For years, PETA (people for the ethical treatment of animals) has done a noble job of focusing its efforts on animal rights issues in farming, ranching and the entertainment industry. But in this recent publicity stunt, they’ve chosen to jump the shark.

In a recent Yahoo! news article, PETA is condemning Wimbledon for “cruel and illegal behaviour” for shooting pigeons who were dive-bombing and defecating around the courts during play.

Now, I understand the need to protect animals that are being abused or eradicated to the point of extinction. But since when does shooting a few pesky pigeons that have infiltrated a private sporting event become “unethical?

What’s next? Filing lawsuits against airports that terminate geese that make runways their homes? Protesting against Florida golf courses that kill gators who wander on the fairways? Picketing my neighbor who evicted a family of raccoons from her attic?

It seems that PETA vice-president Bruce Friedrich thinks that any PR is good PR. But turning a few pigeon deaths into a public crusade does little to encourage the average Joe to taking PETA seriously. If PETA wants to engage the media in an important discussion on animal rights, they must be careful not to cry wolf too often.

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