock with "moob" campaign

A new gender-bending billboard poster showing enlarged ‘man boobs’ hopes to shock men into spurning meat.


The latest advert from radical animal rights activists People for the Ethical Treatment of Animals (PETA) outside Glasgow’s Southern General Hospital shows an overweight man with the strapline: ‘Dude Looks Like a Lady? Lose the Breasts. Go Vegetarian’.


PETA said the city was chosen because, since 2007, Scotland had seen an 80% rise in operations performed to address gynecomastia – excessive breast development in men. It claimed that a steady diet of animal-derived foods was linked to the increase.


“Unwanted breast development in men illustrates that there’s nothing manly about meat and milk,” said PETA director of special projects Poorva Joshipura. “Cruelty to animals, environmental degradation and a host of meat and dairy-related diseases are reasons enough to go vegetarian, but male breast growth is a good reason too.”


However, a recent article in Men’s Health magazine revealed that vegetarians need to watch their increasing cup size, as eating regular amounts of soy protein can cause oestrogen accumulation, and hence gynecomastia, in men.


A PETA spokeswoman added: “Obesity tends to increase oestrogen levels and meat-eaters are nine times as likely to be obese as vegans. Research shows soy protein may reduce the risk of certain cancers and be good for our heart and bones… but a healthy vegan diet does not need to include soy foods to be nutritionally complete.”